Self-Serve Consumer Sensory Data Platform to Inform Market Discovery and Expansion
VANCOUVER, BC – June 12, 2021 – Quini® (www.quiniwine.com), the leader in consumer sensory data and analytics solutions for the wine industry, welcomes Gunpowder Creek Winery (www.GunPowderCreek.wine) to its client roster.
Based in Walla Walla, Washington, Gunpowder Creek Winery was founded by veteran winemaker Caleb Foster who over 30 years has created over 100 outstanding wines across Washington State, New Zealand and South Africa.
Gunpowder Creek Winery will deploy the QUINI DATA™ self-serve consumer sensory and attitudinal data analytics platform to better inform product line up and market expansion strategy and plans.
The winery will use Quini data to optimize the precision and speed of portfolio and concept product evaluations, initially across three target markets in the United States.
Gunpowder Creek Winery also plans to leverage Quini’s consumer sensory and attitude feedback data in its product sales and marketing materials, to reinforce the superiority of its wines with facts.
“Nowadays, post 2020, as small wine producers we need to extend our reach in new ways, especially to enter new markets,” said Caleb Foster, Founder and Winemaker, Gunpowder Creek Winery. “With Quini, knowing how specific regions will receive my wines, competitively before I begin a sales campaign, is a game changer. It’s like having a tasting room in the city of my choice, with all the data I need of taster reviews.”
Added Foster: “Quini delivers actionable consumer sensory and behaviour information more affordably and efficiently in a radically new way, unlike anything I’ve seen before. Competitive benchmarks, consumer expectations, ranking scores and demographic information I can use as the data grows over time. It’s like putting my wine into a World Cup season!”
“I am excited to welcome Caleb Foster and Gunpowder Creek Winery to Quini,” said Roger Noujeim, Quini’s CEO. “The revolution in the beverage alcohol space can be witnessed through the rapid and massive expansion of alternatives to wine. By better understanding the consumer, Gunpowder Creek Winery is better positioned to craft and market wines that have even greater market potential. I look forward to supporting Caleb and his team’s expansion goals with unique data they can act on.”
Concluded Foster: “My future goal is to demonstrate my wines’ competitive success with Quini to distributors in new markets and invite them to sell my wines with proven consumer preference.“
As a QUINI DATA™ Gold client, Gunpowder Creek Winery will gain year-round access to all Quini data across its chosen markets. Any new data is also uploaded each business day, to give Gunpowder’s leadership and wine making team answers to business or product questions on any wine the group needs analyzed, when and in whichever markets they need answers from.
QUINI DATA is a self-serve wine consumer sensory data and analytics platform. The system encompasses multiple sensory and attitudinal data analytics dashboard clusters to support the various critical business functions in a winery. These include Marketing, Business Intelligence, Wine Making and Innovation teams, Consumer Insight and Research managers, Logistics, Direct To Consumer (DTC) and Wine Club teams.
In a Cornell Hospitality Quarterly December 2020 special issue on the wine business, a joint research paper highlights what the wine industry must do to develop the younger wine consumer’s appreciation for wine.
You can view the Abstract or access the full paper on the Cornell Hospitality Quarterly site, at this link.
Today we also submitted our research presentation for publication and discussion at the 72nd ASEV National Conference. The virtual conference will be held June 21-24.
The findings from the research should make every wine producer, retailer and stakeholder organization stop to think about their current communication processes and the data they rely on to advance decisions.
“In the future, no wine from any producer of consequence should make it to market without the thumbs up from consumers.” Roger Noujeim, CEO, Quini
Following are key highlights from the research paper.
Industry Disconnect Wine education poses a paradox to the industry: consumers say they desire to know more about wine, yet they report being overwhelmed. The traditional analytic approach to education has involved teaching consumers a “grid” with rules for analysis that rely on language that younger consumers dislike.
Holistic Wine Education and Communication Wine marketing and education have been the primary means of gaining and attracting new consumers. But doing things the “old way” doesn’t seem to be working for younger consumers.
In our research we suggest that the industry move from a verbal analytic approach to a more holistic approach to their education and communication. In Study 1 we test how the analytic versus holistic approach results in differences in discrimination and liking of wine for young wine consumers. We then describe a new app, QUINI, and its digital approach to wine education. We mined three years of their data to uncover generational involvement in digital wine tasting. We also conducted a survey of their consumers to determine any differences in interest in wine and wine education. We discuss the managerial implications of our findings.
Hypotheses The traditional approach to wine education believes that consumer appreciation can be guided by unbiased, impartial, and experienced judging. Rule-based grids and verbal lexicons have been developed to teach mastery.
However, younger consumers are turned off by expert lingo and want a learning experience that is meaningful to them.
Study 1: Learning To Like Versus Discriminate Sixty-nine wine consumers between 21 and 35 years old attended a learning session presented as a wine tasting and education event, where they were randomly assigned to either a holistic or an analytic learning condition. The holistic group learned to more fully experience tasting wine by drawing images. The analytic group, in contrast, learned to analyze the wine’s taste through deconstructing taste elements into individual elements and writing a detailed description of the wine.
Key Findings Those with prior education did better on the wine test (MEducation = 2.2 versus MNoEducation = 1.2, t(67)= 3.54 p = .0007); reported drinking more styles/varieties of wine (MEducation = 4.87 versus MNoEducation = 3.15 t(67) – 2.49 p = .01) and overall more engaged wine behavior (MEducation = 12.77 versus MNoEducation = 10.64 t(67)= 1.99 p = .05).
