How Wine Can Survive the 2024 Election

Tips on keeping your wine brand safe during a brutal and partisan 2024.

When was the last time you noticed an established winery, wine retailer, wine distributor or any other participant in the wine industry significantly increase their revenue as a result of actively engaging in public discussion over national politics? Go ahead. I’ll wait……

Still waiting….

OK. So, with the knowledge that it never happened in mind, let’s discuss how a wine company can survive what is likely to be the ugliest presidential political campaign since the South threatened to secede from the Union if the Republican won — which he did, then they did.

First, let’s not pretend that we don’t quite know what’s coming. Democrat Joe Biden will face off against Republic Donald Trump. This is such a certainty that these two candidates don’t even feel a need to debate their opponents for the nominations of their respective political parties. Moreover, it strikes me as a likelihood that no debates will occur between Biden and Trump once each procure their party’s presidential nomination this summer. So, we know what’s coming.

Second, let’s acknowledge that Democrats and Republicans don’t engage with alcohol differently. A 2019 Gallup poll revealed that party membership was not indicative of significant differences in what people drink. When asked about their favorite alcoholic drink, this is what we learned:

FAVORITE ALCOHOL

BEER. WINE. SPIRITS
Democrat. 39%. 28%. 25%
Republican. 31%. 31%. 28%

The point here is that a wine-related company gains no commercial advantage or the prospect of enhanced sales by appealing to Democrats (Biden) or Republicans (Trump).

What about a wine company attempting to enhance its sales and revenue by appealing to supporters of one candidate? A recent Gallup poll shows that 41% of Americans view President Biden favorably while 42% view Trump favorably. If this Favorability Contest were lopsided with one candidate being seen as favorable by 70%+ or so of the electorate, then a wine company may indeed gain commercial advantage by appealing to the favored candidate. What seems clear is that all things being equal, it is unlikely that Biden or Trump is going to see their favorability ratings far exceed their opponents. Again, no benefit to a winery or retailer or wholesaler marketing their products or services to the followers of a particular candidate.