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 firstname.lastname@example.org.
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.
By Quini TeamOctober 21, 2021Comments Off on CABERNET SAUVIGNON – Consumer Sensory Study of Household Name Brands
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.”