Wine should be sold as ‘an emotional experience’

Wineries are marketing their products in the wrong way and should instead be selling consumers “an emotional experience” according to a leading Languedoc producer. Speaking to the drinks business during a recent visit to London, Jean-Claude Mas of Domaine Paul Mas said: “Wine is not a product, it’s an emotional experience and we should be selling it this way. “Money is a form of frustration for consumers now. They are looking for something new, something that can only be had from new experiences.”