By Quini TeamSeptember 23, 2021Comments Off on How Turkey’s Winery Suvla Built its Case in BC Using Sensory Data and Won
Suvla is a family owned wine producer located in Eceabat, on the historical Peninsula of Gallipoli in Turkey. The region highlights a unique, centuries-long relationship between vine and soil. A young brand launched in 2012, Suvla wines have up until April 2016 garnered 135 national and international medals. With a great product line to match some of the world’s best, expanding into new international markets is a key growth strategy for Suvla.
In wine world, everyone touts a good story. Suvla has one too. But selling a young brand in a new market, from a country locally little known for its wines, presents serious resistance. Especially in a place like British Columbia, recognized for a thriving wine industry, world class restaurants and a discerning, sophisticated consumer. Convincing gate keepers and tough buyers here to give up dear shelf space for Suvla wines, would be tough.
With a good initial start, the team needed more than just a story to dislodge established U.S., Spanish, French, Italian and other popular imports. But getting data of substance would cost thousands and take weeks to pull together. Both concerns Suvla did not entertain. Suvla had the goods. But they needed more. Undeniable proof their wines were superior.
Suvla Canada’s founder Haluk Erenguc decided to back his wine stories with facts, using QUINI DATA™. Using the platform, a blind tasting was set up in minutes. Suvla set out to gather unbiased local consumer feedback on four of Suvla’s wines. To make the case air tight, Quini’s team added two best-in-class ringers: a Rhône blend and a Bordeaux. In a blind tasting, and in real-time, QUINI DATA™ cost-efficiently returned actionable, favourable data. Suvla’s pitch just went from good to great, and buyers would now get the confirmation they needed to embrace the young brand.
BLIND TASTING RESULTS
Of the six wines rated using the universal Quini 5-step 0-100 point wine tasting and rating standard, Suvla’s SYRAH RESERVE ranked highest. SIR (Syrah, Merlot, Karazakis, Grenache Blend) was second, then KIRTE (Cabernet Sauvignon, Merlot, Cabernet Franc Blend). SUR ranked at par with the two French contenders.
By Quini TeamAugust 19, 2021Comments Off on Sparkling Wine Consumer Study
We recently released the QUINI DATA™ Bronze solution. A series of interactive analytics reports that give wineries and wine executives affordable, instant access to answers on specific subjects. The reports can be viewed, experienced and purchased on our website. Our most recent report published a few days ago, is SPARKLING – Consumer Study of Top Household Name Sparkling Wines – Northwest 2021.
Don’t expect a traditional report with a pretty cover page, a lot of text, static images of charts, and key bullet points. Rather, you will be able to engage in a more immersive interactive experience unlike any wine report you may have seen in the past. Prepare to dive deep, use filters to ask a wide array of questions, get instant answers, and connect dots from various parts of the report to your business issues and inquiries.
Here are some key findings from the report:
1. Wine consumers who feel higher tannins or drying effect in a sparkling wine tend to rate the product below the overall average, compared to less dry products.
2. French, Italian and U.S. sparkling wines are among the top rated by consumers, in that order. Canada follows. Australia, Germany and Spain rank in the bottom three, but just based on the products analyzed in this report. Generally, there are many category leading products from several of these great wine making nations.
3. White flowers is the most recorded flavour by local consumers, in sparkling wine. Fruity and floral follow closely. Are these flavours associated with high ratings you might ask? That is what the report is there for.
5. The top rated sparkling wine varietals as judged by consumers are:
Moscato Bianco; Pinot Noir and Pinot Meunier blend; Macabeo, Parellada and Xarelo blend; and, Glera.
6. 44 percent of the wines tested saw their aroma ranked as the least liked aspect of the wine. Aroma as such dragged down consumer scores of these wines. The report can show you which consumer groups were affected the most by aromas and flavours, and how your wine or your competitions wines fared in this regard.
By Quini TeamJuly 27, 2021Comments Off on Ten Business Cases For Consumer Sensory Data In A Winery
How Wine Producers Are Using Consumer Sensory Data To Improve Business
No matter the size of your winery, it can now be the engine that could. At your fingertips, is access to information most wineries have never had.
Traditional consumer research, including focus groups, sensory analysis and consumer surveys, take too long to conduct and are very expensive. Most wineries are left making key decisions based only on experience and educated guesses. The cost of which can be huge.
New methods and technologies for consumer sensory research offer year round access to regularly updating data, three times faster and for one third of the cost of traditional methods.
Wineries that best utilize consumer sensory data are asking (and answering) the right business questions.
Below are a few real Quini winery client cases where sensory data was tapped to solve a mix of important business and product issues. For more details about the individual cases, feel free to email email@example.com.
