2016 Preferences of the American Wine Consumer Dr. Liz Thach, MW - - PowerPoint PPT Presentation
2016 Preferences of the American Wine Consumer Dr. Liz Thach, MW Dr. Kathryn Chang Distinguished Professor of Wine Assistant Professor of Accounting Sonoma State University Wine Business Institute Sonoma State University Wine Business
Assistant Professor of Accounting Sonoma State University Wine Business Institute 1801 E. Cotati Blvd., Rohnert Park, CA USA
changkat@sonoma.edu Phone +1.707.664.3313
Distinguished Professor of Wine Sonoma State University Wine Business Institute 1801 E. Cotati Blvd., Rohnert Park, CA USA Liz@lizthach.com Cell Phone +1.707.792.2002
* Top 10 Responding States: California, New York, Florida, Texas, Pennsylvania, Illinois, Ohio, New Jersey, North Carolina, & Michigan
40% Boomers (51-69); and 9% Greatest Generation (70+)
and 5% Asian
– But 25% made over $100,000 per year
32% in US)
living at home
High Frequency = Daily or several times per week How often do you drink wine?
High Frequency, 48% Occasional, 52%
about wine
basics about wine
myself to know more about wine than most people
I have an extensive knowledge of wine How would you describe your level of knowledge about wine?
0% 10% 20% 30% 40% 50% 60% Novice Intermediate Advanced Knowledge Connoisseurs/ Expert Series1 26% 57% 15% 2%
How do you prefer your wine to taste? Check all that apply.
BUT varies by wine knowledge – Connoisseurs & Advanced (16%) prefer more Tannic & Savory
What are some of your favorite wine varietals? Check all that apply.”
42 41 38 37 36 35 29 27 24 18 12 10
Nielson Scan Data Dollar Volume in Millions$ 52 weeks ending 12/31/16
Slight Difference with Nielsen Sales Data Good for Lake County! Signature Varietals: Cabernet Sauvignon Sauvignon Blanc
I drink wine for the following reasons. Check all that apply.”
To analyze and compare with friends To help me sleep For health reasons For romance To socialize with family To socialize with friends It goes well with food It helps me relax I like the taste 9 20 22 36 45 59 57 70 83 5 13 19 18 35 48 55 61 80 2016 2015
When making a decision on which wine to buy, I usually consider. Check all that apply
Biodynamic Wines Sustainable Wines Organic Wines Medals Region (Appellation) State Alcohol Level Vintage Label Country Varietal Brand Price 3 5 10 13 20 21 22 24 24 35 36 67 72 2 4 7 6 21 19 18 16 18 46 66 80 2016 2015
How often do you buy wine at the following locations?
44% 30% 17% 12% 8% 7% 5%
How much do you usually spend per bottle to drink wine at home?
How much do you usually spend per bottle to drink wine at a restaurant?
When buying wine BY THE GLASS I usually will spend
Have you ever spent over ____ for a bottle of wine? Over $50 Over $100 Over $200 Over $1000 44% 19% 5% 2%
Luxury Wine
For a special occasion 60% To enjoy 53% For a gift 42% For my cellar 12% Other 4%
Which types of Social Media do you use? Please check all that apply.
0.2 0.4 0.6 0.8 Blogs Yelp Google+ TripAdvisor Instagram Pinterest Linked In Twitter YouTube Facebook
Do you ever use any of the social media platforms to:
Search for wine information 25% Discuss wine 22% Ask friends for wine recommendation 20% Look at winery web/fan page 17%
Do you? (check all that apply) Mobile commerce predicted to grow 48% in the US to $90 billion by the end of 2017, (Forrester, 2012),
Have a smart phone 80% Use your smart phone to check prices on wine 20% Use wine apps 15% Favorite Wine Apps? #1 - Winesearcher #2 – Vivino #3 - Hello Vino & Delectable tied
What is your opinion of the following packaging options for wine? Yes, Sometimes, No Way!
With a Screw Cap Single Serving Bottles Boxes Pouches Cans 89 75 60 40 20
Which of the following wine label styles appeals to you the most?
Craft wines to match preferred taste styles -
Fruity, smooth, and perhaps a little sweet
Focus marketing messages on the good taste, relaxation & social benefits of wine. Adopt social media platforms to interact with your consumers. Work with wine apps to get your product advertised.
$10 – 15 ; $15 – 20; luxury growing
Tasting Room and online wine shopping growing. Wine/liquor shops more important in some states. Mobile phone accessibility critical –sales climbing
Don’t be afraid to try some innovative packaging Label design should highlight your brand – (37%