Italian Wine Podcast

Welcome to Episode 2623 of the Italian Wine Podcast. In this episode, Barbara Fitzgerald talks with the wine business consultant and researcher Tim Hanni MW about how individual taste preferences and perception challenge traditional wine communication, why perceptual segmentation matters, and how conventional sensory-based wine education may unintentionally exclude many consumers. Key Takeaways: Individual Preference vs. Wine Culture. Why wine preference is highly individual and how this reality often clashes with the way the U.S. wine market promotes wine. The Power of Perceptual Segmentation. How segmenting consumers by shared perceptual traits, alongside demographics, can fundamentally change how the wine industry understands and reaches drinkers. Rethinking Wine Education. How traditional wine education and sensory evaluation frameworks may unintentionally suppress demand instead of growing it. More about the guest: Tim Hanni MW is a wine industry consultant, lecturer, and researcher wit