Yellow Tail Wines. One of the most successful and innovative wines of its time.
Why? Because it’s sweeter than most wines of its genre… to appeal to a growing younger class of wine consumers.
Why else? Because it’s relatively inexpensive… also to appeal to the growing younger class of wine consumers.
So have you ever wondered why you see these wines at grocery stores but not often at restaurants?
I bet you haven’t; but I have!
The answer is in how humans view all things relatively. At the grocery store, Yellow Tail is compared to much more expensive wines, which makes it appear as if it is a much better deal than others in its genre. However, even at the same price, at restaurants that cater towards younger audiences, the wine would appear much more expensive compared to the other cheap wines that are offered. This is known in the psychology world as a term called “framing,” which describes how the context of a consumer product has an effect on how the consumer views it. This also describes how important context and product placement is in marketing since consumers view all products relative to one another.
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