According to QUINI DATA™, based on analysis of roughly 2000 consumer wine reviews and input using Quini in the Pacific Northwest, for wines priced up to $35, the wine type that raises expectations the most, on the aggregate, is Rosé.
You’d think this is because of the Rosé cool factor that has been circulating the North American market among wine consumers for the past couple years.
However when we break the data down by gender, you’ll discover which consumer group is not that chilled by Rosé, as much as one would have thought.
Question is, what actions will you take, armed with the new data, to improve your service and business?
White wine follows Rosé in overall wine consumer expectations. Surprisingly, last comes red wine.
Here are the averages, out of 100 points. 100 being extremely high expectations and zero being, well, as low is it gets.
QUINI DATA™ FACT
CONSUMER WINE EXPECTATIONS – AGGREGATE
Let’s think for a minute of the big money and stories that flow around the big bold wines of the best regions and wineries of the world. It is quite interesting that for consumers, including many who really know and appreciate wine, red takes last place in terms of expectations.
Is is because Lafite and Margaux were not part of the tastings? One thing is certain. Many very good wines were part of the study and analysis.
We take these findings as the beginning of an opportunity to dig deeper, as the number of men who disclosed their gender in the studied data was small. However the fact remains unchanged. Based on the aggregate combined male/female results with nearly 2000 records, red still took the last seat.
Looking closer at the data, contrary to what many might think, women had the highest expectations for red wine. That’s a full 180 degree turn from the gender aggregate results.
The fact that women expect big things from red wine gives us even more confidence that the findings have merit and raise very interesting questions. Including regarding the relatively low expectations of red wines, among male drinkers.
Women had the next highest expectation from rose wines, followed by white in the last spot. Here are the averages:
QUINI DATA™ FACT
CONSUMER WINE EXPECTATIONS – WOMEN
Note the steep gap in expectations between red wine and the other types.
Question is, why do women have such high expectations from red wine? Why do they feel the opposite about white wine?
If your core product offering is focused on white wines and you aim to grow your market share in the Pacific Northwest, there is clearly work to be done to elevate the perception around white wine amongst women. Unless you shift your attention to marketing white wine primarily to men instead, who give the category an average expectation of 67.80.
Here are the stats for male wine drinkers.
QUINI DATA™ FACT
CONSUMER WINE EXPECTATIONS – MEN
Depending on your business and priorities, possible actions resulting from this analysis might be:
1- Decide if there are any red flags you want to examine further. Should you widen or localize the research and increase the size of the data set to confirm any required changes before you make major decisions and commit resources? This could be a worthwhile exercise and we are here to help with that.
2- Decide to shift your messaging and marketing towards men or women, depending on the product type in question
3- Target the bottle design, branding and product naming to support this renewed focus
4- Ensure that your sales staff are aware of the stats. Train them to leverage the data to recommend and sell the right wines to the right customers
Interestingly, the data shifts again when we zoom in on a country of origin. For example, expectations from wines produced in Canada, or Italy, France, New Zealand or the US, could differ.
If you want access to these and other details, we’re here to help. For a limited time, also get free access for 14 days to our analytics platform, at ow.ly/43K930kn8xA