Self-Serve Consumer Sensory Data Platform to Inform Market Discovery and Expansion
VANCOUVER, BC – June 12, 2021 – Quini® (www.quiniwine.com), the leader in consumer sensory data and analytics solutions for the wine industry, welcomes Gunpowder Creek Winery (www.GunPowderCreek.wine) to its client roster.
Based in Walla Walla, Washington, Gunpowder Creek Winery was founded by veteran winemaker Caleb Foster who over 30 years has created over 100 outstanding wines across Washington State, New Zealand and South Africa.
Gunpowder Creek Winery will deploy the QUINI DATA™ self-serve consumer sensory and attitudinal data analytics platform to better inform product line up and market expansion strategy and plans.
The winery will use Quini data to optimize the precision and speed of portfolio and concept product evaluations, initially across three target markets in the United States.
Gunpowder Creek Winery also plans to leverage Quini’s consumer sensory and attitude feedback data in its product sales and marketing materials, to reinforce the superiority of its wines with facts.
“Nowadays, post 2020, as small wine producers we need to extend our reach in new ways, especially to enter new markets,” said Caleb Foster, Founder and Winemaker, Gunpowder Creek Winery. “With Quini, knowing how specific regions will receive my wines, competitively before I begin a sales campaign, is a game changer. It’s like having a tasting room in the city of my choice, with all the data I need of taster reviews.”
Added Foster: “Quini delivers actionable consumer sensory and behaviour information more affordably and efficiently in a radically new way, unlike anything I’ve seen before. Competitive benchmarks, consumer expectations, ranking scores and demographic information I can use as the data grows over time. It’s like putting my wine into a World Cup season!”
“I am excited to welcome Caleb Foster and Gunpowder Creek Winery to Quini,” said Roger Noujeim, Quini’s CEO. “The revolution in the beverage alcohol space can be witnessed through the rapid and massive expansion of alternatives to wine. By better understanding the consumer, Gunpowder Creek Winery is better positioned to craft and market wines that have even greater market potential. I look forward to supporting Caleb and his team’s expansion goals with unique data they can act on.”
Concluded Foster: “My future goal is to demonstrate my wines’ competitive success with Quini to distributors in new markets and invite them to sell my wines with proven consumer preference.“
As a QUINI DATA™ Gold client, Gunpowder Creek Winery will gain year-round access to all Quini data across its chosen markets. Any new data is also uploaded each business day, to give Gunpowder’s leadership and wine making team answers to business or product questions on any wine the group needs analyzed, when and in whichever markets they need answers from.
QUINI DATA is a self-serve wine consumer sensory data and analytics platform. The system encompasses multiple sensory and attitudinal data analytics dashboard clusters to support the various critical business functions in a winery. These include Marketing, Business Intelligence, Wine Making and Innovation teams, Consumer Insight and Research managers, Logistics, Direct To Consumer (DTC) and Wine Club teams.
In a Cornell Hospitality Quarterly December 2020 special issue on the wine business, a joint research paper highlights what the wine industry must do to develop the younger wine consumer’s appreciation for wine.
You can view the Abstract or access the full paper on the Cornell Hospitality Quarterly site, at this link.
Today we also submitted our research presentation for publication and discussion at the 72nd ASEV National Conference. The virtual conference will be held June 21-24.
The findings from the research should make every wine producer, retailer and stakeholder organization stop to think about their current communication processes and the data they rely on to advance decisions.
“In the future, no wine from any producer of consequence should make it to market without the thumbs up from consumers.” Roger Noujeim, CEO, Quini
Following are key highlights from the research paper.
Industry Disconnect Wine education poses a paradox to the industry: consumers say they desire to know more about wine, yet they report being overwhelmed. The traditional analytic approach to education has involved teaching consumers a “grid” with rules for analysis that rely on language that younger consumers dislike.
Holistic Wine Education and Communication Wine marketing and education have been the primary means of gaining and attracting new consumers. But doing things the “old way” doesn’t seem to be working for younger consumers.
