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Wine drinkers - Brandwatch consumer insights reporting - march 2018

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Etude Brandwatch / Vin & Société présentée à l'occasion de la 6e édition du Vinocamp Paris, le 5 mars 2018

Quelles sont les conversations autour du vin en Europe ? Qui sont les consommateurs et leurs habitudes de consommation ? Quelles sont les différences et similitudes d'un pays à l'autre ? Quels sont les défis et opportunités soulevés par cette étude pour le monde du vin ?

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Wine drinkers - Brandwatch consumer insights reporting - march 2018

  1. 1. Wine Drinkers Brandwatch consumer insights Bertrand Saint-Martin - VicePresident -France Katharina Regner– Research Analyst
  2. 2. Key Questions BRANDWATCH.COM • How does online discussion about wine vary between markets within Europe? • What other interests do wine enthusiasts have? • How do consumer demographics and usage patterns (such as time of day) vary between markets? • What challenges and opportunities do these findings highlight for the industry? • How we can leverage influencers in this context…
  3. 3. Brandwatch analytics BRANDWATCH.COM • Analytics was used to collect and investigate country specific similarities and differences in wine conversation. • Data collected March 2016 – February 2018. • Data collected in English, French, German, Spanish and Italian for European countries.
  4. 4. Consumer insights BRANDWATCH.COM
  5. 5. • male • an individual rather than a business • a foodie who enjoys drinking wine in the company of a book and/or music • active on Twitter and Instagram • drinks wine on Fridays evenings • looks for a wine that tastes good and goes well with his food. BRANDWATCH.COM The average wine drinker is…
  6. 6. BRANDWATCH.COM 8% of Italian and 11% of French wine drinkers pair wines with food, but the contexts vary. Italian wine drinkers are 1.65x more likely than French to use wine as an ingredient for cooking. They use blogs to share recipes. In France, wine pairing is an integral part of the restaurant experience during which consumers are most likely to post photos to Instagram. Target home cookers in Italy and restaurant goers in France. Wine Pairing Topics in Italy Wine Pairing Topics in France
  7. 7. 7% of UK consumers pair wine with food, mostly on special occasions (wine tastings or Christmas). BRANDWATCH.COM INSTAGRAM Wine Pairing Wine tasting and copious amounts of cheese with these two babes #wine #byoc UK wine drinkers are 3x more likely than the average European wine drinker to pair prosecco with food. 20% of UK prosecco lovers pair the drink with simple pleasures in life, such as pizza, suggesting wide spread use in every-day-life. Position wine pairing as a celebration and prosecco pairing as an every-day-life treat in the UK. TWITTER Wine Pairing Seriously can’t wait for Christmas, to eat my own body weight in cheese and drink s*** loads of red wine. 🍷 🧀 TWITTER Wine Pairing Fish finger sandwich (homemade bread) and a glass of prosecco #LivingTheHighLifeWine Pairing Topics in the UK
  8. 8. The impact to ones health is 2x as important to German wine drinkers than average. BRANDWATCH.COM GUTEFRAGE.NET Diet / Health I drank 6-7 glasses of red wine at my company’s Christmas party […]. I want to know if it will have a negative impact on my fitness and muscle growth. Is red wine healthy? Diet and health drives 6% of German wine discussion. German wine drinkers ask for guidance on how much wine is compatible with healthy nutrition, particularly when on a diet. They are twice as likely to ask these questions on forums, relative to other topics. Topics in German Forum Conversation BFRIENDS.BRIGITTE Diet / Health It is great to have friends who show up with a bottle of wine on your doorstep even though it makes it hard to stick to a diet. But what should I do? I’ve been good so far, not a single drop of alcohol on New Years. That is the easiest way to stay below my diet’s calorie limit. It’s not the calories in the wine that I have a problem with, it’s the fact that wine makes me hungry.
