We may not realize it, but wineries all over the world are making profit off of our consumerism mentality. What do I mean by that, you ask? I mean that everything they do – from the label design to the type of bottle they choose for a particular wine is calculated. It has nothing to do at all with the wine inside the bottle but it has everything to do with standing out in a crowd – think of it as a male peacock.
Think about this the next time you go and buy a bottle of wine:
- what does the label look like?
- does it have foil on top?
- how heavy is the bottle?
- how big does the bottle appear?
All of these attributes are not much different then the wineries playing the part of a male peacock. They strut their stuff in hopes of attracting a female – the same way wineries all are guilty of what I outlined above in hoping to attract you, the customer.
And market data shows that we all play into it – we do – I’m not sure whatever happened to actually tasting wine to see if we like it or not but it seems those days are long gone. Now we go by a stupid 100-point system that has hijacked the industry and helped make you, the consumer, pay a great deal more for wine if it gets a score above 92 points.
Additionally, there are other tricks the wineries do to trick you into thinking a wine is worth more than it should be and those are as follows:
- They get bottles that have a very deep punt which offsets the displacement and makes it appear as if there’s more wine than a standard 750ml bottle would hold.
- This bigger size also adds to the weight of the bottle so that when an unsuspecting customer picks it up, they subconsciously think that it’s a bigger bottle than it really is.
- Foil – what purpose does it really serve? It does nothing to help the quality of the wine but it has everything to do with covering up that common empty space between where the wine levels off at and the bottom of the cork. Consequently, this makes consumers subconsciously believe they are getting more than what they actually are.
The bottom line here is, that most wineries are playing off of our ignorance in hopes of attracting their customers off of fancy packaging or bigger bottles that feel more substantial. Instead of actually getting people to taste their wines, they play the part of the male peacock and raise their “feathers” (decorations) in hopes of attracting a mate (us, the consumer).
The biggest tragedy of all? We more often than not play right into it.