Understanding Consumer Wine Perceptions with Tim Hanni MW

Tim Hanni MW
copyright HanniCo LLC 2017 1
Wine Hospitality
Where is your compass guiding you?
let’s start a new
Conversation about wine

On Wine Bullshit: Some New Software?
“I think the wine trade is intrinsically bullshit-
prone and therefore attracts bullshit artists…
Some people are born bullshit artists, others
learn to become bullshit artists…”
Richard E. Quandt
Journal of Wine Economics, Volume 2, Number 2, Fall 2007

Perception is not Reality!
Shhhhh….
When I count to 3 laugh really loudly,
whistle if you can and clap like crazy!

Hospitality…
guest
O.E. gæst, giest (Anglian gest) "guest, enemy," the common notion
being "stranger," ghostis "strange" L. hostis "stranger, enemy," and
hospes "host," from hosti-potis "host, guest," originally "lord of
strangers."
host
"person who receives guests,"
A good host is always considerate of the guest's needs.

11/15/2017 copyright HanniCo LLC 2014 7

Are you ready to be HOSPITABLE?

1. Newly understand the total wine MARKET
2. Embrace and cultivate ALLwine consumers.
– Understand the COSTto the wine industry for disenfranchising sweet wine consumers
– Wine selections representing a balance of personal passions, prices and flavor profiles for
ALLconsumers.
3. Revise wine education and training and that begins with new NEW
FUNDAMENTALS:
– Self awareness of personal preferences and learning about the differences in how we
perceive wine.
– Understanding of consumer preferences and how THEY perceive the wine value.
– Revising common misconceptions, confusing definitions and the history and traditions of
wine
4. Don’t OVERPLAY wine and food matching.
5. Build better TOOLS for selling wine (Progressive Wine Lists) and teach your others
how to use them

Reciprocity
• Successful, professional hospitality requires mutual
benefit to the host AND the guest!
– Creates a positive memorable experience for the guest
– Conveys the brand promise and values while satisfying the
business needs of host

hi, can I help you find
a wine you will LOVE?
I am a
TRAINED WINE
PROFESSIONAL
Let me help
YOU

What do you LOVE MOST about wine?

your VINOTYPE determines
your wine and food preferences &
expectations

What is a VINOTYPE?
• A phenotype is the combination of physiological
characteristics of an organism and how they adapt to their
environment.
• A vinotype is the combination of physiological
characteristics of a wine-drinking organism and how they
adapt to their environment.
• Understanding and learning to recognize Vinotypes allows
you to understand the preferences and behaviors of other
wine consumers and strategically target your offerings to
sell them more wine they will love!

Genetics & Preferences

Sensory Sensitivity
how many receptors, what kind =
range and intensity of sensations
Learning,
Observation
(psychology)
Culture,
Environment
(sociology)
Life
Experiences
(memories)
PERSONAL
OPINIONS
Right vs. Wrong
Good vs. Bad
Like vs. Don’t Like
16copyright HanniCo LLC 2017

www.myvinotype.com

what is YOUR vinotype?
–sweet?
–hypersensitive?
–sensitive?
–tolerant?

Individual perception and opinions

Predicting wine preference: testing the
premises of the Vinotype theory
Carl Peter Borchgrevink and Allan Lewis Sherwin
School of Hospitality Business,
Michigan State University, East Lansing, Michigan, USA

1. That it is reasonable to consider adopting the
vinotypic approach.
2. Businesses that sell wine can have their sales and
service staff use the Vinotypic approach to assist
consumers in selecting wines the consumer will find
delicious.
3. This should lead to customer satisfaction and
possible repeat sales/visits.
4. Consumers can use the Vinotype theory to develop
an understanding of which wines they like
The support for the foundational propositions
of the Vinotype theory suggests

doesn’t everyone’s palate
mature to like dry wine?
NO! and our attitude has to change!

let’s stop scaring the hell out of people

Wine PR
legend
MD, PhD
Prof. Cornell
sweet vinotypes we know and love:

Step away from the White Zinfandel!

copyright HanniCo LLC
2017 26
match wine to the diner,
not the dinner
The Lafite, Romanee,
Hermitage, the Cote Rotie…or,
if the GUESTS PREFER, the
white wines of Bordeaux, the
Sauternes, the St. Peray…

time to rethink wine with food:
- bad history
- unrealistic recommendations
- pseudo sciences
And do not necessarily stop it, just be smarter!

