Many wineries are diving deeper into the world of data to better understand their markets. In the world of wine, Cabernet Sauvignon is a critical arena where wineries big and small compete for market share.
We looked at the latest QUINI DATA™ interactive consumer sensory report on Cabernet Sauvignon to bring you key insight you can use today.
While it is not the full report, and we highly recommend you obtain it for your teams, here are some important highlights.
On average, male wine drinkers prefer Cabernet Sauvignon more than female consumers.
West Coast wine consumers rate Cabernet Sauvignon wines higher than drinkers on the East Coast.
Older generations record an impression of longer finish duration on Cabernet Sauvignon.
Big sellers don’t necessarily mean consumers prefer them or even enjoy drinking them as much as other products. The report names several big sellers with the lowest wine ratings.
The majority of Cabernet Sauvignon female drinkers rate the wine’s taste lower than its aroma.
Consumers prefer Cabernet Sauvignon wines with relatively higher acidity, higher alcohol, and higher sweetness impressions.
Consumers have a negative reaction to a sense of exaggerated tannin in a Cabernet Sauvignon, when compared to other aspects of the wine that together, including sweetness, alcohol and acidity, should work to offer a harmonious balance.
Male drinkers, on average, prefer sweeter Cabernet Sauvignon wines than do female drinkers.
Gen Z and Millennial consumers prefer ruby colored Cabernet Sauvignon. Gen X and Boomer drinkers lean towards purple shade colored wine.
Among the most frequently detected flavours in Cabernet Sauvignon wines, consumers give higher ratings to Oak, Cherry and Rose. Conversely, on average, they tend to dislike Forest Floor, Smoke and Black Pepper.
Purchase or get more information about this report and other QUINI DATA™ Bronze reports, at this link.
It’s wine bottling season and new research from UBC’s Okanagan campus shows that younger sippers should be inspired, rather than lectured, during their tasting experience.
The international study, published in the Cornell Hospitality Quarterly, found that millennials and generation z—those between the ages of 18 to 40—appreciate wine more when they define it on their own terms and with the support of technology instead of learning with traditional terminology and analysis.
“The traditional way of teaching wine appreciation using a verbal lexicon is turning off and boring young consumers,” says Annamma Joy, professor in the Faculty of Management and co-author of the study. “With their spending power, it makes sense for winemakers to adapt the experience to better engage them as new customers.”
She says that these findings provide key marketing insights to the $9 billion Canadian wine industry.
Dr. Joy and her colleagues from Cornell University first tested how a holistic tasting approach compared to a traditional one with young wine drinkers with an average age of 24. The traditional group analyzed the wine’s taste by deconstructing flavour profiles and writing detailed descriptions. On the other hand, the holistic group, learned to appreciate wine tastes by drawing images and discussing them. Both of the groups enjoyed learning about wine, but those who participated in the holistic group engaged in a deeper, more thoughtful way.
“While new consumers might find the analytical approach effective at teaching them how to differentiate tastes, the holistic approach allows them to create a more emotional connection to the wine—bringing meaning beyond the test environment,” says Dr. Joy.
The next research step was to determine what references these young consumers use for wine information, for both new experiences and follow-up education. Generational differences in wine education were analyzed using the digital platform, QUINI. The number of online interactions increased with younger generations—millennials (24 to 40 years) engage more than generation x (41 to 56 years) and baby boomers (57 to 75 years). Also, as generation z (6 to 24 years) consumers reach drinking age, their online activity increases. The researchers also noted that the type of information preferred differs between generations, with older ones preferring traditional education and newer consumers turning to experiences such as wine-tastings and wine tourism.
“Our research shows that younger consumers are interested in wine, but their approach is different than what their parents experienced. Making learning fun and using digital platforms can increase their appreciation of wine and provide a positive path to developing future wine consumers,” says Dr. Joy.
“Wine needs a great story to attract the millennials and younger generations. If you don’t have one, you may be left with sour grapes.”
As part of its mandate to support growth in the wine industry, the Ministry of Agriculture has a number of exceptional programs in place. One that is highly beneficial to BC wineries and wine industry associations is the B.C. Agrifood and Seafood Market Development Program.
Quini is a pre-qualified consultant to provide Market Research Services to BC wineries and wine industry associations, under the program.
As a B.C. based wine producer or industry association, you can today verify your eligibility and apply for funding for sensory and attitudinal market research projects, led by Quini, for the 2022 program year, at the link above. The application process opens November 24, 2021, with the final project submission deadline being December 9, 2021.
Having successfully helped BC wineries with their applications in 2021, our team is happy to discuss your market research goals and assist you with the application process.
Approved projects may receive funding subsidy from the Investment Agriculture Foundation of B.C. of up to 50 percent of the cost of research, for a total of CAD $20,000 dollars annually for wine producers and up to $75,000 for industry associations, boards and councils.
Interested wineries or associations can email us questions or request assistance with the application process, at email@example.com.
Quini’s industry-leading consumer sensory and attitudinal market research data and technology solutions enable wine producers and associations to evaluate and analyze products, and understand target consumers and new markets, with unique, proprietary data and analytics accessed on-demand, with new insight delivered approximately at 33 percent or less of the time and cost of traditional market research.
