WMTC17: Rethinking the Wine Consumer

With a hyper-focus on the product and virtually no focus on consumers, the wine and hospitality industries are missing the greatest opportunity of all: how to understand, engage, and communicate with consumers. Our speaker, Tim Hanni, MW, of myVinotype, spends his time researching and explaining just this.

Transcript

1. Tim Hanni MW copyright HanniCo LLC 2017 1 Wine, Hospitality & Tourism Where is your compass guiding you? let’s start a new Conversation about wine
2. Quote from this morning… “I am so sick of telling people, ‘this wine is not sweet.’” Why??? How can we communicate with wine lovers at a better level? Functional, useful Artificial Intelligence requires starting with sound intelligence to begin with! copyright HanniCo LLC 2017 2
3. Pop Quiz 1. An incredibly popular ‘fad’ that lasted over 50 years – pink, 2-4% residual sugar, very fruity – many say it saved a country’s wine industry! 2. Sweet red wine with about 3% residual sugar 3. Wine mixed with spices and herbs then sweetened with cane sugar or caramel 4. Semi-frozen as an aperitif. 5. Mixing Cola with red wine 6. Sangria 7. Largest export market for fortified Port wines 8. Residual sugar for official Sec (‘dry’) Champagne designation 9. Wines ‘recommended’ with foie gras in chart from 1961 edition of Larousse Gastronomique 10. Has 108 grams of sugar residual sugar 11. Residual sugar of circa 1840 Veuve Cliquot Champagne found in wreck of ship bound for Germany 12. goût de terre definition a) Manner in which Baron Philippe Rothschild served Chateau de D’Yquem. b) National drink of Spain c) French phrase for a smells associated with microbiological contamination and/or spoilage d) White Zinfandel e) Kalimotxo - wildly popular way enjoy wine in Spain and France Basque country. f) Kir g) Chateau Cheval Blanc, 1947 – thought by many to be the greatest red wine ever made. h) Muscadet, Chinon, Nuits St. George (Burgundy) i) Coca Cola j) France k) 17-32 g/L of sugar l) Cupcake Cabernet Sauvignon m) 140 g/L of residual sugar per liter n) 6 g/L of residual sugar per liter o) Arbor Mist p) Vermouth q) UK/England 11/8/2017 copyright HanniCo LLC 2014 3
4. On Wine Bullshit: Some New Software? “I think the wine trade is intrinsically bullshit- prone and therefore attracts bullshit artists… Some people are born bullshit artists, others learn to become bullshit artists…” Richard E. Quandt Journal of Wine Economics, Volume 2, Number 2, Fall 2007 copyright HanniCo LLC 2017 4
5. Perception is not Reality! Shhhhh…. When I count to 3 laugh really loudly, whistle if you can and clap like crazy! copyright HanniCo LLC 2017 5
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8. Hospitality… guest O.E. gæst, giest (Anglian gest) "guest, enemy," the common notion being "stranger," ghostis "strange" L. hostis "stranger, enemy," and hospes "host," from hosti-potis "host, guest," originally "lord of strangers." host "person who receives guests," A good host is always considerate of the guest's needs. copyright HanniCo LLC 2017 8
9. 11/8/2017 copyright HanniCo LLC 2014 9
10. Are you ready to be HOSPITABLE? copyright HanniCo LLC 2017 10
11. 1. Newly understand the total wine MARKET 2. Embrace and cultivate ALL wine consumers. – Understand the COST to the wine industry for disenfranchising sweet wine consumers – Wine selections representing a balance of personal passions, prices and flavor profiles for ALL consumers. 3. Revise wine education and training and that begins with new NEW FUNDAMENTALS: – Self awareness of personal preferences and learning about the differences in how we perceive wine. – Understanding of consumer preferences and how THEY perceive the wine value. – Revising common misconceptions, confusing definitions and the history and traditions of wine 4. Don’t OVERPLAY wine and food matching. 5. Build better TOOLS for selling wine (Progressive Wine Lists) and teach your others how to use them copyright HanniCo LLC 2017 11
12. Reciprocity • Successful, professional hospitality requires mutual benefit to the host AND the guest! – Creates a positive memorable experience for the guest – Conveys the brand promise and values while satisfying the business needs of host copyright HanniCo LLC 2017 12
13. hi, can I help you find a wine you will LOVE? I am a TRAINED WINE PROFESSIONAL Let me help YOU copyright HanniCo LLC 2017 13
14. What do you LOVE MOST about wine? copyright HanniCo LLC 2017 14