Have you even tried it?copyright HanniCo LLC 2017 28

flavor balancing = TRADITION
SALT IN FOOD
UMAMI IN FOODSWEETNESS IN FOOD
SOURNESS IN FOOD
MAKES WINE STRONGER
Drier (less sweet)
Less fruity
More acidic
More bitter and tannic
BALANCE = DELICIOUS FOOD THAT IS GREAT WITH ANY WINE YOU LIKE
MAKES WINE MILDER
Less dry (sweeter)
Fruitier
Less bitter and tannic

sweetness and umami
amplify bitter and sour tastes…

acidity and salt
wine’s best friends…

physiology and personal
preferences

Common Myths
• Every consumer wants to explore and discover new wines
• Wine is ‘BEST’ accompanied by food
• Our palate ‘matures’ over time
• Americans like sweet wines because we grew up on soda pop
• Wine education sells more wine
• Foie Gras ‘goes with’ or is a ‘traditional match with’ Sauternes or other sweet wines
• Tongue map: http://www.livescience.com/7113-tongue-map-tasteless-myth-debunked.html

Our unique proposition
• Unique sense of place…you and 8,500 others
are promoting this
• Terroir driven
• Hand selected…

The Vinotype Conversation
with Tim Hanni MW

The OLD Conversation
“As your palate matures…”

Were do you want to go?
I am a
TRAINED
WINE
PROFESSION
AL
Let me help
YOU!
• ENGAGE by initiating the “new
conversation”
• LISTEN for indicators of sensory
sensitivity, preferences, aversions
and expectations
• GUIDE your customers to the
wines they will love the most
= MORE SALES &
REPEAT BUSINESS

The NEW Conversation
1. Start with your normal introduction – hi and welcome, where ya from? What
brings you here? Have you been here before? Let me tell you about our winery…
2. So how about some wine, and let’s start by focusing on YOU GUYS first.
– Our mission is to find which of our wines are going love the most.
– What kind of wines do you normally love the most? And do you all like the same kind of wines?
– If you don’t know what your like it doesn’t matter let’s start in the middle and find out!
3. Have you ever heard about Vinotyping? Let me tell you a little about it…
(explanation of Vinotype concept - watch the Factoids videos on Vinotypes!)
4. OK then, let’s start you with this wine…then you tell me how I’m doing.
5. And please avoid the false conventions of unrealistic context!!
– This is a picnic wine, best in summer/by the fireplace, entry-level wine, etc…
•Your favorite wine is almost always the best choice with food, and this is the true
tradition! Watch the Factoids and Myth-takes video on Flavor Balancing!

The NEW Conversation
“As your palate matures…”
Individual preferences are not always consistent with Vinotype results and
this is very common! That is why ‘reference wines’ can be so important.

Reference Wines & Comparative Selling
• Oaked Chardonnay
• Intense Rhone and Red Blends
• Petite Sirah, Malbec
• Zinfandel
• Cabernet Sauvignon
• Late Harvest, Ice Wines (8% rs+)
• Sweet Fruit Wines, Sangria, Mead (4-8% rs)
• Sweet Riesling, White Zin & Moscato (1.5-4% rs)
• Off-dry Riesling, Chenin Blanc, Rose (.8-1.5% rs)
• Dry Riesling, Pinot Grigio, Rose
• Sauvignon Blanc, Albarino
• Dry white blends un-oaked Chardonnay
• Fuller-bodied Chardonnay
• Beaujolais, Light Red Wines
• Pinot Noir, Smooth Red Blends
• Merlot, Sangiovese
Sweet 1.2+ rs, fruity aromatics, lower
alcohol, IMPECCABLE winemaking –
watch SO2 levels!!
Delicate, fruity aromatics, moderate
alcohol, IMPECCABLE winemaking –
watch SO2 levels!!
Smooth, rich flavors, low phenolics,
moderate to higher alcohol – open to a
wider range of styles and flavors.
Intense, concentrated, oaky and
tannic. Higher alcohol levels.

Some things to remember…
1. Tell Sweet Vinotypes that, according to research, they have the MOST taste bud.s
2. Have you ever tried ‘Tim’s Tequila Trick’? Keep some salt and lemons on hand to
demonstrate.
3. You came up a Sweet Vinotype and LOVE only dry wines? That is common, so
you are actually a Hypersensitive Vinotype.
4. You want a wine as a gift.. COOL! Can you tell me about the lucky person?
5. Don’t forget our website and wine club are set up to make buying more wine
easy for you when you can’t make by here.
6. What do I like? Well, these are my favorites… and I am an Sw/Hs/Se/To Vinotype.
•Individual preferences are not always consistent with Vinotype results and
this is very common! That is why ‘reference wines’ can be so important.

Use our expertise to guide consumers

hi, can I help you find a
wine you will love?
I am a
TRAINED WINE
PROFESSIONAL
Let me help
YOU

questions?
want more of this?
for more information:
www.timhanni.com
tim@timhanni.com
www.myvinotype.com

Understanding Consumer Wine Perceptions with Tim Hanni MW

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