spend a lot of time on the Internet searching for wine information.

Wine Enthusiast market segment accounts for just 12 percent of all wine buyers, but they purchase 25 percent of all wine

So how do you turn this shift in the signalling of wine status to your advantage? Ana Andjelic suggests modern brands (and I'd add wine brands) can thrive in the aspiration economy by aligning with Andjelic's “Four C’s”:

• Content: This means sharing stories, tutorials, and insights that educate consumers about your wine, its culture, and its histor