Why isn’t anyone making wines for left-handed drinkers?
I know, this is a stupid idea, but there is a marketing lesson within this thought. Allow me to unpack it with my right hand.
Imagine a wine made for people who are left-handed. I think there is an interesting concept blended within this thought experiment, so bear with me. There is a community of individuals in the world who are left-handed. Could you make wine that fits better in the hand, for pouring for lefties?
Wineries tend to make wines and then go and search for an audience. But if you started with a community – say of left-handed people, what would wine look like for those folks?
Are you making wine and searching for an audience? Or, did you begin with a community who has needs?
Left-Handed Wines
There are lots of communities who you might serve.
- People who are looking for gluten-free foods. Is someone serving this audience with a GF wine?
- Diabetic have unique dietary needs, especially around sugar. Who is serving them low-sugar, low glycemic wine?
- There is a community of people who have never consumed wine. Where is the wine made for beginners to help that audience? Packaged, positioned and messaged for them. Wines for Dummy brand? Virgin wine drinkers? Wines that serve a community of novices who want to learn and need a starter kit of wines.
- Millions of people go through divorce or breakups. Who is making wine focused on helping them through a tough emotional time? Maybe the messaging is like those Hallmark cards that are to help you through your sadness or exhilaration. Think of how greeting cards are giving to help people get through a rough patch in life? Why not package wine for this audience?
- There is a growing market for vegans. Who makes wine for them? Many wines use some fish byproduct for filtering. Where are the wines for vegans that work especially well with vegetable-based or plant-based diets?
Marketers should find attractive communities who are already passionate about an idea, cause or an issue. Then, they should find a way to make a product that uniquely serves them.
Stop trying to sell your wine to an audience.
Start with the audience and create a product for them.
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