Wine Marketing: Different Wine Consumers (4)

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. See my post on Different Wine Consumers (2) in particular.

Key points for a local wine retailer

• Traditionalists: Shop at retail locations that make it easy to find favorite brands.
• Image Seekers: Use the Internet as key information source (including checking restaurant wine lists before they dine out so they can research scores!).
• Enthusiasts:  Like to browse the wine section, publications, and are influenced by wine ratings and reviews
• Savvy Shoppers: Shop in a variety of stores each week to find best deals, and like specials and discounts
• Overwhelmed: Looking for wine information in retail settings that’s easy to understand. Very open to advice, but frustrated when there is no one in the wine section to help. If information is confusing, they won’t buy anything at all.
• Satisfied Sippers: Second-largest category of warehouse shoppers, buying 16% of their wine in club stores

And the winners for small wine retailers to focus on are… Enthusiasts and Image Seekers, closely followed by Traditionalists but only if you stock their wine brands.

Here’s some more details:

Overwhelmed (23% of consumers):

* Overwhelmed by sheer volume of choices on store shelves

* Like to drink wine, but don’t know what kind to buy and may select by label

* Looking for wine information in retail settings that’s easy to understand

* Very open to advice, but frustrated when there is no one in the wine section to help

* If information is confusing, they won’t buy anything at all.

Image Seekers (20% of consumers):

* View wine as a status symbol

* Are just discovering wine and have a basic knowledge of it

* Like to be the first to try a new wine, and are open to innovative packaging

* Prefer Merlot as their No. 1 most-purchased variety; despite “Sideways,” Pinot Noir is not high on their list

* Use the Internet as key information source, including checking restaurant wine lists before they dine out so they can research scores

* Millennials and males often fall into this category.

Constelllation Wines US on Wine Consumer Share: the Gnome Project.

Traditionalists (16% of consumers):

* Enjoy wines from established wineries

* Think wine makes an occasion more formal, and prefer entertaining friends and family at home to going out

* Like to be offered a wide variety of well known national brands

* Won’t often try new wine brands

* Shop at retail locations that make it easy to find favorite brands.

Savvy Shoppers (15% of consumers):

* Enjoy shopping for wine and discovering new varietals on their own

* Have a few favorite wines to supplement new discoveries

* Shop in a variety of stores each week to find best deals, and like specials and discounts

* Are heavy coupon users, and know what’s on sale before they walk into a store

* Typically buy a glass of the house wine when dining out, due to the value.

Satisfied Sippers (14% of consumers):

* Don’t know much about wine, just know what they like to drink

* Typically buy the same brand–usually domestic–and consider wine an everyday beverage

* Don’t enjoy the wine-buying experience, so buy 1.5L bottles to have more wine on hand

* Second-largest category of warehouse shoppers, buying 16% of their wine in club stores

* Don’t worry about wine and food pairing

* Don’t dine out often, but likely to order the house wine when they do.

Enthusiasts (12% of consumers):

* Entertain at home with friends, and consider themselves knowledgeable about wine

* Live in cosmopolitan centers, affluent suburban spreads or comfortable country settings

* Like to browse the wine section, publications, and are influenced by wine ratings and reviews

* 47% buy wine in 1.5L size as “everyday wine” to supplement their “weekend wine”

* 98% buy wine that costs more than $6 per bottle, which accounts for 56% of what they buy on a volume basis.