Consumer Feedback Reveals Direct Correlation Between Wine Tourism, Perception and Growth Potential
As a company that specializes in wine consumer sensory data and analytics for wine producers, we regularly get together with wine consumers to taste and rate wines. Our tastings include a sensory wine review experience using the Quini digital wine tasting experience, and depending on client requirements, we also capture consumer opinion about important product concerns or industry issues.
We hosted a tasting in Vancouver just this past December, to the equivalent of about three focus groups. 25 regular Vancouver based wine drinkers who purchase and consumer wine at least twice each month and who are overall interested in wine.
While the primary goal was to evaluate consumer taster opinion of a variety of British Columbia wines, our clients were also wanted to gauge consumer interest in visiting the Okanagan Valley in 2022, drinker general opinion of Okanagan wines, and BC wine brand awareness and recall.
Here are the findings:
The top six Okanagan wine brands recalled, in order, were as follows. If you wish to get the full list and ranking, drop us an email at email@example.com.
2- Mission Hill
3- Dirty Laundry
4- Burrowing Owl
5- Monte Creek
6- Quails’ Gate
When asked how they felt about the quality of Okanagan, BC wines, 64 percent of participants said ‘positive’, 32 percent said ‘neutral’ and 4 percent had a ‘negative’ sentiment. In all, the feedback indicated a positive feeling but unveiled a significant opportunity for growth, by improving consumer perception of BC Okanagan wine products.
When compared to some of the most competitive wine regions in the world, the Okanagan Valley, BC ranked second to Burgunday, France and marginally ahead of California. Wahington State, Rioja, Spain, and Niagara, Ontario followed, in order.
Of the 25 respondents to the questionnaire, 16 (64%) consumers had been on a wine tasting in the Okanagan before, versus 36 percent who had never been.
When asked if they plan to visit Okanagan wineries in 2022, 48 percent of all participants said yes. 36 percent said maybe and 16 percent said no.
Importantly, of those who said they plan to visit this year, 60 percent will be returning visitors and 24 percent will be net new visitors.
An interesting correlation stands out when we consider past visits (64%), positive perception of Okanagan wines (64%), a highly positive perception of the Okanagan region compared to Burgundy and other popular wine areas, and consumer intent to return to the Okanagan (60%).
It seems like the majority of consumers who go wine tasting in the Okanagan leave with a positive impression. Most will also plan to return at some point.
Is there an opportunity to magnify promotion efforts by industry bodies to drive visitation, perception and growth?
What are your thoughts, and what is your experience with your wine club and tasting room?
By Quini TeamNovember 30, 2021Comments Off on PINOT GRIS – CONSUMER SENSORY STUDY OF HOUSEHOLD NAME WINES
Pinot Gris, or Pinot Grigio, represents a major business opportunity for wine producers. However, not all consumers and not all markets are the same. While a certain grape varietal may be, on the aggregate, preferred by consumers in a specific market, wine drinkers in another region may not have the same affinity for the grape.
Even within a market, consumer profile can greatly affect taste and wine grape preference. Among many parameters, this includes gender, age group, wine experience, background and overall food taste preferences.
We mined three years of QUINI DATA™ on Pinot Gris, for actionable consumer insight wineries can use. The analysis covered 33 popular wines and over 1000 individual consumer reviews. The interactive report focuses on wine drinkers in British Columbia, whose profile, overall, is reflective of the Pacific Northwest consumer.
The wine industry is constantly faced new trends, challenges, and the pressure to stay ahead of the competition. With that, comes the opportunity to innovate.
Each year Wine Industry Advisor recognizes five wine industry innovators—not just for their impressive ingenuity or technical advances—but because of how their product and/or service betters the North American wine industry.
When you boil down why Quini could be highly successful, it comes down to the wine sensory data and analytics company being able to level the playing field for producers.
“You no longer have be to be a winery the size of E. & J. Gallo or have your own sensory lab for you to have world-class research capabilities,” says Roger Noujeim, Quini’s CEO.
The firm, based in Vancouver, British Columbia, unveiled the industry’s first integrated near real-time sensory data and sales analytics platform at the 2020 Unified Wine & Grape Symposium. Its success has netted one of Wine Industry Network’s WINnovation awards for 2021.
