This is the problem facing any wine retailer, bar owner, producer or restaurant trying to sell wine worldwide. Only 18% know what to do when it comes to buying wine. According to the Wine Business Institute at Sonoma State University, only 3% of them would consider themselves connoisseurs.
For most people buying wine is like entering a minefield. All you want to do is make it through it safely. You want someone to hold your hand and guide you so that you can find the right bottle for you at a price that you are happy paying.
This is the USA wine rating competition. All wine lovers, regardless of their level of knowledge, have the opportunity to rate a wine based on the medal it won. According to research by Sonoma State University, a gold, silver or bronze medal can make a big difference in a wine’s appearance on a table or on the wine list.
However, not all medals and ratings are judged on the same criteria. It is therefore important to understand what a specific competition or event rewards a wine for.
The eyes of the consumer
For example, the USA Wine rating competition was created to assess wine the same way average consumers would. It is based on its cost, how it looks on the shelf and tastes. These three factors are all considered when deciding which wine medal to be given.
This is contrary to the way that most international wine competitions are organized. They believe the most important criteria are how the wine tastes and the score it receives from its judges. That’s it.
This is where the USA Wine rating competition begins. All wines are judged blindly, just like all other competitions. This ensures that judges aren’t influenced by price, country or region. The judges must see the wine’s label and packaging so they can assess how it tastes and looks. According to research by Sonoma State University, price is the most important factor in the lives of 80% of consumers.
Another academic paper has shown how critical it is to have the right packaging and labels for wine, as in all consumer goods categories. In their study on wine consumer decision-making, Nelson Barber MS and Barbara Almanza concluded that brand and country of origin were the most important labels. Wine style and descriptions, however, were less important.
Professional
The USA Wine rating competition judges are also here. Every member of the judging board has professional wine buying experience. They are responsible for deciding which wines will be sold in bars, restaurants, and retail shops across the country.
These wine buyers have the knowledge, experience, and know-how to identify a wine’s quality and then determine its price and how it compares to the packaging and label being used to promote it.
Three sides to a coin will determine the type of medal wine should be awarded.
The judges of USA Wine Ratings are proud to participate if it reflects their work. They must make tough commercial decisions daily when evaluating the 1000s of wine bottles that come into their offices.
Judges can make a significant impact on the fortunes and success of wines that are awarded medals. Research around the globe has shown that the sales of gold-medal-winning wines can rise by as much as 200%, while some can go up to 700%.
Producers get a boost.
This is why wine producers are willing to enter their wines in competitions they believe will benefit them, as it is an important part of their year-end marketing and promotional activities.
Producers can gain the proof they need to raise their prices by winning a gold medal. The American Association of Wine Economists has found that Bordeaux wine producers have raised their prices by 19% after winning a gold medal, with an average price rise of 13%.
The USA Wine Ratings was created to assist consumers, regardless of their wine knowledge, in making better buying decisions. A professional wine buyer has given a wine a score based on its price, quality, and value. This is much more comforting than simply relying on your gut feeling.