I`m going to add even more Niche the Steve`s niche... (It`s funny, CampSteve seems to get my creative juices flowing... I think my creative juices flow Merlot most of the time) Going with what CampSteve said about your recommendations and REALLY focusing on Wine for NEWBIES I remember back in the day when....
"You walk into a wine shop you are in a wine shop and you have a pretty good idea of what you want. But as you wander around the shop you realize that there are so many different wines and the prices vary so much.
What do you do? In my case I usually look for a nice looking bottle that is not too expensive and I buy it, hoping people will like it."
I needed someone (or somesite) to break it down for me in a fun and informative way. Really talk to Newbies in THEIR language then tell them what it means in Winespeak.
I don’t like that bitey feeling on my tongue= winespeak translation “I am looking for a red without a lot of tannins” (then offer a suggestion)
I’m looking for something cold, fruity and easy drinking=wine speak translation “Can I please try a Pinot Grigio?”(Then offer a suggestion)
If you are marketing to Newbies… think like a newbie.
I know it’s hard after YEARS of drinking, but I do remember my early twenties and what I started out liking, what I graduated to and what I like now are all VERY different wines. Wine drinking is a progression. Start with your market from the beginning and work with them. I didn’t know what “OAKY” or “GRASSY” meant and sure as heck wish someone would have told me in plain ol English! Anyway, you get the idea. Speak the language of a newbie and give them a translation that they can take to the store and feel confident saying along with a recommdeation, maybe even in 2 price ranges.
If you can`t take yourself back there to Newbie status, you can even ask some friends who has never really gotten into wines to have them drink different kinds and have them discribe what they taste.
I guarantee they won’t be throwing out words like balance, finish, nose, and dry. THEIR discriptions are what you want to be using to speak to your target market.