We are proud to have served and to call several BC wineries Quini clients. We look forward to making your next market research project too, possible and highly successful.
Please contact us at firstname.lastname@example.org or via telephone at 604-218-9484 for more information and to let us help you leverage consumer sensory data and research to make more profitable, faster decisions.
How Wineries Are Using Consumer Sensory Insight to Solve Business Mysteries and Grow
Uncovering the value of wine consumer sensory data to a winery’s business is an edge that will greatly benefit the early adopters.
Have you ever been in a meeting at your winery where the team is trying to put its finger on the cause for a decline in sales, but instead, some departments end up pointing fingers at others? Do you sense the waste of executive level hours and brain power?
Before we get into the application of consumer insight for a winery, let me make an important point to deepen the reader’s appreciation for data. Sensory data, to be specific.
The North American wine industry is transitioning from a winemaker driven market, to a consumer driven one. Slowly but surely. Noticeably, some wineries are recruiting former CPG company marketing executives, to help enable the shift. Amongst our client base, is not uncommon today to see P&G, JnJ or Kellogg’s on a winery top executive’s resume.
Consumer centered brands are born and cultivated to International market leadership because of a single reason. They deliver concepts and benefits that resonate with the target consumer. Products that attempt to grow sales by buying market share, using large distribution networks and big marketing dollars to push into consumer homes, usually have a short life.
The wine industry knows this very well. Produce a wine the internal team and the boss like, brand it well, promote it with the trade like sommeliers, retailers and wine critics, then through them, push it onto the consumer. Wait six months, a year or more, realize and recognize there is a problem, then re-label, re-blend if you must, and make another push. Rinse and repeat as desired.
What a wasteful approach to business.
The hard seltzer, craft beer and other alcoholic beverages outplayed the wine industry for the past several years. They have taken the lion’s share of growth in many major markets.
Today, more wineries, from high volume to premium brand producers, are turning to the consumer to better understand their needs, adjust strategy and innovate around their palate and lifestyle. Notably, it took a pandemic for many wineries to recognize the importance of truly knowing one’s end consumer. Nevertheless, what we are seeing is a healthy shift that should set many wineries on renewed, sustainable and more profitable growth.
This is where sensory data comes into play.
Since the use of consumer wine tasting sensory data is relatively novel in the industry, the best way to illustrate the benefits is to share some real examples of how it can be used in a the winery business.
Find out how consumers feel that your products stack up against other brands in the category.
See what consumer expectations from your product are. Is the score aligned with the product rating or is it lagging. If it is, more attention should be paid to the various factors that impact consumer perception on the shelf. Perhaps pricing strategy needs to be reviewed to, to compensate for a disadvantage at the point of sale.
Use the competitive benchmark scores in product sales sheets to support your sales team when presenting your products.
Use the data to re-energize you sales teams. At times, the data gives marketing the added confidence it needs to reverse internal perception and galvanize sales.
Filter data by age group and gender. Does your product resonate with a specific audience? More focused messaging, branding and messaging, combined with a product that resonates, can drive growth and long term loyalty.
Filter the data by state or city. Does a particular spot see more in your product? Does the information affect your logistics such as inventory allocations, warehousing and shipping? How about marketing spend concentration and distribution?
What does the sensory data tell you about the aspects of your wine that drinkers in your target market like or dislike the most? Is it the aroma, the look or the taste? What are people tasting or smelling that is affecting their impression?
Does your wine beat a more expensive competing product on taste? Can you leverage this information in internal meetings, in sales and in product related decisions?
What makes your wine or a competing product so compelling and likable, or not? Can you tell if sweetness, acidity, tannin or colour intensity and shade are playing a positive or a negative role?
Do the analytics confirm that the next vintage flavour profile is consistent with the last vintage and winemaker’s goals?
Is your target consumer likely to recommend your wine? More or less than key competitors’ wines? Can you use this data to support sales and marketing messaging? Is there a loyaty and repeat purchase problem the data highlights?
What is the consumer price sentiment on your product? Is there room for a price increase or are you already pushing the limit? Pricing decisions are critical to sales and profits and you need customer feedback by your side. Sales data alone is insufficient, since there are many factors that influence sales.
What are the key technical differences between your product and the category leader(s)? Is the balance impression in favour of your product? How about alcohol and acidity? A spider chart that superimposes products allows you to instantly spot key difference, without having a degree in data science.
What do millennial or Gen Z consumers want? Are you able to uncover a, innovative product idea?
Can you quickly tell what has been causing sales declines for a particular brand?
Can you spot a cannibalization problem you weren’t considering?
Is there a slight adjustment that your winemakers can do, to make a product generate more pull at the point of sale? Such as colour hue and intensity?
We can certainly keep going. However I hope these real business applications provoke thought around the versatility and importance of sensory data in uncovering opportunity and shaping decisions at your winery.
Every winery has its own strategic goals and issues. Consumer sensory data is the new face of information that you need to have by your side. Applied diligently and intelligently, the ROI on such data can pay for your investment in multiples.
Start working with rich sensory consumer data on the top selling grape varietals in North America, by purchasing one of these interactive reports. Or contact us to discuss your specific data requirements.
Roger is CEO of Quini and can be reached at email@example.com.