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Survey results sample-sized wine bottles
 

Survey results sample-sized wine bottles

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Survey End Consumers

Survey End Consumers
Sample-sized Wine Bottles Australian Market
Venture Lab (May-12)

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    Survey results sample-sized wine bottles Survey results sample-sized wine bottles Presentation Transcript

    • TOP SHELFSAMPLE-SIZED WINE BOTTLESEnd Consumer Survey ResultsMay 2012
    • DEMOGRAPHICSMost respondents are men and women under 40 years old and have a highhousehold income ($125K plus) Female 46% MaleNumber of responses 93 54%Completed surveys 82 What is your approximate average household income? Which category below includes your age? 45 41% 40% 40 40 35 35 31% 30 30 25 25 20 18% 20 17% 15% 15 15 12% 10% 10 10 9% 5 4% 5 3% 0 0 $0-$24 $25 000- $50 000- $75 000- $100 000- $125 000 999 $49 999 $74 999 $99 999 $124 999 or more 18-29 30-39 40-49 50-59 60 or older
    • WINE CONSUMPTIONMost respondents drink wine weekly (55%), a high percentage (34%) spend more than $1000per year and the majority would not pay more than $40 for a wine without prior knowledge How often do you drink wine? Describe the type of wine you regularly purchase 30% Value Wines30 9% ($10 or less)25 22% Mid-range Wines20 ($10-20) 65% 16%15 13% 12% Upscale Wines ($21-40) 23%10 7% High End or Rare Wines 5 (more than $40) 3% 0 Daily Two - Weekly Monthly Few Rarely 0 5 10 15 20 25 30 35 40 45 50 55 60 65 three times or never times a a year week What is the ceiling price you would be prepared to pay Approximately how much for a bottle of wine that you have little or no prior money do you spend on knowledge of? 34% 40 38%35 wine per year? 30% 3530 3025 25 24% 20%20 16% 20 16%15 1510 10 9% 7% 5% 5 5 0 0 Less than Between More More than Less $11-$15 $16-$25 $26-$40 $41-$60 $60 plus $200 $200-500 than $500 $1000 than $10
    • SALES CHANNELS/ ONLINE WINE PURCHASING 40% of the people buy wine online being low prices and personal recommendations the drivers for online purchases and the preference of tasting the wine before purchasing the main reason for not buying online How often do you shop for wine online? Why don’t you purchase wine online? 70 30 60% 25% 25% 60 25 50 20 40% 40 15 14% 12% 30 10% 21% 10 8% 20 14% 5% 5 10 3% 3% 0 0 Daily Weekly Monthly Few times Rarely Shipping Shipping Don’t Don’t Privacy/ I prefer Other a year or never costs time trust trust Security to taste merchant product before I buy What most influences your online wine purchases? Why do you purchase wine online?Personal recommendations 27% 50 48% Restaurant experiences 11% 45 Expert ratings/ 40 recommendations 12% Tasting samples 35 at cellar doors or wine festivals 20% 30 28% 24% Online retailers 5% 25 Offline retailers 1% 20 15 Online articles/reviews 14% 10 Print articles/reviews 5% 5 0% Advertisements 4% 0 Convenience Better Lower prices If other please selection specify: 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28
    • PRODUCT SPECIFIC QUESTIONS69% of respondents were interested in the wine tubes, the majority would like to receivedeliveries monthly or quarterly and 59% are interested in online wine experiences Would you be interested in an How often would you like these online wine tasting course which deliveries to be made? delivers a variety of small sample- sized bottles to your doorstep? 50 47% 45 40 37% No 35 38% 30 25 20 Yes 62% 15 11% 10 5% 5 0% 0 What type of new online wine experience Weekly Fortnightly Monthly Quarterly Once a year excites you most? or less often45 41%4035 Are you part of a wine tasting course/club?3025 Yes 31%20 17% 17%15 14% 10%10 5 0 Virtual Chatting Reading Videos Not No tasting with about of wine interested in 69% winemakers celebrity tasting online wine picks experiences
    • PRODUCT SPECIFIC QUESTIONS83% of people were interested in finding out what friends and other people like aboutwines, 40% think wine tasting is about learning about new wines and wineries and almosthalf (48%) would consider the wine tubes as novelty gifts Will you be interested in finding out Wine tasting for me is about? what your friends and other people 45 40% like about certain wines? 40 35 32% No 30 17% 25 20 16% 15 12% 10 Yes 83% 5 0 Spending time Travelling Experiencing To learn more with friends and seeing new wines about the wine new places and wineries making process For which reasons would you consider ordering sample-size wine What channels are you currently using to learn about wines? 48% bottles50 4045 35% 41% 3540 303530 25 23%25 20 18% 15%20 1515 11% 8% 1010 5 5 0% 0 0 liquor shop wine clubs wine wine not novelty gifts for hosting home space saving Other courses festivals interested someone special wine tasting collection of in learning events for fine wines more about friends wines