How crazy. This is different than someone just rating a wine more or less satisfactory on a survey; this involves an fMRI machine scanning people's brains as they drink wine and telling us pleasure centers are lighting up more with the wine that is supposedly pricier. (Note that the tasters were not professional connoisseurs.)
Expanding on Michaela's point that wine labels can be tricky to figure read and understand, it points to another marketing strategy that goes the opposite direction of Yellow Tail: highlighting the high price point of a wine. While Yellow Tail's strategy focused on a clear, clean brand with a fruity taste and minimal selection, another strategy for a pricier wine would be highlighting price to indicate the quality - which is some weird sense becomes a chicken and egg issue as perceived quality actually gets a boost from that increased price alone.
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