Archive · 13 Jun 2025
Wine Experts Share Strategies to Encourage Customers' Experimentation
Trying new wines can be fun, but it can also be tricky!
Wine sellers and experts often suggest wines similar to what customers already like to gently push them outside their comfort zone.
It's all about building trust.
Some people set rules, like how much they are willing to spend, when trying new things.
Sometimes you find a new favorite, other times, not so much.
It's all part of the adventure!
Wine professionals suggest ways to encourage customers to try unfamiliar wines.
Retailers and sommeliers often recommend wines within a similar geographical region to those customers already enjoy.
Trust in the merchant or sommelier greatly influences a customer's willingness to try a new wine.
Some wine drinkers set parameters, like a price limit, when experimenting with new wines.
Experimentation can lead to enjoyable discoveries, but also disappointments.
- Who
- Wine retailers, sommeliers, and customers.
- What
- Strategies and customer experiences surrounding trying new wines.
- When
- Not explicitly stated, but an ongoing practice in the wine industry.
- Where
- Various wine shops and restaurants.
- Why
- To broaden customers' wine horizons and encourage experimentation.
Customer Preferences
Wine Professionals' Approaches
Experimentation Tendencies
Customer Preferences
Some prefer staying within familiar wine types and regions.
Wine Professionals' Approaches
Others are more adventurous and willing to try lesser-known wines.
- Average Price Limit
- $30 per bottle
- Successful Recommendations
- More than 50% of the time
- Wine Director's Strategy
- Recommend new regions, aligning with customer preferences
- Retailer Approach
- Suggest wines from less-known regions that are a good value
- Example of successful discovery
- Torrette from Valle d’Aosta, Italy