by Donatella Cinelli Colombini

How does the US consumer choose wine? In the world’s largest market, 70% of wine purchases take place without the help of specialist staff. About half of the wine is sold in grocery stores. This percentage would rise to 70% if it were not for a dozen states, the marketing of alcohol is separate from that of food. For example in New York City the wonderful eataly shop had to build a separate area to sell Barolo, Chianti and grappa.

IN USA MOST OF THE FAST-BOUGHT WINE IS SOLD TOGETHER WITH FOOD

In the USA wine in bottle represents 90% of the total while that in can or in brik is a marginal part.
Most customers choose quickly and without great skills. For this reason, the purchasing decision is oriented, in a decisive way, by the visible characteristics of the wine such as the price or the closing.

THE INFLUENCE OF CORK ON WINE SALES

This last one influences the expectations on the quality and price of the wine and therefore has an important impact on the choice of the bottle to buy especially when the wine is of medium-low level.
The natural cork is associated with the idea of a quality wine and therefore encourages the purchase. …

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