How is a consumer expected to care about Bio-dynamic or Organic wine?
According to a study, consumers are confused. I wonder why?! With regard to why they purchase:
Biodynamic is less important than Organic
Organic is less important than the vintage
Vintage is less important than the winemaker
Winemaker is less important than the region
Region is less important than the country
Country is less important than the Varietal
Varietal is less important than the price
Price is less important than the “deal” or “offer”
How is the average wine buyer to even start to consider whether the wine is either organic (which they at least have heard of) or bio-dynamic (which they certainly haven’t)? They aren’t even quite sure if the varietal name they have heard before is red or white.
The problem with marketing in the wine trade to some extent is explained by the fact that the differences, if any, between any wines are all at the top of that list, and therefore far beyond the interest levels of the consumer.
Therefore we have the following options:
Give them a(nother) deal
Join the me-too brigade focused solely on the varietals
Spend millions in the hope to increase wine “education & understanding” amongst consumers
Give them another, very different, reason to buy YOUR wine
Stormhoek are doing this last one. Magners have done it in cider. Levis did it for jeans.
As Hugh says, “go after the magic”.
Unfortunately, in the commercial arena, bio-dynamics are still just hocus-pocus, not magic.