Noujeim says what’s exciting about Quini’s B2B model is that “we are helping wineries to answer business and product questions through what is commonly understood as consumer sensory research, in around one-third of the time and cost of traditional research.”
This platform and its faster access to valuable information at an affordable price has allowed producers to remove what has been three big barriers to using consumer research.
One of those, Noujeim says, is that many winemakers make the wine primarily based on their expertise and taste rather than consumer opinion. “The focus on the end consumer has never been up there in terms of really understanding them,” he says, adding that the process is beginning to change as more producers start to hire consumer-centered marketing professionals with major wine or CPG company experience such as Gallo, Procter & Gamble, and others.
A second hurdle has been the length of time it has taken, as much as several months, for answers to the consumer research to come back. What also has been a difficult workaround has been the cost, as much as $20,000 or more just for three or four focus groups, “and that deliver only snapshot-in-time answers to your questions,” Noujeim says. “That’s it. It stops. And here’s the important thing to remember: The value of data in a snapshot research is mostly relevant to the specific research and often starts to degrade right after the data is acquired.”
With Quini’s integrated system and infrastructure, producers can get their answers in three to four weeks rather than several months and from an aggregation of larger consumer audiences.
“Instead of putting people to manually organize research for a client project, we created a model with consumer panels running regularly in all the client’s key markets,” Noujeim says.
In addition, the data capture and reporting is automated, so developing the research is virtually instant and if the tasting is done in the evening, the client has the interactive analytics on their laptop in the morning. The unique data capture software, report delivery and consumer reach, he says, “has significantly cut down the time a winery needs to get answers and hugely reduces the cost.”
The data can be pinpointed to the specific needs of the producers, from answering the ‘why’ behind sales declines and evaluating product cannibalization risks to understanding millennial consumer or regional market preferences.
“We found that every winery has a different business or product question on the CEO’s or owner’s mind,” Noujeim says. “The data they acquire is so deep and rich, it can help you to quickly answer and move on from a lingering question while the value of that data and insight compounds and increases over time as new, regularly incoming data is added.”
All WINnovation Award winners will be exhibited at Wine Industry Network’s WINExpo at the Sonoma County Fairgrounds on December 2, 2021, where they will also receive their official award and highlighted in the program guide. Register here.
By Quini TeamNovember 18, 2021Comments Off on Quini Wins 2021 Innovation Award by Wine Industry Network
WINnovation Awards Recognize The Most Innovative Industry Suppliers And Service Professionals
VANCOUVER, BC – November 18, 2021 – Quini® (www.quiniwine.com), the leader in consumer sensory data and analytics solutions for the wine industry, has been recognized by Wine Industry Network with the WINnovation 2021 Award.
WINnovationis an annual award presented to five of the most innovative wine industry suppliers and service professionals. The award recognizes organizations for ground-breaking products or practices and positive contributions toward the advancement of the North American wine industry.
“There’s a growing awareness of the importance of quality data for making sound business decisions, but acquiring the right data and interpreting it can be a costly challenge. That’s why we believe Quini’s solution to making consumer sensory data accessible to more wine businesses is an important innovation for the industry,” says Kim Badenfort, Editor, Wine Industry Advisor.
“I am honoured to receive the WINnovation Award on behalf of our visionary founders, staff and investors,” said Roger Noujeim, Quini’s chief executive office. “I would also like to thank our clients. Winery professionals who have recognized Quini’s unique ability to deliver answersto critical business and product questions using sensory data, more quickly and cost efficiently than traditional practices and research models.”
Quini clients include top 25 US and Canadian wine producers, as well as fast growing small and medium sized wineries. The company’s flagship platform, QUINI DATA™, is an annual subscription SaaS solution that delivers user friendly analytics to the executive desktop, for answers on-demand. Quini also provides project-based data solutions, and interactive sensory data reportsavailable for purchase on the company’s website.
ABOUT QUINI Quini is the leader in near real-time wine sensory data and technology solutions. Founded in 2013, Quini is headquartered in Vancouver, BC. Quini’s investor group includes OKR Financial (www.okrfinancial.com) and private investors.