  9. 9. Wine discussion is more engrained in day-to-day life in high volume wine producing countries. BRANDWATCH.COM In high volume wine producing countries (IT, FR, ES, DE), wine consumption is more evenly distributed. In countries that produce relatively lower volumes of wine (UK, IE), consumption peaks on weekends and in the evenings, suggesting it is associated to ones free time and special occasions. • Top 5 countries by volume of wine production (2015, Statista): Italy, France, Spain, Germany, Portugal. 0% 5% 10% 15% 20% Mon Tue Wed Thur Fri Sat Sun %WineDiscussion Time (Days) Wine Consumption Across A Week UK, IE DE, IT, ES, CH FR 0% 5% 10% 00:00 03:00 06:00 09:00 12:00 15:00 18:00 21:00 %WineDiscussion Time (Hours, UTC +1) Wine Consumption Across A Day UK, IE DE, IT, ES, CH FR
  10. 10. BRANDWATCH.COM UK parents are most likely to enjoy wine; which they see as a reward for the end of a day or week. 9% of UK wine drinkers are parents. This is two points higher than the European average. UK wine drinkers were among the most likely to drink wine for self- reward. Drinking wine in front of the television or in/after a bubble bath is an example of how UK parents reward themselves with wine. -1.7 -1.4 -0.4 -0.3 0.4 1.1 2.4 Italy Switzerland France Germany Spain Ireland UK Percentage points above/below average parent drinking wine Proportion of Parents Drinking Wine -0.2 -0.1 -0.1 0.0 0.1 0.2 0.2 France Ireland Italy Switzerland UK Germany Spain Percentage points above/below average consumer drinking for self-reward Proportion of Consumers Drinking For Self-Reward
  11. 11. BRANDWATCH.COM Wine drinkers gender: 0% 25% 50% 75% 100% France Germany Italy Ireland Spain Switzerland UK Average Proportion of Gender per Country Wine Drinkers - Gender Female Male
  12. 12. BRANDWATCH.COM Wine is considered a feminine drink in the UK and Ireland, relative to other EU-countries studied. 60% of wine drinkers in the UK and Ireland are feminine whereas in the remaining European countries studied, the majority of wine drinkers are male. In female-led countries, prosecco, champagne and fizzy wine are 1.3x more popular than in male-dominated countries. More likely to be femaleMore likely to be male FemininecountrytopicsMasculinecountrytopics -20 -18 -9 -8 -6 16 17 Spain Switzerland Italy France Germany Ireland UK Percentage points above/below equal distribution of male and female wine drinkers Gender of Wine Drinkers
  13. 13. INSTAGRAM BRANDWATCH.COM Recommended by a friend 😁😁🇮🇹🍷 #barolo#giacomofenocchio #bussia#monfortedalba #l anghe #piemonte#vignaiolo #nebbiolo 65% of Italian wine drinkers use Instagram to share their wine drinking experience. Italian wine drinkers are 3x more likely than average to use Instagram. Together with French wine drinkers, they frequently add their country’s respective flag emoji to wine posts, suggesting they are proud of their country’s wines. Capitalize on this behaviour by focusing on Instagram in IT & FR marketing strategies. Emoji Topic Cloud for Italian Instagram Conversation -18 -14 -6 -1 -1 9 41 Ireland UK Switzerland Spain Germany France Italy Percentage points above/below average use of Instagram Use of Instagram
  14. 14. -7.6 -3.7 -2.9 1.3 1.8 2.5 8.7 Germany Switzerland Spain France UK Ireland Italy Percentage points above/below average distribution of individual vs. organisational profiles Likelihood to be an organisation vs. an indivdiual BRANDWATCH.COM The share of business voices in wine conversation is highest in Italy, Ireland, UK and France. In Italy, wine businesses promote wine tastings in the context of wine tours suggesting a close tie to the tourism industry whereas in France, wine tastings are offered by individual restaurants as part of a menu. In the UK and Ireland, businesses lure in wine drinkers through free glasses or bottles and use calendar events as hooks. More likely to be an individual More likely to be an organisation 0% 5% 10% 15% 20% Wine Tour/Tourism Restaurant Free Glass or Bottle Calendar Event Percentageoftweetsbybusinesses Topics in Business Conversation Italy Irleand UK France
  15. 15. BRANDWATCH.COM Male and female wine choices are influenced by peer ratings and supermarket wine selections. 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% France Germany Italy Ireland Spain Switzerland UK % of Twitter mentions per country Male Influencers on Twitter Supermarkets News Sources YouTube Vivino 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% France Germany Italy Ireland Spain Switzerland UK % of Twitter mentions per country Female Influencers on Twitter Supermarkets News Sources YouTube Vivino Supermarkets influence the choice of wine for female wine drinkers in the UK and Ireland. Aldi channels this behaviour by asking wine drinkers to tweet a review of their wines using hashtag #AldiWineClub. Across Europe, but particularly in Italy and Switzerland, male wine drinkers turn to peer-review app vivino for wine inspiration.
