|Wine Purchase Decision Making by percentage of respondents|
For average American wine consumers, it's almost backwards.
Sonoma State University released its third annual American Wine Consumer Survey this week. It's based on 1081 consumers, and ends thus: "Caveat: Since this survey is based on a representative sample of American wine consumers, and not a random sample, it cannot be generalized to all wine consumers." This begs the question, "Why bother?" But I'll report some of its findings anyway because what the hell, we're in the post-fact era, and only liberals worry about truthiness.
The survey asked what factors are most important in buying a wine. Price is No. 1, of course. But after that, it's brand, varietal and country.
I get that: people outside the gourmet bubble ask me what I think of French wines, or Spanish wines, not what I think about St-Joseph wines or Rias Baixas wines.