1-3 minute read

The Wine vs Beer Problem in Compliance Training

There is a classic idea from behavioral economist Rory Sutherland called the wine vs beer problem. It goes like this. Beer often tastes as good or better than wine. But wine carries a higher perceived value. It signals something. It feels elevated. People spend more on it even when the functional difference is small.

Compliance training has the same problem.

Better content does not equal better understanding

Most compliance teams try to fix training by improving the content. Better slides. Better videos. Better LMS packaging. It is the equivalent of upgrading the beer. But employees still perceive compliance training as low value, boring and interruptive.

If people do not value an experience, they will not engage with it. Perception beats function.

Employees are not the problem

Employees are not lazy. They are busy. They are overloaded. And they have been conditioned to think compliance training is something to get through as fast as possible. The status quo taught them that.

The problem is not the learners. The problem is how the training is framed.

How perception shapes behavior

Wine feels special because the experience signals importance. Compliance training rarely signals importance. It often signals the opposite. A long course once a year tells employees "This is a formality. You can forget most of it."

But what if training felt approachable, relevant and worth paying attention to. What if it felt like a quick tip from someone who has your back rather than a lecture.

Perception shift. Engagement shift. Behavior shift.

The opportunity with microlearning

Microlearning creates small, snackable lessons that feel more like a conversation. When training arrives in weekly moments and relates directly to someone's work, the perceived value rises. People engage more. They remember more. They apply more. This is the difference between beer and wine. Both hydrate, but one carries meaning.

Changing the frame of reference

The next generation of compliance training is not about better videos or bigger course libraries. It is about changing how employees experience and perceive learning. Smart teams are moving away from heavy modules and toward light, adaptive learning loops. It is not about making beer better. It is about making the entire experience feel like wine.

Final thought

You cannot force people to care about training.

But you can design an experience they naturally value. That is where behavior science, thoughtful design and AI meet.