Measuring Wine's Apathy Problem

Posted: Oct 07, 2019

Napa, Calif. Wine has an apathy problem in restaurants. Only 31 percent of diners order wine first when they sit down for a meal, while the rest choose beer or spirits to get things rolling. This preference is even more pronounced in the mere 17 percent dollar share of market that wine commands in off-premise accounts nationwide, according to Nielsen.

A major California winery dug up several reasons for this apathy and some potential solutions through its own data gathering.

Alex Kessler, consumer insights and business intelligence manager for O'Neill Vintners & Distillers, told the audience at this week's Wine Industry Technology Symposium in Napa that the top reasons for choosing wine last are: Wine is expensive, people prefer the cocktail experience, and wine is intimidating.

By Jim Gordon
October 04, 2019
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