I’ll be honest. The ongoing pandemic and isolation have really done a number on me. It’s incredible how the world feels so jumbled and out of place while also static and frozen at the same time. It’s been tough working up the urge to write, so I’ve spent my time more as a consumer rather than commentator.
But that tour of just making due, day by day, has ushered in an appreciation for how screwcaps so brilliantly encapsulate the mood and needs of wine consumers right now. Now this isn’t going to be a post extolling the virtues of screwcap versus corks. But rather I want to give you a little microcosm on motivation and how that impacts the consumer buying journey.
Plus, as the wine industry continues to dig itself out of the rubble of the pre-digital Stone Age, it’s worth wondering how often we “taint” the process in various ways.
Because, frankly, we’re all tired right now.
Mentally, emotionally, spiritually. Even physically. Sure, some folks are handling things better than others but it may be that they’re just better at hiding it. And this sense of tiredness impacts everything.
Even when we initially have the impetus to do something, it’s easy to get derailed. Anything that gives a modicum of stress can be enough to sap the desire to continue whatever journey you started, whether that be the buying journey to discover a new bottle or even the start of the re-buying journey that begins at the consumer’s home staring at their wine rack.
So many times this past year, I’ve gone to that rack, searching for something to drink only to feel the pangs and hesitations of “Ugh, do I really want to deal with this?”
Do I really want to muck around digging out the corkscrew? Do I want to fuss with the foil or fight with some blasted wax capsule that only makes me angry that I bought this wine in the first place? Is it worth the time or effort to enjoy this bottle of wine?
Often, the answer is yes because I’m an “engaged enthusiast.” But sometimes the answer is, indeed, No.
No, it’s not worth it. And if that is the case with someone who is in the minority of consumers that are engaged enthusiasts, how often do you think “Nah, it’s not worth it.” comes up for the majority who are just looking for something to drink?
How often do they look at their wine rack and think it’s not worth the time and effort to enjoy a bottle of wine?
Of course, this goes far beyond packaging.
We do so many things as an industry to keep piling on the effort we expect consumers to endure to enjoy our products. How much thinking do you want to do at that wine rack while picking out a bottle? Which pairing will work? Do I need to decant this? Is this wine ready to drink? Will this be sweet? Tart? Tannic? Earthy? What grape is even in this bottle?
Sometimes you don’t want to do any of that. You don’t want to think. You don’t want to work.
All you want in this godforsaken crazy world is to simply enjoy a glass of wine.
That is the intent. That is the desire. Now, how many obstacles are you willing to deal with to get to that goal? In this day and age, not many.
Sometimes, all you want is just One-Click Drinking.
Last night, the perfect antidote to that “Do I really want to deal with this?” mood was a bottle of 2019 Mac Forbes Yarra Valley Pinot noir sealed under a screw cap. I was alright with the thinking part of the equation, but I really didn’t want to mess around with finding a corkscrew. Pure, simple laziness but damn if that wasn’t the exact place I was in.
I didn’t care about the romance or traditional “pop” of a cork. I wanted the romance of less fuss and nonsense in my life. Give me the swift motion of a simple click–a smooth consumer journey from bottle to glass. No interruptions. No gadgets. Just me, my intent, my desire, and the easy achievement of that goal.
Why can’t everything in wine be as easy as screwcaps?
At every step of the consumer journey, there will be multiple opportunities for that “Ugh, is this worth it?” to pop up. It’s the “cork taint” of sales–able to spoil an entire basket with a single drop. And it’s both systemic and endemic. While you can’t always account for everything going on in a consumer’s head, there are still many things under a winery’s control–especially at the beginning of the buying process with DtC sales. From poorly designed and hard to navigate websites, impersonal and joyless shopping experiences, to even unexpectedly high shipping costs–you want to limit as many of those hiccups as you can.
You want the buying experience to be as smooth and simple as opening a screwcap wine. No need to jump through hoops. No hesitation arising while digging around to find things–whether that be a particular wine on your site, shipping details, or a corkscrew. Don’t make consumers have to cut through the foil of multiple clicks and pages to get to their end goal–that glass of wine. That only increases the chance of bugs & site errors nicking their fingertips like a bad foil cut.
The one thought I want you to leave with is to remember this time that we’re living in now. Be mindful of the scars and habits that are being engrained. People may still want your product. They may still desire it and initially seek it out.
But there’s always going to be opportunities for that “Ugh, is this worth it?” cork taint to seep in. Identify those trouble spots and put a screw cap on them.