Simplistic maybe, infact some might go as far to say blindingly obvious - but a book I was reading this week got me thinking with this statement "there are only 2 ways to sell more of your brand: 1) get the people who already buy it to buy more, 2) get the people who DON'T buy it already to start buying it.
The wine industry seems to spend a lot of time trying to do 1) - and very little energy ever seems to be devoted to 2) . Infact those who do stick their head above the parapet to start talking about how to bring new consumers into the category are often met with looks that are probably described as disdain at best.
True, a relatively small number of the total wine drinking population in both the UK and US currently accounts for the vast proportion of spend. But what about all the people who don't currently drink wine? Do we even know why they don't drink wine? Is it as simple as a preference for the taste of beer or spirits, or is it better explained as a lack of affinity - or a combination of the two?
We could carry on hypothesising, but right now I dont think there's much for us to draw on here other than intuition. And lets face it, a lot of people in the wine industry are just too passionate and engaged in wine to intuitively get into the head of someone for whom wine just isn't relevant.
It would be interesting to know if anyone has ever actually gathered any real data about all these non-wine drinkers. Because unless we understand them, arguably we could be missing out on 50% of the opportunities to increase volumes.
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