In our research we suggest that the industry move from a verbal analytic approach to a more holistic approach to their education and communication. In Study 1 we test how the analytic versus holistic approach results in differences in discrimination and liking of wine for young wine consumers. We then describe a new app, QUINI, and its digital approach to wine education. We mined three years of their data to uncover generational involvement in digital wine tasting. We also conducted a survey of their consumers to determine any differences in interest in wine and wine education. We discuss the managerial implications of our findings.
Hypotheses The traditional approach to wine education believes that consumer appreciation can be guided by unbiased, impartial, and experienced judging. Rule-based grids and verbal lexicons have been developed to teach mastery.
However, younger consumers are turned off by expert lingo and want a learning experience that is meaningful to them.
Study 1: Learning To Like Versus Discriminate Sixty-nine wine consumers between 21 and 35 years old attended a learning session presented as a wine tasting and education event, where they were randomly assigned to either a holistic or an analytic learning condition. The holistic group learned to more fully experience tasting wine by drawing images. The analytic group, in contrast, learned to analyze the wine’s taste through deconstructing taste elements into individual elements and writing a detailed description of the wine.
Key Findings Those with prior education did better on the wine test (MEducation = 2.2 versus MNoEducation = 1.2, t(67)= 3.54 p = .0007); reported drinking more styles/varieties of wine (MEducation = 4.87 versus MNoEducation = 3.15 t(67) – 2.49 p = .01) and overall more engaged wine behavior (MEducation = 12.77 versus MNoEducation = 10.64 t(67)= 1.99 p = .05).
Study 2: Generational Differences In Wine Learning QUINI is a visual wine education and evaluation tool designed to help consumers to better understand their wine preferences, as they pro-actively learn and expand their experience of wine. The app allows consumers to evaluate wines on sensory qualities from color to aroma, to taste and finish. It is visually appealing and allows the consumer to form an overall evaluation for the wine, so that the ratings across consumers are systematic, irrespective of their wine knowledge or expertise. Users report enjoying the experience and sharing their results with others.
Key Findings Millennials have been engaging with wine on QUINI more than Gen X and Baby boomers. Generation Z drinkers proved they are equally qualified to express an opinion about wine. They seem to be as diligent and expressive in their wine ratings, at times even tougher critics.
Method An online survey was distributed to QUINI participants in US and Canadian tastings in the Summer/Fall 2019. 81 completed the survey (36 baby boomers, 21 Gen Xers, 21 millennials).
Measures The Hedonic and Eudaimonic scales from the PEAQ-S used in Study 1 were also employed here. The Hedonic scales loaded on one factor with a Cronbach alpha = .84 and were combined into a Hedonic Index. The eudaimonia items loaded on one factor with Cronbach alpha = .92 and were combined to form an Eudaimonic Index.
Results Hedonic/Eudamonic Motivation. For Hedonic motivation the overall model was significant F(2,75) = 3.22 p = .05, with means Gen X = 26.38, millennial = 30.24, baby boom = 29.47. These were not significantly different from one another. For Eudaimonic, the model was significant at F(2,75) = 5.32 p = .007. Gen X was found to be significantly lower than the other two generations using the Tukey procedure, Gen X = 18.00, millennial = 24.52, Baby boomer = 23.5.
To obtain a copy of the full paper, please write to us at firstname.lastname@example.org.
By Quini TeamMarch 24, 2021Comments Off on QUINI DATA Integrates Net Promoter Score
Algorithm Recommends Optimal Target Markets for Wine Producers
VANCOUVER, BC – March 24, 2021 – Quini® (www.quiniwine.com) today announced the release of an upgrade to the company’s QUINI DATA™ wine consumer sensory data and analytics platform for wine producers. The system leverages Quini’s proprietary consumer wine tasting and rating data and algorithm to calculate and publish NPS® (Net Promoter Score) results.
Instant view of NPS within the QUINI DATA analytics interface is designed to help wine marketers to instantly identify and prioritize optimal target audiences and geographic markets for a wine product, based on consumer loyalty indications captured using Quini.
