What is it?

We developed the map as a solution to the question I’ve been asked the most by my friends, family and people I meet – I really like x wine, what else will I like. Being visual I started envisaging a diagram or infographic with 50 or so wines on (one a week). And thus the WineTubeMap was born. Each line is a flavour profile, each station a grape, region, appellation or collective group.

Why does it work?

Many consumers complain that once they’ve found a wine they like that they don’t have an easy way to experiment around it so they stick there. The map provides a way of doing this and takes away a number of barriers and stigmas that come with wine. It is intuitive and requires no other wine knowledge, anyone can just pick it up and use it in a number of different environments. It takes the experience away from the classical wine trade cues and puts the power in the hands of the consumer.

There is a lot of research on visual, spatial and experiential learning being more memorable and retainable and so we do as much as we can in our communication and events to give people something to take away so they can keep exploring themselves.

What’s the basis?

We did a lot of research on grape physiology and wine composition to create the map but realised the real key was making it work for the consumer so ran tastings of the wines in different orders to get the consumer perspective of what worked for them. Of course, like the real underground map, there are imperfections, stylistic differences but we believe even with these the map does its job and provided people with a basis to explore.

If you want to get involved, give us your feedback or collaborate please get in touch!