Surveys often stop at “I like it.” Conversion asks a harder question: after tasting, do you buy?
Unione Italiana Vini published a Vinitaly-linked PDF with generational conversion indices across major Italian denominations. Amarone, Prosecco, Trento Doc and peers sit in the same grid so marketers can see which names turn curiosity into a bottle for Gen Z, Millennials and older cohorts. Primary tables beat vague brand vibes.
Mini-concept: conversion is the bridge from sampling to shelf. A grape can win applause and still lose the basket if price, occasion or trust fail. Young drinkers often need a tasted memory first. Older buyers may stay loyal to a known price band without a new pour.
For anyone teaching wine as an intentional drink, these indices are gold. They show where a short tasting beats a loud ad — and where a famous name still carries itself. If you want wine to beat a random RTD, put the glass in someone’s hand, then make the next buy easy.
Keep the tool: one PDF, many cohorts, clear conversion scores. Taste is not enough until it becomes a choice on the way home.