The curiosity ladder
The questions people actually type, from how do I start to where is this from
75% of people find the rules of wine intimidating
43% of origin-curiosity searches name a specific region or grape
~30,000 combined monthly global searches across these questions
Each rung is a real cluster of Google searches. As drinkers climb, the questions shift from anxiety about doing it right to curiosity about where the wine comes from, and the search interest widens with them. Once the basics click, the pull to learn a wine's origin draws by far the most searches of all. Click a rung to read the questions.
03
Where is this from?
curiosity: the story breaks the barrier
22,800 searches / month
02
What does this mean?
orientation: learning the language
4,200 searches / month
01
Am I doing this right?
the barrier: anxiety about getting it wrong
2,800 searches / month
Numbers show combined monthly global Google searches for the example questions in each rung (Google Keyword Planner, 2026). Rung widths are illustrative, not to scale.
Sources: Search-interest data obtained from Google Keyword Planner and Google autocomplete, July 2026. Intimidation figure from a brand-commissioned OnePoll survey for Woodbridge, 2022.