The USA Wine Ratings is unique in its approach, assessing wines based on quality, value for money, and packaging - three critical aspects that drive a wine’s success in the marketplace. For a wine to earn its place on a retailer’s shelf or restaurant wine list, it must not only taste exceptional but also offer compelling value and stand out visually. These elements reflect the competition’s focus on recognizing wines that resonate with both consumers and trade buyers.

To understand how this trifecta plays a role in wine selection, we spoke with top buyers across retail and hospitality channels. Here are their insights:

Q: When you evaluate a wine, how do you balance quality, value, and packaging in your judging? Are there any particular aspects that tend to stand out to you?

Jusden Aumand, Buying and Sourcing Director at Tri Vin Wine & Spirits

“Wine is emotional. Connective packaging and complex aromatics set the stage to persuade. A wine’s story starts with its packaging and continues with its quality in the glass. When both align, the emotional connection strengthens, making it irresistible to consumers.”

Greg Richtarek, Wine Manager at Safeway Stores

“Quality and value are key. Packaging is too subjective. While I appreciate good design, it’s the wine inside the bottle that truly matters. Consumers ultimately return for the quality, not the label.”

Jeff Slankard, Wine and Beer Director at Barons Market

“When we evaluate potential wines for our stores, the first step is to look at the packaging. If it doesn’t pass that test, we don’t bother tasting it. Once we taste, we determine a fair retail price based on quality. Higher-quality wines naturally command higher prices, but factors like consumer requests and winery reputations also influence our decisions.”

Emily Carlson, Wine Director at Barndiva and Junior Buyer at Last Bottle Inc.

“Quality is always the most important and can never be skimped on, no matter how good the value or packaging. Wines that consistently deliver on quality relative to price build trust with customers. Once you have that trust, you can introduce them to new wines they’ll enjoy. But it all starts with quality.”

Q: In your opinion, what role does packaging play in influencing consumer perception, and how much weight do you place on it when judging?

Jusden Aumand, Buying and Sourcing Director at Tri Vin Wine & Spirits

“Many wines in retail are selected due to packaging, so it is a crucial element in many instances. However, I believe packaging should be judged separately in a blind tasting as it can introduce bias. It’s essential, but it should not overshadow the quality of the wine.”

Greg Richtarek, Wine Manager at Safeway Stores

“Unfortunately, packaging has too much influence on the consumer. For me, readability is critical—if I can’t read the label, that’s a negative. Packaging should support the wine, not complicate it.”

Jeff Slankard, Wine and Beer Director at Barons Market

“Packaging is the first hurdle to overcome to end up in a consumer’s shopping cart. It’s extremely important. In most competitions, packaging isn’t considered, so it’s refreshing to have it as a key factor in USA Wine Ratings. Thoughtful design makes a big difference in retail.”

Emily Carlson, Wine Director at Barndiva and Junior Buyer at Last Bottle Inc.

“Packaging plays a bigger role than ever, especially with younger wine drinkers. Thoughtful and well-executed designs convey the wine’s style and personality, helping consumers understand what they’re getting. It’s essential for wines to deliver on that promise.”

[[relatedPurchasesItems-55]]

Why the USA Wine Ratings Approach Matters

The USA Wine Ratings competition is uniquely designed to evaluate wines on all three key factors—quality, value, and packaging—to ensure that winning wines are not only exceptional in taste but also marketable and consumer-driven. This holistic approach aligns with real-world buying decisions, where all three elements contribute to a wine’s success.

1) Quality: Wines must offer a memorable drinking experience and display excellence in craftsmanship.

2) Value for Money: Wines that deliver exceptional quality at their price point are rewarded, ensuring both trade and consumers feel confident in their purchase.

3) Packaging: With shelf appeal playing a critical role in consumer choices, thoughtful and innovative designs are essential to stand out in a competitive market.

By focusing on these criteria, the USA Wine Ratings provides a comprehensive assessment that mirrors what buyers prioritize. Winning a gold medal here signals to retailers, importers, and consumers that a wine is market-ready and positioned for success.

The Super Early Bird Submission Deadline is December 20, 2024. Don’t miss the chance to showcase your wines to a panel of expert buyers who understand the nuances of consumer appeal and trade expectations. Submit now to elevate your brand and ensure your wines are recognized for what truly matters—quality, value, and the ability to stand out.

Also Read:
Early 2025 USA Wine Ratings Entrants to Get Free Showcase at 2025 IBWSS in San Francisco
Powerful Retail Buyers from Leading Wine Stores to Judge USA Wine Ratings
How The USA Wine Ratings is judged?