The Grapes & Grain Opinion Panel, with over 10,000 members, is the largest consumer panel in North America dedicated to wine and spirits drinkers.
The panel was created by Merrill Research in the summer of 2011 and new respondents are continuously added. Participants remain highly engaged as they are not inundated with surveys and are only surveyed about wine or spirits by Merrill Research.
Objectives
Insight was sought about core (weekly+) wine drinkers in order to provide guidance to wine producers and resellers.
Study objectives were to gain the following information about core wine drinkers:
– Wine consumption and purchase behavior
– Price and value attitudes
– Initial understanding of wine brand advocates
– Restaurant purchase and consumption dynamics
– Path-to-Purchase , including digital and social media behavior