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