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Welcome to the Best 5-Minute Wine Podcast with Forrest Galley.
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Wine and alcohol consumption is way down.
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The newer generation is looking for alternatives that are alcohol-free.
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Are you finding that's worldwide or is that the States or is that everywhere?
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I think it's certainly the case in the UK. There is a reduction in wine consumption.
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France, yes, slightly. It is slightly down as well. I think people are looking for
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no low alternatives. And funnily enough, I've cut back on alcohol a lot. And so I've been
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investigating this and I thought, well, there's not actually going to be anything in France.
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And there was a whole gondola of low, no alcohol wine. And I was really surprised. I was like,
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wow, OK, only in one store, mind you. I mean, I've been to four different retailers and only
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one's actually got it. But I think people are interested in it as a different, especially
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younger people, I think. No low? No low, yeah. I mean, I actually work for the Quality Food and
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Drink Awards and we're currently recruiting entries for the drink section. And we were
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discussing, funnily enough, last week what to call this category. And they were like,
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well, it's no low, obviously. And I was like, OK, fine.
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Have you found that women sell differently from men and vice versa when it comes to wine?
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I think we all buy emotionally. So we buy, we think we buy logically, but we buy emotionally.
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But I think men probably think they buy more logically and are probably more interested in
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the logical side of wine. So they might be more factual. They might be looking more at
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where it's from, where it's grown, more data driven, whereas women maybe a little bit more
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emotional. So maybe they are more swayed by the picture, for example. So we know that
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I was studying a presentation course one day and they were like, if you put in the picture of a
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kitten or a puppy, it gets people into an emotional state and it makes them buy more.
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And this wasn't about labelling food or drink. This was how to do a presentation. And I've used
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it quite a lot, actually, as an analogy. You put up some kittens and then you make your salient
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point. And I think, and I'm not denigrating women in any shape or form, but I think there is more of
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an emotional buy for women. So I think they would certainly be buying differently as a consumer.
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In a sales environment, it's been really interesting because I see now when I started
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out as a buyer, pretty much all the account managers were male, whereas now you see a lot
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more women because I think women are, I don't know, maybe more people, people. I don't know.
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I don't know what it is about women, but I do think women sell differently and probably do sell
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better. Maybe they're more interested in people. What's actually happening in your brain when
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you're trying to filter out 400 bottles and get down to just one purchase? It's what we call in
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the trade, the buyer's journey. So the buying journey. So it's how have you got to the wine
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fixture? So is it because you want a bottle for Saturday night? Is it because you had a horrible
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day and you want a bottle of wine? Is it because you're going to a dinner party? Is it because you
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want to wow somebody? So that is the start. So you come into the store, you go, right, I want some
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wine. Then you get to the fixture. You've got that thought process. And then it really will depend
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on, again, there's occasion, but then also what are you buying the wine for? Is it for a particular
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dish? Is it, but it will depend on obviously the knowledge and the interest in the wine. People
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will never buy the cheapest wine. They'll buy like two prices down. So when someone comes to the
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fixture, when I go to the fixture, I look at it. And in France, it's all done by domains and the
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name of the winery, rather than in the UK, it's like, it's a Chardonnay, it's a Pinot Grigio. So
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you kind of go, well, I actually like Chardonnay, so I'll buy that one. And then I'll buy one,
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but that one's a bit more expensive, or that one's won an award. It's hard. People, and I was at a
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party a couple of weeks ago, and somebody bought in a bottle of, it'll have been rose, because
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where we live, it's mostly rose. I bought this one because I really liked the label. And everyone's
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going, oh yeah, isn't it nice? Yeah, it's really pretty, really nice. It's pretty random, obviously,
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because I work for, of course, Food Awards. We like to say that the awards help people make
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selections. And there is a lot of research to say that
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the various awards can help people just tip them over the edge.
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