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Richard Siddle had a ringside seat to hear Emetry’s Paul Mabray set out the path for wine businesses to follow if they want to pick their way through to consumers and understand what really matters to them.
The wine industry has a fundamental problem. For no matter how hard we all collectively talk about, and make and share stories about wine and its genius winemakers and idyllic wine regions all over the world, it all boils down to one thing. Most consumers don’t care about wine.
Paul - Mabray - Whistle - Stop - Talk
At least they “don’t care as much as we want them to,” is how Paul Mabray started his whistle stop, rollercoaster talk at the MUST Fermenting Ideas conference earlier in the summer.
What’s more, said Mabray, we are having to work so much harder just to be heard in what is the most “competitive consumer market there has ever been”. “Wine is just part of a communal exercise,” he says. It’s what we drink when we are out with friends. Simple as that.
People - Wine - Lot - Things - Wine
Not only don’t most people care about wine, they are staring to care a lot more about other things. Like not drinking wine at all. The rise of the teetotaller is not a fad, it’s real, he stressed. More people are choosing to cut down on what they drink, or, increasingly are not drinking at all.
In the US they are also caring a lot more what they can do with cannabis. Or as Mabray calls it the “big green monster”. Particularly the legal edible cannabis market which is really starting to make an impact.
Monster - Street - Amazon - Toes - Alcohol
Then there is the other “monster” on the high street. Amazon. It has been dipping its toes in and out of alcohol and wine for years and it’s surely only a matter of time before it works out what is the right...
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