Addendum to "What Job Does Your Wine Do" (Thanks to Courtney O'Brien)
Linkedin regular, and drinks business consultant, Courtney O'Brien also considered what job any beverage has to do - and, in a Linkedin post, usefully went further than I did in my Substack
The following text and the image above were created by US beverage consultant, Courtney O’Brien. Many non-US readers will not recognise the brands she references, or even the categories, but the point she is making is crucial: if you think your wine is only competing against other wines, you may well be missing an essential point
➤ Consumers are not choosing drinks by category anymore. They’re choosing by moment.
➤ That sounds subtle until you realize what it does to your competitive set.
Your nightly Sauvignon Blanc doesn’t just compete with other wine anymore. It
competes with Recess, High Noon, Michelob Ultra, a non-alc spritz, and poppi.
Not because those are the same product. Because they’re competing for the same job in the eyes of that consumer.
Same shopper. Same night. Different outcome desired.
Buyers are already operating this way too. Shelf space is tightening, slow SKUs are getting cut, assortments are shrinking.
Nobody wants to take a bet on something that requires a long explanation.
What buyers want now is pretty simple:
➤ Can I understand what this is in one second?
➤ Is the moment obvious?
➤ Do I believe it will sell without me babysitting it?
If you’re building your 2026 plan right now, here’s the question I’d start with:
What moment do you want to own, and what proof do you have that you already win it?
If you can’t answer that cleanly, you are asking the buyer to take the risk, and building a growth curve based on hope.