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Home > Blogs > Uncorked > Archives > 2005 > October > 26
Wednesday, October 26, 2005
Oh Yes, Pigeonhole Me, PLEASE
Thanks to all who commented on the previous post on the Constellation Wines Project Genome Really Big And We Mean REALLY Big Consumer Research Project. And thanks for your candid self-analysis of your wine-drinking habits and which of the 6 magic categories in which you belong.
Realize, of course, that we cheated in allowing “blending” of categories. Remember, the Conclusions reached by the Authors and Grand Poobahs of the Constellation Wines Project Genome Really Big And We Mean REALLY Big Consumer Research Project pretty much ruled out any such blending when they decided that “… consumers tend to fall into six unique segments, each with its own set of attributes, motivations, preferences and shopping behaviors.”
So, the “unique segments” wording suggests we can’t be blends.
Of course, it ain’t that simple.
I’d love to be able to claim that …
… I’m 100 percent “Enthusiast,” which would mean that I am “passionate about the entire wine experience from researching what (I) buy to sharing (my) discoveries with friends and family.” Heck, since I write a wine column and now a wine blog, make that “sharing my discoveries with friends, family and a whole bunch of other people I’ve never met.”
But it, um, ain’t that simple.
I’m also a bit of an “Image Seeker” when I bring a wine to a gathering of my wine-drinking buddies who I known darn well will be breaking out the heavy lumber. A delicate little Albarino from Spain won’t find a place at the table, no matter how engaging.
And darn right I’m a “Savvy Shopper” at times, meaning I seek “great wines at a great value.” Newspaper reporters are not paid king’s wages. Neither are schoolteachers (I married one. A very good one.) So bargains, they call my name like the Wind Cries Mary.
A “Traditionalist” who likes to “feel that their wine is made by a well-known winery that’s been around for a long time?” Heck yes, once in a while. I like to try wines from the same producer across several vintages. I have a couple of modest verticals in my cellar. I’ve talked face-to-face with winemakers, in California, in France, in Italy, and yes, in Ohio. Their wines will always be of heightened interest to me, because of that personal connection.
Am I a “Satisfied Sipper” if I prefer a “sensible choice (I) can feel comfortable serving to friends and family?” Who doesn’t want to be sensible, even, occasionally, when it comes to wine?
And am I sometimes “Overwhelmed,” which means I “find shopping for wine complex and worry about making a mistake?” Heck yeah, every time I buy a red Burgundy. And live to regret it.
So enough about these “unique segments.” If the wine marketers want to cram us into pigeonholes, I’ll see through their efforts. I’ll rebel. And I’ll buy what I damn well please, thankyouverymuch. Depending on which — um — category or categories I’m feelin’ that day.
I have a feeling you will, too.
Cheers!
Mark Fisher
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