1) Chardonnay: Two SKUs on a winery’s million case per year brand. The winery was investigating possible product cannibalization.
Are these wines in direct competition? Do consumers perceive clear differences between the products? Should we change the liquid or just the branding? This was a critical, high risk decision.
2) Sauvignon Blanc: Core SKU and flagship wine varietal. Meeting sales projections. This is a winery that was looking for feedback that could provide consumer insight that may uncover additional sales channels and markets.
3) Pinot Noir: Top selling wine. The winery was looking to acquire data to better understand its target audience, better position its products and optimize marketing dollars.
What about this wine is driving consumer success?
What consumer groups are the strongest promoters of this wine? Are there any potential detractor groups?
4) Red Blend: Declining sales for the last 3 years. The winery’s teams had tried everything to reverse the decline.
Can consumers provide new insight to uncover reasons for the drop-off?
5) Red Blend: Unique blend of Italian varietals whose heritage and success is key to telling the story of this well known California family winery. The product is sold as a very food friendly wine because each varietal can be noted by the taster depending on the food the wine is paired with it.
Does the customer perceive this?
Does the consumer understand that the wine name represents four varietals?
Does the name of the wine impact consumer perception?
6) Sauvignon Blanc: Estate grown, produced and bottled. Sold under a secondary brand and marketed as “weekday wines”. The style is more bright tropical fruit with a bright citrus finish compared to the producer’s estate label Sauvignon Blanc, which is a little richer tropical style, with notes of kiwi and mango.
What does the customer look for in a value Sauvignon Blanc?
Should the two styles be more similar?
7) Cabernet Sauvignon: Highest production volume product for the winery. High margin. Scored 90+ points 5 years in a row by Wine Enthusiast. When released, it is a ready to drink cab, but the winery feels it is also very ageable. Not in the style of a traditional Napa Cabernet, but it does have concentrated fruit, rounder tannins and a long finish.
Consumer insight and data were needed for a sales presentation with a major retailer, providing floor sales staff with selling takeaways and facts.
Can this wine continue to compete with the big Cabernets?
Will a consumer pay even a few dollars more for this style of Cabernet?
8) Pinot Gris: Flagship wine. Next year the product will receive a branding update. The winery was looking for consumer insight on the product in the bottle and the branding, to establish a baseline to compare the updated product against.
9) Viognier: Sales had been slower than anticipated. Since launch, the wine received multiple industry reviews of 90+ points, and trade awards.
Does this wine style equally appeal to consumers? In the producer’s key markets, are consumers aware of this varietal?
10) Chardonnay: Internal disagreement on whether a style change between the last two vintages was the right decision.
Can consumers tell the difference? Which do they prefer?
Should the winery proceed with the new version or revert back to the prior, proven style?
In each of these cases, major decisions had or still have to be made. Quini’s consumer panels around North America and Australia provided the answers swiftly and affordably. Including for a Rose wine business case where a large winery needed to find out the impact of colour on consumer preference. Hint, it does.
What is your business or product challenge? If it is not listed in the examples, drop us an email to firstname.lastname@example.org. We would be happy to discuss your scenario and share additional case studies with you.
By Quini TeamJuly 16, 2021Comments Off on Are Higher Acidity Rose Wines Better?
Did you know that Northwest wine consumers usually associate higher acidity Rose wines with a higher mouth appeal / taste?
There you have it. The bottom line handed to you in the first paragraph. But why is the information useful to a winery? Afterall, your wine style is your wine style. No matter what data says, few wine producers are willing to shift their wine style just because consumers say so. Logistically and practically such shifts may also not be possible.
What the data tells us, is that when consumers in the Northwest region taste a set of competitive Rose wines, their preference in terms of mouth appeal tends to go towards products that leave them with an an impression of higher acidity.
Is this pattern the same in the markets you care about? Does the acidity in your Rose wine lend itself to a specific group of consumers in a particular part of the country? If it did, how would the information impact where you focus your sales and marketing efforts? Would it impact your warehousing and inventory allocations? Can your sales team use the data to prove to retail buyers that your wine is preferred with the local consumer base? How do any of these adjustments and use of data potentially impact the P&L?
The power of consumer sensory data lies in your ability to think about its application to the business, from different angles. Not just from a wine style point of you. Marketing, packaging and branding, positioning, sales collateral and training, and messaging included. Even pricing. When you discover an affluent state or city likes your Rose more than your key competitor wines that are priced higher, is that an opportunity you can capitalize on?
Get deeper into Rose data research findings and experience an interactive preview of the some of the consumer sensory feedback we cover in the latest report from Quini, in our new report: ROSE WINE – Consumer Sensory Study of Top Household Name Rose; Northwest, 2021. the report is available for purchase online for USD $995.