Study 2: Generational Differences In Wine Learning QUINI is a visual wine education and evaluation tool designed to help consumers to better understand their wine preferences, as they pro-actively learn and expand their experience of wine. The app allows consumers to evaluate wines on sensory qualities from color to aroma, to taste and finish. It is visually appealing and allows the consumer to form an overall evaluation for the wine, so that the ratings across consumers are systematic, irrespective of their wine knowledge or expertise. Users report enjoying the experience and sharing their results with others.
Key Findings Millennials have been engaging with wine on QUINI more than Gen X and Baby boomers. Generation Z drinkers proved they are equally qualified to express an opinion about wine. They seem to be as diligent and expressive in their wine ratings, at times even tougher critics.
Method An online survey was distributed to QUINI participants in US and Canadian tastings in the Summer/Fall 2019. 81 completed the survey (36 baby boomers, 21 Gen Xers, 21 millennials).
Measures The Hedonic and Eudaimonic scales from the PEAQ-S used in Study 1 were also employed here. The Hedonic scales loaded on one factor with a Cronbach alpha = .84 and were combined into a Hedonic Index. The eudaimonia items loaded on one factor with Cronbach alpha = .92 and were combined to form an Eudaimonic Index.
Results Hedonic/Eudamonic Motivation. For Hedonic motivation the overall model was significant F(2,75) = 3.22 p = .05, with means Gen X = 26.38, millennial = 30.24, baby boom = 29.47. These were not significantly different from one another. For Eudaimonic, the model was significant at F(2,75) = 5.32 p = .007. Gen X was found to be significantly lower than the other two generations using the Tukey procedure, Gen X = 18.00, millennial = 24.52, Baby boomer = 23.5.
To obtain a copy of the full paper, please write to us at firstname.lastname@example.org.
The virtual Symposium, Navigating the Future of Wine Sales, runs over two days, on May 25th and 26th, starting at 9:00 AM PDT. The educational conference is focused on new information and innovation in the wine industry.
The free symposium will feature experts from all sectors of the industry. Sessions will explore disrupting the current 3-Tier model by utilizing the latest sales and marketing technologies; strategically enhancing consumer engagement and brand loyalty.
As the leading provider of consumer sensory data and analytics solutions to the wine industry, Quini is a lead sponsor for the session Using Data To Build A Stronger Wine Business. The session is scheduled to run from 10:00 AM to 10:50 AM on May 26th.
Please click here to register for the Symposium and the conference sessions you wish to attend.
By Quini TeamMarch 30, 2021Comments Off on TIME Family of Wines Selects QUINI DATA to Support Wine Innovation
On-Demand Consumer Sensory Data to Enable Trends Discovery, Optimize Decisions
VANCOUVER, BC – March 30, 2021 – Quini® (www.quiniwine.com) today announced that Okanagan, BC based TIME Family of Wines (www.timewines.ca) has selected the QUINI DATA™ Gold solution to support business and product decision making at the winery. Built within a historic and revitalized movie theatre space in downtown Penticton, TIME Family of Wines is the parent company that is home to celebrated BCVQA brands TIME Wines, Evolve Cellars, and McWatters collection.
Near real-time sensory data analytics dashboards will provide marketing and wine making teams with actionable insight to discover, reinforce and optimize wine innovation ideas. Faster access to information will allow the winery to speed up decision making, optimize marketing and positioning, and reduce business risk.
Said TIME Family Wines General Manager Christa-Lee McWatters: “As we expand our portfolio of wines, we must always realize the maximum gains and risk reduction by getting guidance from our end consumers.” “With real consumer sensory data at our fingertips, TIME Family Wines now has critical sensory and consumer intelligence capabilities not much unlike a billion dollar wine company with a multi-million dollar sensory lab and budget.”
Year round access to the QUINI DATA Gold platform allows TIME Family of Wines marketing and wine making teams to draw on Quini’s local consumer tasting panel sensory feedback for timely information to inform business, wine innovation, positioning and pricing strategy without the delays and high cost of traditional research such as focus groups and surveys.
“We are excited to welcome Christa-Lee, her high profile team and the iconic TIME Family Wines brand and portfolio to our growing roster of winery clients,” said Roger Noujeim, Quini’s CEO. “As more thought leaders realize the benefits of consumer sensory data, Quini is positioning the entire wine industry to compete more effectively against the growing array of beverage alcohol alternatives.”
QUINI DATA encompasses multiple complimentary analytics dashboard clusters to support the various critical business functions in a winery. These include Marketing, Business Intelligence, Wine Making and Innovation teams, Consumer Insight managers, Direct To Consumer (DTC) and Wine Club teams.
ABOUT Time Family Wines
Built within a historic and revitalized movie theatre space in downtown Penticton, TIME Family of Wines is a parent wine company owned by Ron and Shelley Mayert, and the home to celebrated VQA wine brands TIME Wines, Evolve Cellars, and McWatters Collection.
Many recognize the McWatters name, a family that has created more than 50 vintages in the Okanagan; led by the late founder Harry McWatters. As new owners, the Mayerts are well-positioned to ensure continuity of what the McWatters family has established and build from there with the next generation: Christa-Lee McWatters appointed as general manager and sister Darrien McWatters as the operations manager. Each sibling is armed with lifelong wine industry experience and insight. Learn more, buy wines, and reserve tastings at www.timewines.ca.