Devil’s Advocate: Who’s Buying Your Wine? How Are You Talking To Them?

Like wines, wine drinkers come in many forms, shapes and sizes. And just as it would make no sense to sell every kind of wine in the same places and in the same ways, effective producers understand how to channel their messaging appropriately toward the people who are most likely to be receptive to it.

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Robert Joseph - with horns - and wine drinkers
Robert Joseph - with horns - and wine drinkers

The following set of 12 profiles — with images generated by AI — may strike some as crude stereotypes, but I believe they represent many of the major strands of the modern wine market. 

Clearly, there will be variations within and between regions - I created these with an eye to the UK and US - but hopefully, they may still be helpful in planning a communications strategy.

Ask yourself, "Which of these will be affected by my Instagram campaign?", "Who will be prompted to buy my wine thanks to an article in a wine magazine? Or a lifestyle feature?", "Who's most likely to visit my winery?"

And ask yourself too, "Are you putting too much effort into talking to the 'wrong' people? And not enough into considering some of the others?"

How, for example are you communicating with Pauline? Or Angela? Or, indeed, Matt?

Godfrey
Godfrey
Hannah
Hannah
Barry
Barry
Pauline
Pauline
Henry
Henry
Gemma
Gemma
Chris
Chris
Penny
Penny
Theo
Theo
Larry
Larry
Angela
Angela
Matt
Matt

The AI picture of 'Pauline' was changed after initial publication

 

 

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