More Related Content Similar to Wine Opinions Vinitaly Survey: preliminary findings to Italian Wines and American Palate (20) More from Vinitaly International (20) Wine Opinions Vinitaly Survey: preliminary findings to Italian Wines and American Palate2. | February 2016 | 2© 2016 Wine Opinions. All Rights Reserved.
Survey Objectives and Methodology
ü Survey of 1,463 members of the Wine Opinions consumer panel
ü Establish baselines of current awareness, usage, and percep@ons of Italian
wines and wines of principal compe@ng regions
ü Relevance of print, online, and social media as sources of wine informa@on,
discussion, and purchase influence
ü The compe@@ve landscape of imported wines on the U.S. market, including
preferences by region in price/occasion situa@ons
ü Familiarity with leading Italian wine regions and wines
ü “Likes and dislikes” qualita@ve comments
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3. | February 2016 | 3© 2016 Wine Opinions. All Rights Reserved.
Respondents by Age Segment and Gender
8%
19%
17%
28%
28%
20s 30s 40s 50s 60+
53%
47%
Male
Female
Under 40: females = 58% / males = 42%
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4. | January 2017 | 4© 2017 Wine Opinions. All Rights Reserved.
21%
8%
6%
5%
5%
4%
4%
3%
3%
3%
3%
3%
California
New York
Texas
Florida
Illinois
New Jersey
Ohio
Virginia
MassachuseWs
Washington
Pennsylvania
Arizona
New York
Metropolitan Area
“Live or Work” =
7.4%%
Top States Represented
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5. | February 2016 | 5© 2016 Wine Opinions. All Rights Reserved.
Respondents by Consumption Frequency
33%
51%
9%
5%
2%
Every day
Few times a week
About once a
week
Several times a
month
Less often*
High Frequency
Consump7on by Age:
20s – 83%
30s – 81%
40s – 81%
50s – 88%
60+ - 89%
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*Includes monthly and once every 2 -3 months – lower frequencies were disqualified.
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6. | February 2016 | 6© 2016 Wine Opinions. All Rights Reserved.
Frequency of Purchase by Price Point
PRICE SEGMENT WEEKLY MONTHLY SEVERAL TIMES/
YEAR LESS OFTEN NEVER
Under $12 34% 27% 14% 16% 9%
$12 - $14.99 25% 38% 20% 14% 3%
$15 - $19.99 16% 37% 29% 14% 4%
$20 - $29.99 8% 27% 33% 23% 9%
$30 or more 4% 15% 31% 30% 20%
Respondents under 40 more ojen buy wines under $12.
Frequent Italian wine purchasers more ojen buy wines $12+.
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© 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
7. | February 2016 | 7© 2016 Wine Opinions. All Rights Reserved.
Social Media Usage Related to Wine
(Percent who visit, post, exchange informa7on or images on wine monthly or
more ojen)
45%
11%
6%
12%
17%
15%
9%
3%
Facebook
Twitter
Delectable
Pinterest
Instagram
Vivino
YouTube
Hello Vino
Under 40 usage is
higher for all
channels – nearly
double for
Instagram and
Delectable
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8. | February 2016 | 8© 2016 Wine Opinions. All Rights Reserved.
Purchase Influences
(Percent “very” influen7al by influence type – “7” on a scale of 1 - 7)
42%
25%
31%
13%
60%
45%
8%
5%
21%
Advice from wine
knowledgeable family member
90+ score from respected cri7c
Recommenda7on from retail
store staff
Wine is on sale for 10% off or
more
Tasted wine in store
Wine is from country or region
I like
Recommenda7on through an
app
Wine is on display
Posi7ve review I read in print
or online
Under 40 skews
higher:
“Advice from friend or
family member” and
“Wine is from country
or region I like”
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9. | February 2016 | 9© 2016 Wine Opinions. All Rights Reserved.
Imported Wine Purchases
(Past year purchase history by country or region)
Purchase
frequently
Made several
purchases
Made one or
two purchases
Not purchased
in past year
France 27% 30% 26% 17%
Spain 19% 31% 29% 22%
Portugal 6% 16% 35% 43%
Italy 30% 34% 26% 10%
Australia 12% 27% 34% 27%
Chile 11% 26% 36% 26%
California 66% 23% 8% 2%
Italian wines “purchase frequently” Under 40 = 34%
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10. | February 2016 | 10© 2016 Wine Opinions. All Rights Reserved.
“Purchase These Wines Frequently” by Age Segment
COUNTRY/REGION 20S 30S 40S 50S 60+
France 32% 35% 28% 27% 22%
Spain 18% 25% 23% 18% 18%
Portugal 3% 7% 8% 3% 7%
Italy 29% 37% 34% 29% 28%
Australia 8% 12% 13% 15% 13%
Chile 8% 15% 14% 11% 10%
California 61% 52% 63% 72% 75%
(Percent who made frequent purchases in past year by age and country/region)
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11. | February 2016 | 11© 2016 Wine Opinions. All Rights Reserved.
Most Likely Choice Among Regions by Occasion and
Price
COUNTRY/REGION
$10 - $20 WINE FOR CASUAL
MEAL AT HOME
$20 - $30 WINE FOR DINNER
PARTY AT HOME OF A FRIEND
$10 - $15 GLASS OF WINE IN
A RESTAURANT
France 9% 21% 20%
Spain 10% 5% 5%
Portugal 1% 1% 1%
Italy 16% 19% 21%
Australia 5% 3% 3%
Chile 8% 4% 5%
California 51% 47% 44%
(Percent by region preference for each occasion/price segment)
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12. | February 2016 | 12© 2016 Wine Opinions. All Rights Reserved.
“When you think of Italian wines, what word or words
come to mind immediately?”
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© 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
13. | February 2016 | 13© 2016 Wine Opinions. All Rights Reserved.
Never heard of Total trial
Buy occasionally or
favorite
Barolo 17% 70% 46%
Barbera 17% 75% 49%
Barbaresco 22% 63% 34%
Chian7 2% 94% 67%
Chian7 Classico 6% 87% 64%
DolceWo 22% 55% 25%
Nebbiolo 24% 66% 44%
Brunello di Montalcino 28% 60% 41%
Montepulciano d’Abruzzo 24% 63% 40%
Valpolicella 30% 59% 34%
Salice Salen7no 57% 23% 10%
Vino Nobile di Montepulciano 33% 55% 31%
Nero d’Avola 40% 46% 28%
Lambrusco 12% 67% 17%
Aglianico 50% 36% 18%
Awareness/Trial/Purchase
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14. | February 2016 | 14© 2016 Wine Opinions. All Rights Reserved.
Never heard of Total trial
Buy occasionally or
favorite
Prosecco 4% 88% 64%
As7 9% 75% 28%
Moscato d’As7 6% 77% 30%
Gavi 48% 37% 18%
Orvieto 44% 38% 17%
Pinot Grigio 0% 98% 68%
Frasca7 44% 31% 8%
Soave 35% 47% 19%
Verdicchio 45% 38% 16%
Greco di Tufo 67% 19% 8%
Falanghina 66% 21% 10%
Vermen7no 47% 38% 17%
Fiano 68% 17% 8%
Vin Santo 54% 27% 9%
Franciacorta 67% 18% 8%
Awareness/Trial/Purchase
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© 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
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Further Informa7on:
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