Reducing Consumer Confusion

by Kevin Coupe

Hoping to take advantage of the growing market for wine in the US, Albertsons announced that they will introduce three new wine brands over the next few weeks, each looking to appeal to a different kind of consumer.

"Origin" is described as a "collection of some of the best wines the world has to offer -- multiple varietals, from multiple countries, all under one brand name." Each bottle will have a "flavor profile button" on the front, using words like "crisp" or "bold" to shoppers an easy understanding of the wine's basic qualities.

"Jenica Peak Coastal" is made up of all California wines, with each bottle including a Wine Style Guide on the back of the label to describe the taste and style of each wine.

"Q" is a label showcasing only medal-winning Sonoma County premium wines.

While prices will be "value-oriented," the company says that the main thrust of these brands will be to make wine more accessible to consumers and take away some of the intimidation factor.

This was, in fact, one of two announcements last week aimed at making wine easier to understand. The Food Network announced last week that it is going into production with a new special starring former Monty Python member John Cleese that will debunk "the myths and fussiness that make wine intimidating to the average person."

The special will be called John Cleese on Wine for the Confused, and will air sometime next year.