Classifying types of Filipino wine drinkers
IN my long and continuing experience with wine drinkers both locally and regionally, either as a winery representative, a wine lecturer, a wine bar owner, or a wine importer, I have come to realize that wine drinkers can actually be classified into eight types. This is my categorization of Filipino drinkers in general, though it is possibly applicable also to our fellow regional wine drinkers since wine is not an inherent part of Asian culture. Please read and see if you fall into any of the classification below.
The Eager Learner — This type of drinker is a serious student of wine, and learning is an ongoing thing. The Eager Learner will research (books, Google, Vivino, etc…) a lot on the subject before making any wine purchase, whether it be in a restaurant or a wine store. They will spend time to read the back label thoroughly and compare the different available wines. When there are chances to interact with wine experts, the Eager Learner will have the most thought-out questions. The Eager Learner is also quite adventurous. They are willing to explore and experiment with different wines, different regions, even those from unpopular regions, made from relatively unknown varietals. They let their taste buds decide what wines they like or do not like. The Eager Learner is your prototypical genuine wine enthusiast.
The Social Drinker — This type of drinker only imbibes wine when the situation calls for it. Their preferred drink may be beer or a cocktail, but they would drink wine to blend in. They can order a Chardonnay or a Cabernet Sauvignon, not because they like these varietals, but because it sounds a lot more sophisticated than saying Red or White wine instead. They would also consciously learn about some of the most popular wines and wine regions so they can engage in conversations that involve wine. The level of wine interest is purely for socializing.
The Professional Drinker — This type of drinker only takes wine because their profession calls for it. The Professional Drinker is most likely in the Food & Beverage industry. They only drink and learn of wine because to them, wine knowledge is an additional credential in their resume. They will drink to impress their superiors or their clients. But there might not be actual appreciation, and knowledge of wines may be very superficial at the onset. It however does not mean the professional drinker will not evolve into a genuine wine enthusiast. I saw this with many wine representatives I dealt with when I was working in the Asian region. During their sales calls, these representatives talked of wines with conviction and fervor, but after working hours, they’d hit the bars and order beer to unwind.
The Old-World Stickler — This type of drinker is a staunch believer that Old World wines are superior to New World wines. They find the average New World wine to be too fruity, too oaky, and too high in alcohol. The Old-World Sticklers will argue and defend their favorite Bordeaux and Hermitage wines against what they consider to be New World impostors like Napa Meritage and Barossa Shiraz to name a few. They are used to the characteristics of Old World wines like earthiness, flintiness, and complexity, as compared to the expressive fruit power and high viscosity that premium New Word wines offer.
The Image Conscious Drinker — This type of drinker only buys popular expensive brands. They are the ones who will splurge five-digit amounts on a bottle of Bordeaux 1st Growth, Grand Cru Burgundy, or a Super Tuscan wine. They know almost all the 60 Bordeaux Grand Cru wines by growths, from 1st to 5th, and even their tough pronunciations. They are also fond of the Napa cult wines, the Australian A-listers (Penfolds Grange, Henschke Hill of Grace, etc.), Louis Roederer Crystal Champagne, etc. etc. They, however, will not spend money on expensive wine brands with no proven track record. They are also your typical garden varietal Wine Snobs. They will never be caught drinking simple and unknown wines and may prefer water or abstaining from wine if there are no good brands available.
The author is the only Filipino member of the UKbased Circle of Wine Writers. For comments, inquiries, wine event coverage, wine consultancy and other wine related concerns, e-mail the author at protegeinc@yahoo. com or via Twitter at www.twitter.com/sherwinlao.