Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
01.31.2013  
 

Wine Consumers Move Up the Price Ladder

Survey results presented at Unified Symposium, where attendance breaks record

 
by Kate Lavin
 
 
unified wine grape symposium consumer trends
 
Several hundred attendees at the Unified Wine & Grape Symposium listen to the latest research about consumer wine trends.
Sacramento, Calif.—Wine consumers are changing their purchasing habits according to Christian Miller, research director of Wine Opinions and proprietor of Full Glass Research, who based his assessment on a pair of surveys completed by the Wine Opinions Consumer Panel. Miller was one of four speakers during a session about consumer trends that affect vineyards and wineries Thursday morning in Sacramento, where the largest wine and grape event in North America continued at the Sacramento Convention Center.

As of Thursday afternoon, registration at the event sponsored by ASEV (the American Society for Enology and Viticulture) and CAWG (the California Association of Winegrape Growers) had reached 13,400, an increase of 1,000 registrants from 2012. Several hundred industry professionals attended the consumer trends panel, where Miller revealed that consumer habits are bouncing back from recession levels. More people are purchasing wines in the $10-$20 price range than are cutting back on such purchases.

Wine Opinions panel survey
In 2009, 5% of panelists surveyed reported buying $20 wines on a weekly basis; as of 2012 that figure had jumped to 9%, Miller said. The number of consumers who reported buying $20 bottles “less often or never” dropped from 40% in 2009 to 30% in 2012.

One interesting note from the Wine Opinions survey was that consumers whose financial situation was unaffected (and even those who saw financial improvement) during the recessionary period reported trading down on wine spending during that time. By 2012, financially secure consumers were less likely to buy wines in the $6 and under price category than they were three years before. “A lot of the psychological impact of the recession on wine buyers has been reversed,” Miller said.

More respondents in 2012 reported seeing California wines and brands they didn’t recognize than in 2009—a possible effect of luxury brands that launched labels at lower price points to keep afloat during the recession. And 45% of respondents said there are more wines suited to their preferred taste than in 2009.

The importance of value to consumers grew during the recession and remains high; nearly 60% of panelists claimed to believe that if you shop carefully you can find wines under $10 that are as high in quality as $10-$20 wines.

What’s in the bottle
While Miller discussed consumer habits related to buying wine, Rebecca Bleibaum, vice president of Taragon Corp., discussed sensory research about the preferences of consumers. There is a “difference between what they want on the shelf vs. in the glass—and what they want that wine to taste like,” she said, adding that taste is the factor that leads to repeat purchases.

Bleibaum said that capturing consumers’ perceptions of wine via sensory evaluation allows researchers to look for relationships between their responses and predict the characteristics that are widely appreciated by wine consumers.

“If you come up with a model to predict what consumers like,” she said, “then you can exploit that,” or use the information to make wine in a style that consumers will enjoy and buy more often.

A lot of criteria that companies look to when drawing conclusions about consumer preferences aren’t factors at all, said Bleibaum, who argued that characteristics like age and gender are extraneous compared to physiological traits. Some people are wired for bitterness, she offered by way of an example, while others are not.

‘A huge opportunity’
In one study of about 300 consumers, red blends stole the top spots above varietal wines and other retail darlings.

“The thing that jumps out to me is that the market leader is not the best liked,” she said of the results. “That is very typical” of consumer research findings. Regarding the resounding preference for red blends compared to their availability in the marketplace, Bleibaum stressed: “These segments exist whether you want to delve into the data or not. There is a group of wines that get very high scores (in consumer studies)…and there are no commercial wines that offer blends. That is a huge opportunity.”

In 2001 and 2013, consumers identified taste as the No. 1 factor when making wine purchases. Price is a little more important now than it was in 2001, Bleibaum said. Consumers ranked vintage and brand as less important than in 2001.

Bleibaum also related results from a consumer survey having to do with wine closures. Consumers said screwcaps and synthetic stoppers were about even with natural cork for at-home and everyday drinking, while natural cork is still preferred for special occasion wines and gift giving.

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
September 2014 $575 million
5%
$7,743 million
6%
September 2013 $550 million $7,311 million
     
Direct-to-Consumer Shipments » Month   12 Months  
September 2014 $163 million
16%
$1,708 million
11%
September 2013 $141 million $1,538 million
     
Winery Job Index » Month   12 Months  
September 2014 166
14%
226
18%
September 2013 145 192
     
 
MORE » Released on 10.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • October 26
     
    Pinot on the River
     
  • November 1-2
     
    Temecula Harvest Celebration Barrel Tasting
     
  • November 5
     
    Single Vineyard Night
     
  • November 5-6
     
    Southeastern United Wine & Grape Symposium
     
  • MORE »
 

READER COMMENTS
 
Article: The 'Sideways' Effect »
 
Thank you for this research that confirms what many thought about the pinot noir effect....
Reader: Guest
 
Article: Fine for Volunteer Labor Makes Wineries Wary »
 
This is so incredibly asinine. And my taxes go to help fund these over-reaches? No...
Reader: Philburtonj
 
Article: Paso Winegrowers Back on TTB Track »
 
Unfortunately, they will be named Drought sinkhole #1, #2, #3, etc. Really, 11 different flavor profiles...
Reader: Donn Rutkoff
 
Article: Optimization of limited water resources in irrigated vineyards »
 
Very interesting article! Sap flow monitoring was in the past mostly used for research but...
Reader: Virginie Scoarnec
 
Article: New York OKs Out-of-State Grapes »
 
If the resultant wine, using out of state juice,bears the "American" on the label, I...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Wine Retail Associate
 San Diego, CA
DTC, Tasting Room and Retai
 Fun And Well Paid Wine...
 Matawan, NJ
Sales and Marketing
 Sales Consultant For L...
 Benicia, CA
Sales and Marketing
 Accounting Associate
 Napa, CA
Finance
 Full Time Retail Wine ...
 New York, NY
DTC, Tasting Room and Retai
 Account Sales Manager,...
 Pheonix, AZ
Sales and Marketing
 State Manager, New Jer...
 New Jersey, NJ
Sales and Marketing
 Direct To Consumer Sal...
 Salem, OR
DTC, Tasting Room and Retai
 Visitor Center Coordin...
 Calistoga, CT
DTC, Tasting Room and Retai
 Wine Steward/Merchandi...
 Los Angeles, CA
Sales and Marketing
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.