ARE YOU OVERWHELMED?

Recently, I read Tina Caputo’s article in the May issue of Wines & Vines, an industry mag that is more concerned with winemakers and wholesalers, but it’s nevertheless a pretty handy insider look into the biz. Ms. Caputo’s article was entitled “Many Consumers Overwhelmed” and reported on the recently completed “Project Genome” consumer survey conducted by Constellation Brands U.S. – the megacorp borker/importer of brands such as Franciscan, Blackstone, Simi, Penfolds, Hogue, Lindeman’s and many more.

Heralded as one of the largest consumer surveys ever conducted, this 2005 study of 3500 wine drinkers concluded that 23% of those were overwhelmed by the sheer number of wines available for public consumption. Indeed, even someone like me, a self-proclaimed supergeek that eats, drinks (obviously) and lives wine, is pretty blown away by all the new wines that hit the streets each week. It’s absolutely for most of us professionals so I can only imagine how intimidating it is for anyone new to drinking wine.

The report goes on to say that more needs to be done to help deflate the daunting aspects of walking into a wine store for American wine customers, such as educating sales staff. The biggest problem, the report goes, is that “most people in the industry are considered Enthusiasts”, and that “may account for the industry’s failure to understand Overwhelmed consumers.” I must admit that in all my endeavors to bring to the table the newest, most unique wines out there that offer the most bang-for-the-buck, I often neglect those brands that have been staples of most wine stores and restaurants for decades. I have admittedly been walking around with my geek volume on 11, so I will probably need to turn it down a notch or two.

The only downside I see to this survey is the economics of it all. When many of these old, established producers jacking up prices on a steady basis, it can prove difficult for consumers to stick with said producers, especially as the price of gas and groceries continues to skyrocket. Yet the report does open one’s eyes to the problems that face us cork dorks.

To read the report, visit http://www.cwinesus.com./genome2008.html.