Have you noticed organic and sustainable claims made about the wines you're considering to purchase? Recent research out of the Wine Consumer Lab shows that if the “organic” or “sustainable” message claim about a wine is worded to be more concrete and specific (in terms of what makes it sustainable, for instance), and a consumer sees the direct benefit to themself, they'll be more likely to want to purchase the wine. However, if the claim about the wine is more abstract and vague, consumers will be more likely to want to purchase the wine if they see the benefit pertaining to others. Fascinating, isn't it?
