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Ep#25 [John Sutton] "... At The Wine Group, we're not really precious about what wine is, what wine isn't .."
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Ep#25 [John Sutton] "... At The Wine Group, we're not really precious about what wine is, what wine isn't .."
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This conversation is about the wine industry’s blind spot: the Base of the Pyramid.
Wine doesn’t survive by only selling premium. It survives because people can enter the category easily, and then some move up over time.
But if we keep shaming value wines, we don’t just lose volume.
We lose the on-ramp.
John puts it bluntly:
- “We’ve told consumers anything under $20 - under $10 - is poor quality.”
- “In US retail, 79% of volume is at $13 and below.”
- "Wines above $13 (USD) need to grow by 28%to offset the fall in wines below $13."
- “The industry needs these products for the long-term health and vitality of the category.”
So here’s the big question we explore: If today’s 20-year-olds don’t find wine as a normal, accessible part of life… will they ever ‘trade up’?
#RethinkingWine #WineIndustry #Moderation #GenZ #Community #WineMarketing #FutureOfWine #vinovisionaries #JohnSutton
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