Most people buy wine randomly. That appears to be the case from what I’ve observed in supermarkets. I heard one woman say she liked a particular chardonnay because it had a blue label. Another shopper said he wanted to try a dark red wine, like Chianti.
I need not say that the color of the label has nothing to do with the quality of the wine, or that Chianti rarely is a dark red wine. But wine knowledge isn’t mandatory for most wine buyers.
Then there are the wine buyers who buy wine after having read something in the store that’s intended to influence what we end up buying. It’s called a shelf talker….