Feb 22, 2011
The figures come from research agency DoILikeIt? who found that while people feel quite strongly when asked about provenance, green credentials, the size of the producer and its production ethics, when faced with an aisle of wines they will most likely be swayed by discount offers and medals on bottles.
Understanding what consumers look for in a wine is complicated enough, says DoILikeIt? director and wine commentator Robert Joseph, so the job of communicating a relevant message to the consumer in a non-patronising way is unsurprisingly a minefield.
While consumers react positively to peer recommendations, including via social media forums such as Facebook and Twitter, are strongly against celebrity endorsement or ownership of brands.
As well as providing all the necessary information regarding the product, the form is a virtual
guarantee to any prospective purchaser that the product that they are considering to purchase
complies with New Zealand’s Code of ‘Winery Record Keeping Practices’ as guide lined by New
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