It’s got an attractive label. It looks like a cool brand. Its covered in medals. I think it looks familiar. I’m sure I liked this one. That’s how many of us buy our wine, with a whole lot of guess work. Or we stick to something we’ve had before for fear of picking something we don’t like. Even then, wines change year to year with each vintage, so our favourite wines won’t be the same as last year. Armed with even a small amount of basic wine knowledge, not only provides a clearer understanding of why we lean towards a style of wine over another, it also gives us confidence in choosing and knowing what wines to ask for and gives us a better understanding of what goes into our favourite bottle. This is the opportunity that marketers can capitalise on to help grow a category and create greater passion for brands.