Largest Wine Study in History Identifies Six Consumer Segments
Tracy Wallace
November 27, 2005
Constellation Wines U.S. (The largest global wine company, by volume) released the results of one of the largest consumer research projects conducted to date by the wine industry.
Constellation polled more than 3,000 wine consumers and found that wine drinkers fall into six segments. Each segment retains its own set preferences, shopping behaviors and motivations. The results of the study will be used to help wine producers, retailers, and restaurants; educate, package and advertise to consumers.
The study grouped the 3,000+ opinions into the following six categories:
1) Enthusiasts are those who enjoy the entire wine experience and are not paid professionals. Their habits include researching future purchases and sharing their purchases with others.
2) Image Seekers, enjoy the sophistication of wine as well as keeping up with wine trends. They will often choose their purchased based on sophisticated labeling.
3) Savvy Shoppers are always looking for great wine at a great price. They believe that good wines need not cost a lot. They frequently shop with value priced related article in hand.
4). The Traditionalist enjoys purchasing wines that are made by well-known wineries that have a long history.
6) The largest group is the Overwhelmed, this group makes up 23% of the polled group. They find shopping for wine worrisome and complex. They are very afraid of making a mistake. This group is heavily in favor of simple descriptions and recommendations when making purchases.
Where do you stand?
Tracy Wallace accepts wine related questions at sandiegowinelady@yahoo.com
Constellation polled more than 3,000 wine consumers and found that wine drinkers fall into six segments. Each segment retains its own set preferences, shopping behaviors and motivations. The results of the study will be used to help wine producers, retailers, and restaurants; educate, package and advertise to consumers.
The study grouped the 3,000+ opinions into the following six categories:
1) Enthusiasts are those who enjoy the entire wine experience and are not paid professionals. Their habits include researching future purchases and sharing their purchases with others.
2) Image Seekers, enjoy the sophistication of wine as well as keeping up with wine trends. They will often choose their purchased based on sophisticated labeling.
3) Savvy Shoppers are always looking for great wine at a great price. They believe that good wines need not cost a lot. They frequently shop with value priced related article in hand.
4). The Traditionalist enjoys purchasing wines that are made by well-known wineries that have a long history.
6) The largest group is the Overwhelmed, this group makes up 23% of the polled group. They find shopping for wine worrisome and complex. They are very afraid of making a mistake. This group is heavily in favor of simple descriptions and recommendations when making purchases.
Where do you stand?
Tracy Wallace accepts wine related questions at sandiegowinelady@yahoo.com
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