A Study Of American Wine Consumers

Transcription

1 A Study Of American Wine Consumers National Online Survey Fall 2011 Presented by Rob Autry, Partner

2 Chlopak, Leonard, Schechter & Associates and Public Opinion Strategies designed and completed a nationwide online survey among wine consumers. The internet survey was completed September 13-19, 2011, among 1,000 wine consumers who purchase at least three bottles of wine a month. 2

3 Here s a quick introduction to our wine consumers: They average purchasing about five bottles a month. Half (47%) buy less than five bottles a month and 53% buy more than five in a month, with 12% buying eleven bottles or more. They will buy a more expensive bottle on occasion, and some more often than that. Fifty-seven percent buy five or fewer bottles of wine costing $15 each or more, while 42% buy six or more. One-in-ten (11%) of our consumers buy more than 16 higher-priced bottles a month. They say they know a fair amount about wine, as well. Sixteen percent know a great deal, while 62% know a fair amount about wine in general. Just a quarter (23%) say they don t know that much about wine. 3

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5 We gave our wine consumers a list of eleven different factors that might be important to them when choosing a wine to purchase. Then, we asked them to rate the importance of each of these factors. Below are some factors that some people say are important to them in deciding which wine to purchase. For each one, select how important that particular factor is to you when you are choosing which wine to buy. (Extremely important, very important, somewhat important or not too important). 5

6 The top concern is the type of grape, while price, wine brand and wine region round out the top four. Ranked By Percentage Extremely & Very Important The type or variety of the grape in the wine Extremely - The price of the wine The brand or name of the wine maker The region or location where the wine comes from The recommendation from a friend The information on the label The ratings it receives from wine reviewers, such as Wine Spectator and Robert Parker The recommendation from a sommelier or wine steward in a restaurant The recommendation from a wine store clerk The look and design of the label Advertising that you have seen for that wine Wine National Survey September

7 The higher the consumption level, the more important region is to consumers. Top 8 Factors By Consumption Level (% Extremely/Very Important) Low Level of Consumption Medium Level of Consumption High Level of Consumption #1 Price (77%) Type of grape (78%) Type of grape (84%) #2 Type of grape (65%) Name of wine maker (71%) Name of wine maker (74%) #3 Name of wine maker (55%) Region it comes from (69%) Region it comes from (72%) #4 Recommend (Friend) (54%) Price (69%) Price (67%) #5 Label Information (53%) Label Information (66%) Recommend (Friend) (65%) #6 Region it comes from (53%) Recommend (Friend) (63%) Label Information (63%) #7 Ratings (37%) Ratings (55%) Ratings (59%) #8 Recommend (Sommelier) (36%) Recommend (Sommelier) (50%) Recommend (Sommelier) (55%) Wine National Survey September

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9 Wine consumers overwhelmingly believe region determines quality, which explains why they almost always check the wine label to make sure. Below are several different general statements. For each one, please select whether you agree or disagree with the view presented in that statement. 38% Strongly Agree 36% Strongly Agree The region or location from which wine comes is extremely important in determining its quality. When I buy a wine, I always check the label to make sure the name on it reflects where the wine was made. Wine National Survey September

10 Wine consumers want to know where their wine is coming from and also some protection from deceptive claims on labels. Below are several different general statements. For each one, please select whether you agree or disagree with the view presented in that statement. 59% Strongly Agree 61% Strongly Agree Consumers deserve to know that the location where wine grapes are grown is accurately stated on wine labels. Consumers deserve protection from winemakers who use deceptive claims on wine labels. Wine National Survey September

11 And, where a wine comes from has a significant impact on consumers decision-making process. Yes No Less Likely No Difference Is the region or location where a wine comes from an important factor in your decision to buy a particular bottle of wine? Wine National Survey September 2011 If you learned that a particular wine claims to be from a place like "Champagne" or "Napa Valley" or "Oregon" but, in fact, comes from a different location, would that make you less likely to purchase that wine or would it make no difference at all in your decision? 11

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13 There is near universal support for worldwide standards requiring wine labels to accurately state their location. Would you support or oppose a proposal that would establish worldwide standards for all wine makers, requiring them to accurately state the location where wine grapes are grown on wine labels so that consumers know exactly what they are purchasing? % Strongly Support 60% Somewhat Support 38% Support a proposal to establish worldwide standards to accurately state location Somewhat Oppose 2% Strongly Oppose 1% Wine National Survey September

14 It doesn t matter how much you consume or how much you know about wine support for labeling standards goes through the roof. Support for Proposal By Consumption and Knowledge Level Strongly Support Support Oppose Low Level of Consumption 49% 96% 4% Medium Level of Consumption 60% 99% 1% High Level of Consumption 70% 98% 2% Know a Great Deal About Wine 75% 97% 3% Know a Fair Amount 62% 98% 2% Do Not Know Much 44% 97% 3% Wine National Survey September

15 Support is high with consumers across the nation. Support for Proposal By Region 53% Strongly 61% Strongly 57% Strongly 66% Strongly Wine National Survey September

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17 The variety of the grape in the wine, the price point, the brand or name of the wine maker, and the region or location where the wine comes from are the most important factors consumers consider when purchasing a wine. The importance of region cannot be overstated here. Twothirds (65%) say region or location is extremely or very important to them choosing which wine to buy. Fully 84% say region is extremely important in determining the quality of the wine. And, eight-in-ten (78%) say they always check the label to make sure the name on it reflects where the wine was made. 17

18 Given the obvious importance of region, it is not surprising that there is strong agreement that consumers deserve to know exactly where a wine is made and that this information is correctly identified on the label. Finally, consumers of all ages, gender, region, consuming habits, and knowledge levels strongly back the idea of establishing worldwide standards to require wine makers to accurately state where wine grapes are grown on the wine labels. Consumers want assurance that what the label says they are buying is exactly what they are drinking. 18

19 Rob Autry, Partner (703) (office) (703) (cell) 214 N Fayette Street, Alexandria, VA 22314