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Consumers' knowledge about wine is declining worldwide, shows a study by the British wine market research institute Wine Intelligence. At the same time, consumers' trust in immediately accessible information is growing, making knowledge about wine categories less important. The abundance of online wine information sources, easily and quickly accessible via smartphones, allows shoppers to buy with confidence without having to remember details such as grape varieties, origins or brand names. "Wine consumers are helped by the fact that many of today's wine labels are both visually appealing and highly successful at explicitly communicating the inherent aromas and flavours of a particular brand," says Lulie Halstead, CEO of Wine Intelligence. This makes clear communication about the taste of a wine increasingly important. Label design, bottle shape and brand communication help consumers instinctively understand aromatics through visual cues. Websites with quickly discoverable information about taste and food recommendations for individual wines will be crucial in the future.
(al / Source: Wine Intelligence; Photo: creative commons, Mack Male)