The VinePair Podcast: Do Drinkers Flavor-Match Across Categories?

Wineries are already learning from successful ready-to-drink (RTD) brands by reworking their packaging, as evidenced by the rise of wine packaged in individual cans and pouches. But beyond mimicking the format, can wineries attract consumers by capitalizing on the fruity flavors that drive consumption of RTD brands? This unofficial strategy is called flavor-matching.

Today on the “VinePair Podcast,” Adam, Joanna, and Zach discuss a point raised during the recent Unified Wine & Grape Symposium: Can wineries expand their reach by relating their products to existing flavor preferences? Can beer and spirits companies also flavor-match to generate more attention and, in turn, more profit?

Zach is drinking: 50/50 Martini
Joanna is drinking: Patagonian Sour at Love’s Alibi
Adam is drinking: Gattinara

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