One of the challenges making and trying to sell wine in this industry is that what’s inside the bottle seems to be the least important thing in the process at times. This may sound strange, but let me explain . . .
Visual and verbal clues help ‘guide’ us in everyday life. Your senses are honed to quickly get information to your brain – that doesn’t ‘look’ right or that ‘smells’ great. It’s human nature, and that’s not a bad thing at all.
When it comes to subjective stuff, though, it certainly can wreak havoc on trying to ‘evaluate’ something on face value. Let’s take wine, for instance. I make a dryish Gewurztraminer. You would not believe the types of responses I get when I mention this – and before a drop is even poured. Many many people simply say – no, I don’t want to try that because I don’t like sweet wines’ or ‘I really want to try this because I like sweet wines.’ A ‘picture’ is set with their senses as to what to expect when the wine is poured . . .
Those that don’t like sweet wines will begrudgingly try the wine – after I ‘force’ them to, of course – but their mind is already anticipating a specific experience with the product based on the variety itself and they will perceive it ‘with bias’. The same is true with those who like really sweet wine.
How do I ‘get around’ some of these biases? I work as hard as I can to actually have someone taste the wine itself and judge it for what it is. I also do not call this wine a gewürztraminer, but instead call it The Outlier J
Or take rose. Yep, it’s certainly ‘hip’ to like rose these days, and you’re seeing more and more of them produced in drier, crisper, more ‘food friendly’ style. That said, just showing someone the bottle will illicit an immediate reaction because of the color alone. Many will not even want to try the wine. Why? ‘I don’t drink white zinfandels’ is often the reasoning I here. There’s nothing wrong with white zins at all, if that’s what you like, but the visual color clue is immediately telling them what to ‘expect’ about the wine.
And there have been tons of studies about how the label itself affects how one ‘feels’ about the product and whether or not you are drawn to wanting to pick it up off of the shelve if in a retail location.
What are your thoughts on this? Have you ever found yourself excited or not excited about a wine because of the color of the wine itself, descriptors used, the label, etc.? I’m curious to hear and to get a discussion going on the subject.