Internal Research

2. CONSUMER
PROFILE
Source: GfK MRI 2011 Database

3. Grand Marnier
Women
58%, 113
Educated
34% have at least a Bachelor’s degree,
193
45+ years old
75% are 45+; 43% between 45-64
HHI $75K+
65%
Southern Skew
40% live in South; 25% and 24% in NE
and west respectively
White
85%
Boomers
41% boomers, 23% early boomers

4. Grand Marnier
Cultural Enthusiasts
I am very interested in the fine arts: 70%
I like to learn about foreign cultures: 74%
Cooking for fun: 42%, 246
Attend music performances: 414
Play a musical instrument: 12%, 235
Avid readers: 57%, 186
Image Conscious
I like to give the impression that my life is under control: 76%
I enjoy showing off my home to guests: 54%
I am willing to pay more for top quality electronics: 60%
I buy brands that reflect my style: 72%
Intellectual Gamers
Board games: 19%, 205
Crossword puzzles: 252
Bingo: 212
Cards: 145
Sodoku: 14%, 177
Word Games: 14%, 204
Computer Games Online: 154

5. Hennessy
Men
67, 139
Minimal Education
56% graduated HS but did not complete college
18-34 years old
51%
HHI $50K+
50%
NE & Mid-Atlantic
29 and 52 times more likely to live in these regions
African-American &
Hispanic
49%, index: 424 & 19%, index: 40
Millennials
49%

6. Hennessy
Social Activists
I expect the brands I buy to support social causes: 41%, 142
I am more likely to purchase brands that support a cause I care about: 55%
Global warming is a serious threat: 72%
Impressionable Savers
I would rather prepare a meal than eat in a restaurant: 72%
My number one goal when shopping is to save money: 73%
I will gladly switch brands to use a coupon: 54%
I buy the brands I grew up with, the ones my parents used: 51%
My spouse has a significant impact on the brands I choose: 49%
Competitive Gamers
Billiards: 202
Chess: 374
Video Games: 138

7. Belvedere
Men
59%, 121
18-34 years old
58%
HHI $50K+
50%
Single
57% have never been married
White
59%
Millennials
54%, 185

8. Belevedere
Crave Control & Attention
I like to give the impression that my life is under control: 80%
Given the choice, I would be my own boss: 85%
I often find myself in the leadership position: 73%
I enjoy being the center of attention: 48%
Socially Impulsive
Risk-taking is exciting to me: 665, 165
I seek out variety in everyday life: 75%
I tend to make impulse purchases: 48%, 155
Go to bars/nightclubs often: 267
Eager to Move Up
I am so busy I can’t finish everything I need to in a day: 74%
I like to live a lifestyle that impresses others: 52%
I work primarily for the salary: 71%
My goal is to make it to the top of my profession: 64%

9. Champagne
Men & Women
53% & 47%
Educated
49% have at least a Bachelor’s degree
36-66 years old
57%
HHI $75K+
60%
Northeast skew
indexes: 170,175,180
White
76%
Married
58%

10. Champagne
Socially Pretentious
I am very interested in the fine arts: 69%, 149
I consider myself sophisticated: 69%
I buy brands that reflect my style: 71%
My friends are the most important thing in my life: 58%
Dining Out: 55%
Entertaining at home: 44%
Avid Culturists
I am very interested in the fine arts: 69%, 149
Attend art galleries: 377 (index)
I like to learn about foreign cultures: 78%
Painting/Drawing: 159
Reading: 48%, 155
Brand Conscious
I am typically willing to pay more for high-quality items: 78%, 128
If a product is made by a company I trust, I’ll buy it even if it is slightly more
expensive. 82%
I know the price I pay for most of the foods and packaged good I buy: 86%
I am more likely to purchase brands that support a cause I care about: 54%

11. Chandon Sparkling & General
Wines
Men & Women
36-66 years old
62%
HHI $75K+
64%
White
85%
Married
61%

12. Wine Consumers
(General)
Functional Shoppers
I purchase products to help organize my life: 74%
I know the price I pay for most of the foods and packaged goods I buy: 85%
Price is more important to me than brands names: 74%
* Not influenced by celebrity endorsements or advertising
Amateur Foodies
I try to eat dinner with my family almost every night: 81%
Barbecuing: 32%, 133
Baking: 23%, 126
Picnics: 170 (index)
Dining out: 53%
Artistically Minded
Art galleries: 365 (index)
Music/Opera: 602
Book Clubs: 220
Theater: 281
Museums: 406

13. TREND
REPORT