Quini’s growing roster of winery clients know that success is achieved with information.
Data is intelligence. A means to an edge. The advantage a wine brand needs to gain market share and win against competitors. To target a market more effectively, to the right audience, at the right price, at optimal margins. To reduce risk, pre-empt issues and ensure cash and critical assets are wisely invested. To help sales teams pitch with unbiased data and facts to support the brand story, when everyone else too has a story.
Data is deep knowledge of your customer. A way to their hearts that builds loyalty and affinity for the brand.
The path is to ask your consumers the right questions, and listen. Intently, regularly.
This is why more wineries are increasingly relying on Quini data. Sensory and qualitative. To get more accurate answers to business, marketing, sales and product questions, faster. To pre-empt issues before the big dollars are spent. To figure the price elasticity of a product when inventory is low and upside seems capped. To gauge if smoke from wild fires has terminally tainted crops or if consumers actually enjoy the flavour.
QUINI DATA™ clients realize that more effective marketing and budgets must today incorporate a market research component. That teams must have the right skillset on board. Appreciating that research is critical to on-going decision making, not an afterthought. A reality big CPG and large winery brands figured decades ago.
We collect data by conducting in-person, virtual, guided and self-guided wine tastings across North America and Australia, using our proprietary Quini wine rating application. We then use proprietary algorithms and machine learning to analyze the data and extract the information you require, for your target audiences and markets, in near real-time.
BLIND & REGULAR TASTING DATA
Our technology enables us to hold both blind and regular tastings. Blind tastings provide consumer sensory feedback that’s not influenced by label or price point, while regular tastings also provide insights on brand/product expectations and price sentiment.
DATA FROM DIFFERENT GROUP SIZES
Perhaps you want to reinforce a business decision with a relatively small group equivalent to 3 traditional focus groups of around 20 wine drinkers. Or you need to pull the trigger on a major business strategy, and need 100, or 1,000, consumer opinions. Quini easily scales to meet demand, and delivers results in near real-time.
RICH SENSORY & ATTITUDINAL DATA
Quini delivers value unlike any other solution. Through our proprietary platform, we gather 30+ sensory and attitudinal data points on every wine tasted. You’ll have precise details at your fingertips, including sweetness, tannins, alcohol and acidity, color, flavor, aroma, price sentiment, and willingness to recommend a wine. Each characteristic is color-coded so your team clearly sees what’s working, and what needs to improve. Through the depth and consistency of Quini Data, along with our in-house algorithms, you can also discover commonalities in consumer perceptions, helping you make better decisions, reduce risk and direct both resources and investments with greater precision.
For months now Quini has been providing qualitative studies as a valuable add-on service too. At times a winery may want to evaluate a label versus another. Study brand awareness, understand consumer perception and sentiment. Or measure the market share a new product can grab from competitive products. Price elasticity studies also provide significant information to drive your pricing strategy. In short, customized in-person and online surveys to answer virtually any question a winery executive might have.
To set up a product demonstration with our sales team, please email us at firstname.lastname@example.org.
A North America Sensory Study On Cabernet Sauvignon Consumer Preferences
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 big compete for market share.
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 volume brands don’t necessarily mean high consumer preference. The report lists several big sellers with relatively low consumer ratings.
The majority of female drinkers rate a Cabernet Sauvignon wine’s taste lower than its aroma.
Consumers prefer Cabernet Sauvignon wines with relatively higher acidity, higher alcohol and higher sweetness.
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 create a more harmonious balance and taster experience.
Male drinkers on average prefer sweeter Cabernet Sauvignon wines than female consumers.
GenZ and Millennial consumers prefer ruby colored Cabernet Sauvignon wines, while GenX and Boomers lean towards purple shade products.
Among the Cabernet Sauvignon most identified flavours, consumers associate Oak, Cherry and Rose with their most preferred wines. Conversely, consumer preference drops when flavours of Forest Floor, Smoke and Black Pepper are prominently noted.
If you have a Cabernet Sauvignon product you’d like to analyze and benchmark against a competitive set, drop us a note at email@example.com.
The subject of closure alternatives to cork still ignites passionate debate in wine industry circles. For good reason. A number of factors come up, including cost vs. benefit, effect on product quality, brand perception, the environment and critically, impact on sales.
The reality is that we have seen numerous brands launch screw cap wines in recent years, many to much success.
The impact of alternative closures on sparkling wine, however, remains somewhat unclear. A Champagne without the traditional cork? Never, traditionalists say.
To answer the question, at least partly, we looked at the bottlecap option on a sparkling wine and put it to consumers at a Quini sensory wine tasting.
A most interesting finding was on quality perception. Shown images of the same wine brand, side by side with the different closures, a traditional cork and a bottlecap like those we see on Coca-Cola bottles, consumers said the wine with the bottlecap was of equal quality (41%) or of superior quality (4%).
The critical question was around how the two closure alternatives impact purchase decisions. So we asked, “when buying sparkling wine, are you more likely to select a product that has a cork type cap as opposed to one that features a pop-like type cap?”
The bottom line was that the vast majority of consumers surveyed would select a bottle with a cork closure as opposed to a bottlecap type closure. Even tough wine quality perception was equal, with a slight favour towards a bottlecap closure.
Specifically, 68 percent of those surveyed said they would select a wine with a cork closure. 22 percent prefer a bottlecap and 11 percent skipped the questions.
Nearly 50 frequent wine drinkers attended this recent tasting, held in Vancouver, BC. 22 percent male to 78 percent male consumers participated in the survey. GenX and Millennial consumers, critical to the wine industry’s forward health, made up the entirety of the group. Millennials (tasters 26-41 years old) made up 62 percent of the group and the rest were from the GenX generation (tasters 42-57 years of age).
The survey generated additional insight on sparkling wine purchase frequency and dollar per bottle investment.
57 percent of the audience said they typically spend between $11 and $25 on a bottle of sparkling wine, and 32 percent spend $26 to $50. Only 8 percent spend between $51 nd $75 per bottle.
The majority said they buy sparkling every few months. The next group buys this type of wine once a year and the third group in line buys sparkling around once a month.
With reasonable confidence, the data is indicative of consumer perception and likely action at the point of purchase, for sparkling wine products with a traditional cork seal versus a bottlecap. With that, each producer of sparkling wine may take different actions, depending on how the math works for their business. The cost of cork closure for some wineries, for example, may be the same as a bottlecap seal. For others that cost may be different.
If you have a business question you’d like Quini to include in upcoming consumer tastings in the United States or Canada, please drop us a note at firstname.lastname@example.org.
By Quini TeamApril 27, 2022Comments Off on One Bottle At A Time Podcast Host Ronald Dorsey Talks Wine Data With Quini’s Patrick Stansfield
One of the great outcomes of wine is the people you get to meet. The benefits multiple when you get to travel and taste wines with people all over.
At one of our recent tastings in Brooklyn, New York, we met Ronald Dorsey, creator of the One Bottle At A Time podcast. One thing is for sure, Ronald asks good questions and is quite engaging.
Perhaps it is skill, or maybe Ronald’s passion for wine that drives him to want to find out as much as he can. Afterall, the wine industry is currently experiencing an important shift. Moving away from being market driving, to more of a market-driven business.
This transition, capitalizing on sensory market research and data-driven decision making, stands to support growth in an industry that is getting more creative and certain about figuring how to reignite the business.
Ronald caught up with Quini’s head of sales, Patrick Stansfield last week, ahead of one of our many consumer tastings taking place in in New York for some of our winery clients. The conversation covered wine, data, tasting, the new focus on deep understanding of the consumer, and Quini.