Wine buyers (retailer and restaurants) purchase wine for a kaleidoscope of reasons.

• There’s a deal
• It tastes great
• It’s popular nationally
• It’s not popular nationally
• It has limited availability
• The label is awesome
• They are doing you a favor
• Their boss told them to.
• They’ve liked it in the past
• They’ve never heard of it

Then the end consumer (the customer of retailers and restaurants) purchases wines for a kaleidoscope of reasons.

• There’s a deal
• It tastes great
• It’s popular nationally
• It’s not popular nationally
• It has limited availability
• The label is awesome
• They are doing you a favor
• Their boss told them to.
• They’ve liked it in the past
• They’ve never heard of it

The interesting this is: rarely is the reason the same for both the wine buyer and the end consumer.

Think about motivations at all steps.