15. your VINOTYPE determines your wine and food preferences & expectations copyright HanniCo LLC 2017 15
16. What is a VINOTYPE? • A phenotype is the combination of physiological characteristics of an organism and how they adapt to their environment. • A vinotype is the combination of physiological characteristics of a wine-drinking organism and how they adapt to their environment. • Understanding and learning to recognize Vinotypes allows you to understand the preferences and behaviors of other wine consumers and strategically target your offerings to sell them more wine they will love! copyright HanniCo LLC 2017 16
17. Genetics & Preferences copyright HanniCo LLC 2017 17
18. Sensory Sensitivity how many receptors, what kind = range and intensity of sensations Learning, Observation (psychology) Culture, Environment (sociology) Life Experiences (memories) PERSONAL OPINIONS Right vs. Wrong Good vs. Bad Like vs. Don’t Like 18 copyright HanniCo LLC 2017
19. copyright HanniCo LLC 2017 19 www.myvinotype.com
20. what is YOUR vinotype? –sweet? –hypersensitive? –sensitive? –tolerant? copyright HanniCo LLC 2017 20
21. Individual perception and opinions copyright HanniCo LLC 2017 21
22. Predicting wine preference: testing the premises of the Vinotype theory Carl Peter Borchgrevink and Allan Lewis Sherwin School of Hospitality Business, Michigan State University, East Lansing, Michigan, USA copyright HanniCo LLC 2017 22
23. 1. That it is reasonable to consider adopting the vinotypic approach. 2. Businesses that sell wine can have their sales and service staff use the Vinotypic approach to assist consumers in selecting wines the consumer will find delicious. 3. This should lead to customer satisfaction and possible repeat sales/visits. 4. Consumers can use the Vinotype theory to develop an understanding of which wines they like copyright HanniCo LLC 2017 23 The support for the foundational propositions of the Vinotype theory suggests
24. doesn’t everyone’s palate mature to like dry wine? NO! and our attitude has to change! copyright HanniCo LLC 2017 24
25. let’s stop scaring the hell out of people copyright HanniCo LLC 2017 25
26. Wine PR legend MD, PhD Prof. Cornell sweet vinotypes we know and love: copyright HanniCo LLC 2017 26
27. Step away from the White Zinfandel! copyright HanniCo LLC 2017 27
28. copyright HanniCo LLC 2017 28 match wine to the diner, not the dinner The Lafite, Romanee, Hermitage, the Cote Rotie…or, if the GUESTS PREFER, the white wines of Bordeaux, the Sauternes, the St. Peray…
29. copyright HanniCo LLC 2017 29 the french, italians, spanish and germans always (and still do) loved sweet wines
30. port BEFORE the meal? Montrachet was SWEET? copyright HanniCo LLC 2017 30
31. time to rethink wine with food: - bad history - unrealistic recommendations - pseudo sciences And do not necessarily stop it, just be smarter! copyright HanniCo LLC 2017 31
32. Have you even tried it? copyright HanniCo LLC 2017 32
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34. flavor balancing = TRADITION SALT IN FOOD UMAMI IN FOOD SWEETNESS IN FOOD SOURNESS IN FOOD MAKES WINE STRONGER Drier (less sweet) Less fruity More acidic More bitter and tannic BALANCE = DELICIOUS FOOD THAT IS GREAT WITH ANY WINE YOU LIKE MAKES WINE MILDER Less dry (sweeter) Fruitier Less bitter and tannic copyright HanniCo LLC 2017 34
35. sweetness and umami amplify bitter and sour tastes… copyright HanniCo LLC 2017 35
36. acidity and salt wine’s best friends… copyright HanniCo LLC 2017 36
37. physiology and personal preferences copyright HanniCo LLC 2017 37
38. Common Myths • Every consumer wants to explore and discover new wines • Wine is ‘BEST’ accompanied by food • Our palate ‘matures’ over time • Americans like sweet wines because we grew up on soda pop • Wine education sells more wine • Foie Gras ‘goes with’ or is a ‘traditional match with’ Sauternes • Tongue map: http://www.livescience.com/7113-tongue-map-tasteless-myth-debunked.html copyright HanniCo LLC 2017 38
39. Our unique proposition • Unique sense of place…you and 8,500 others are promoting this • Terroir driven • Hand selected… copyright HanniCo LLC 2017 39
40. Use our expertise to guide consumers copyright HanniCo LLC 2017 40
41. hi, can I help you find a wine you will love? I am a TRAINED WINE PROFESSIONAL Let me help YOU copyright HanniCo LLC 2017 41
42. questions? want more of this? for more information: www.timhanni.com tim@timhanni.com www.myvinotype.com copyright HanniCo LLC 2017 42