HNW individuals pursue their HNW interests with other HNW individuals. The major donors to your local charities know one another. Country clubs are still popular. People belong because they choose to be in each other’s company. I have often thought wine is a crossover category.
Let us assume HNW individuals have their hobbies, interests and passions. Some collect art. Others own big boats or drive exotic cars. The challenge is you need to “own the playing piece” to get into the game. If you join the Ferrari Club, you can’t always say your car is in the shop. Sharing an interest in wine has lower financial barriers for entry.
Let us look at 10 ways an interest in wine can get you in front of HNW individuals.
1. It’s a talking point when you meet someone. You have gotten involved with the local museum. You are attending an opening reception. You meet someone. After the icebreaker questions, “Where do you live” and “What do you do,” you start talking about interests. Many HNW individuals have an interest in wine or are collectors. Now you have something to talk about.
2. Buy wine and start drinking. It’s been said all you need to learn about wine is to buy a few bottles and a corkscrew. Learn what you like to drink. Settle on a region, grape types and style. Know the famous names. Buy those bottles and taste them with friends. When you talk wine with HNW individuals you can hold up your end of the conversation.
3. Get them talking. Listen. Many wine fans love to talk about their collections and expensive bottles they have drunk. Let them carry the conversation. One of the best lessons I learned was: “The person talking is the one having a good time.” They should like you because you listened to their stories.
4. Attend wine dinners. Find the local restaurants that do wine dinners featuring wines from one producer. These sell out quickly. The audience is obviously fellow wine fans. The cars in the parking lot should give clues to their net worth.
5. Attend wine tastings and samplings. Your favorite fine wine shop(s) should have popup tastings once or twice a month. For an hour or so, a famous producer visits the store and pours their wine. Famous producers usually attract HNW wine fans.