Mind Over Matter: Angus Hughson on the Psychology of Wine and Market Confidence

Send us Fan MailAngus Hughson is one of Australia’s most respected wine writers, critics, and communicators. His deep understanding of wine is shaped not just by years in the industry but also by his PhD in psychology—specifically, the psychology of taste.Psychology plays a crucial role in wine, from how we perceive flavors to the way pricing and marketing influence consumer behavior. Lately, Angus has turned his focus to Australia’s global wine presence, raising important questions about the national psyche and its impact on market confidence. He argues that Australia must take a bolder, more assertive approach in foreign markets, with pricing and positioning that reflect its true value.In this fascinating conversation, Angus takes us through his journey—from his early days in wine to his deep dive into the psychology behind it, and his perspective on where Australia needs to go next.A huge thanks to Angus for joining meSupport the show