  16. 16. Low visibility of Robert Parker suggests low impact on consumer experience in online space. BRANDWATCH.COM Instagram (CH) gourmet_your_life It was fantastic & enjoyable Matter of Taste weekend with @wine_advocate in @thedoldergrand 🍷🧀👌 Instagram (FR) WineTastingSwitzerland Visited the Chateau Pape Clément cellar where the bottles are staked and the wine is resting and developing.[…] #robertparker Blog (ES) Wines and the City Want to find out what wines we can expect to enjoy in 2018? […] Red wines by Franco del Torro such as Domino Del Bendito, signed by Antony Terryn. Winemakers continue being protagonists, such as in the book by Luis Gutiérrez Los Nuevos Viñadores (with a prologue by Robert Parker) [....] Blog (IT) Cinelli Colombini Who are the world’s most influential wine instagrammers? [….] The ranking is based on number of followers and excludes wine monopolies such as Robert Parker and Wine Spectator. Swiss wine drinkers are most likely to reference Robert Parker in online discussion, suggesting they are most in tune to high quality wines, reviewed by Robert Parker. This manifests itself through attendance at wine tasting conferences (Matter of Taste) or travelling to renowned wine cellars in France. 0.00% 0.05% 0.10% 0.15% Ireland UK Germany Italy France Spain Switzerland Proportion of total wine conversation per country Robert Parker
  17. 17. Recap from insight to action BRANDWATCH.COM • Reach consumers through the restaurant ecosystem (suppliers, chefs, business owners). Network with influencers in this sector. • Collaborate with influencers. Invite them to wine tastings in restaurants and encourage them to share photos with their audiences. • Wine is a companion for a restaurant meal. • Wine drinkers love to take photos during restaurant experiences and use emojis to express pride for their country’s wines. • Wine businesses are linked to the gastronomy sector and target wine drinkers through menus. France UK • Investigate male barriers to purchase • Schedule marketing initiatives around calendar events, offering free glasses of wine. • Market prosecco as a day-to-day treat. • Wine is a woman’s drink, consumed on weekends and in the evenings. • Businesses attract customers through free drinks, particularly on calendar events. • Prosecco is a popular alternative to wine and viewed as a day-to-day treat.
  18. 18. Recap from insight to action BRANDWATCH.COM • Follow food blogs to identify cooking trends and influencers. • Center campaigns on photography and cooking. Focus on Instagram as a platform for communication. • Acquire new customers by collaborating with businesses in the tourism sector. • Wine is an ingredient used for cooking and engrained in day-to-day life. • Italian wine drinkers are aspiring photographers who are proud of their country’s wine. • Wine businesses are linked the tourism industry, positioning the country as a holiday destination for wine tours. Italy Germany • Liaise with press contacts to offer guidance on healthy wine consumption in lifestyle and nutrition magazines in the form of healthy, nutritious recipes that allow enjoying an occasional glass wine. • Wine is a point of discussion on forums. Wine drinkers desire guidance on how much wine is healthy, particularly when on a diet.
  19. 19. Appendix Priorities Interests Media Platforms BRANDWATCH.COM
  20. 20. BRANDWATCH.COM Appendix I Priorities 0% 5% 10% 15% 20% 25% 30% UK Italy France Germany Switzerland Spain Ireland Average Proportion of total wine conversation per country Wine Drinker Priorities Foods Taste Diet/Health Social Value Self-Reward
  21. 21. BRANDWATCH.COM Appendix II Interests 0% 25% 50% 75% 100% France Germany Italy Ireland Spain Switzerland UK Average Proportion of Interests per Country Wine Drinkers - Interests Food & Drinks Books Music Sports Business Family & Parenting Travel Technology Beauty/Health & Fitness Fine arts TV Animals & Pets Games Politics Photo & Video Other
  22. 22. BRANDWATCH.COM Appendix V Media Platforms 0% 25% 50% 75% 100% France Germany Italy Ireland Spain Switzerland UK Average Proportion of Conversation per Media Platofrm Wine Drinkers - Media Platforms Twitter Instagram Forum Blog Image Review Video
  23. 23. Thank you for your attention Katharina Regner katharina@brandwatch.com Bertrand Saint-Martin bertrand@brandwatch.com

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