We don’t make the purchasing experience easy for consumers. There is an overwhelming number of SKUs to choose from, many labels look the same, the classification by wine origins is not obvious for everyone. For most consumers, it’s intimidating. It has been established that in average, consumers make a wine selection in 40 seconds, [so wine labels] being visible is important (care of Isabelle Lesschaeve, wine researcher).
What is most important to wine consumers? Is it selection or price or both?
July 12, 2010 By 1 Comment
Plan to start a long tail online wine store?
April 6, 2010 By 3 Comments
I had this great idea. I’d create a website that appealed to all those wine connoisseurs who loved niche wines. I’d work with wine retailers around the world, to offer niches, to wine lovers around the world. Here’s the key part of the wine marketing plan that was aimed at a particular group of wine drinkers called Experimenters and their particular needs.
Wine Marketing: Different Wine Consumers (4)
January 23, 2010 By 5 Comments
I stumbled across this 18-month study commissioned by Constellation Wines US on Wine and Vines. Ties in nicely with the other studies I’ve seen in the wine and alcohol beverages industry. Key points for a local wine retailer are: Traditionalists – Shop at retail locations that make it easy to find favorite brands…
Wine Internet Marketing: Five Wine Store Sub Markets
January 11, 2010 By Leave a Comment
There are a number of submarkets within wine online stores: 1. Wine Gifts, 2. Wine Clubs, 3. Single Wine purchase by individuals, 4. Corporate beverage purchases including wine 5. Special events such as weddings that include wine purchases.
Wine Marketing: Different Wine Consumers (2)
December 12, 2009 By 10 Comments
The best academic research on wine drinkers is an Australian study that I believe is also very applicable to the US, UK and New Zealand. The Segments are: 1. Conservative, Wine Knowledgeable Wine Drinkers (20.9% of wine drinkers); 2. Image Oriented, Knowledge Seeking, Wine Drinkers (22.3%); 3. Basic Wine Drinkers (16.8%); 4. Experimenter, Highly Knowledgeable Wine Drinkers (19.0%); 5. Enjoyment Oriented, Social Wine Drinkers (20.9%)
Wine Marketing: Different Wine Consumers (1)
December 11, 2009 By Leave a Comment
If we can understand why people buy and consume wine then we can create better ad copy, website content and emails. So I’m doing some of posts on different wine consumers, or “segments”. This wine drinker segmentation is based off analyzing Amazon wine book categories. It provides some excellent ideas on website content.
