Neil McGuigan: Consumers need education that ‘less is more’ on flavour

Consumers need to be educated that ‘less is more’ when it comes to trading up, according to Australian Vintage boss Neil McGuigan. He said internationally focused wineries face a challenge because the trade has educated consumers towards entry level wines full of obvious “in your face” flavours, and now is trying to convince them to “pay more for wines where they are getting less, more subtle flavours”. He called on the trade to work together to educate consumers around the quality of more “elegant” and “refined” wines, reports Harpers Wine & Spirit.