The underlying recommendation engine also automatically suggests ideal geographic and demographic targets for a particular wine, based on a combination of consumer loyalty indicators, drinker age categories and taster location, down to a city level.
“Integrating NPS into QUINI DATA augments our client ability to support decisions, better direct resources and reduce risk,” said Roger Noujeim, Quini’s CEO. “We are seeing more wine producers and their wine making teams looking to use consumer sensory data more upstream in their process to uncover best paths and pre-empt issues.”
The new algorithm simultaneously identifies detractors. Audiences that are more likely to negatively impact the brand and business. Alerting wineries early to potential risk gives the executive suite an opportunity to re-examine decisions and steer away from unnecessary, costly pitfalls.
“The growing interest in consumer sensory data to support decisions early in a wine product’s journey is a significant leap for an industry known as being market driving rather than market driven,” added Noujeim.
“Averting a commercial miss is a critical goal every winery must pro-actively pursue. It can mean saving tens or hundreds of thousands of dollars in potential loss for a winery. Even up to a million dollars or more for the largest wine producers,” concluded Noujeim.
A side by side competitive benchmark of NPS scores can also be used by marketing teams to enhance product sheets with real, third party verified consumer data to better support sales teams and objectives on the road.
Access to NPS is now open to all QUINI DATA Gold annual subscribers, at no added charge.
QUINI DATA encompasses multiple complimentary analytics dashboard clusters to support the various business functions in a winery. This includes marketing, business intelligence, wine making and innovation teams, consumer insight managers, direct to consumer (DTC) and wine club groups.
Net Promoter or Net Promoter Score (NPS) is the percentage of customers rating their likelihood to recommend a company, a product, or a service to a friend or colleague as 9 or 10 (“Promoters”) minus the percentage rating this at 6 or below (“Detractors”) on a scale from 0 to 10. Respondents who provide a score of 7 or 8 are referred to as “Passives” and do indeed enter into the overall percentage calculation. NPS is a management tool used as a measure of customer loyalty and has been shown to correlate with revenue growth relative to competitors. NPS has been widely adopted by Fortune 500 companies and other organizations.
By Quini TeamJanuary 14, 2021Comments Off on How Wineries Can Use Consumer Sensory Feedback To Accelerate Business
The wine industry, as we’ve always known it, has changed. Whether forever or not, time will tell. Focus on the online consumer has grown by leaps and is unlikely to change.
Younger generations are digitally hardwired and represent the future of the wine industry. Doing more to understand what they want and how to service them in ways they appreciate, has become critical to a winery’s livelihood.
To gain this understanding, wineries are increasingly adopting more of a research-based approach to their business. Something many wineries have not yet experienced.
Critically, this understanding of what consumers want, especially the millennial generation, must cover the product inside the bottle. Not just the name, look and feel of a wine.
BUSINESS CASES FOR CONSUMER SENSORY RESEARCH
Consumer sensory research is now used by winery executives and business intelligence teams to gain an edge, across multiple areas of the business. Unlike traditional practices where a winery may use this type of research mainly in a localized lab setting and often with primary focus on the scientific makeup of a wine.
Business questions are driving the use of consumer sensory research today. This includes general market or category understanding and analysis, optimizing geographic and demographic targeting, flavour profile consistency analysis, portfolio cannibalization, sales decline analysis, new product innovation, competitive product analysis, new concept feedback, competitive benchmarking, consumer perception, and many other use cases.
Discovering, for instance, how a combination of flavours or aromas could resonate in the marketplace within seconds instead of months, is a game changer.
Advanced technologies including digital tasting platforms and artificial intelligence (AI) are also enabling wineries to extend their research to wherever their consumers are and helping them to gain a more accurate and comprehensive understanding of their target market and consumer base.
THE COST OF NOT KNOWING
Consumer sensory research can deliver significant returns on investment and must never be delayed.
The cost of driving a vehicle forward even a single mile with underlying uncertainty leads one further in the wrong direction. It also delays one’s return to the starting point, doubles the cost of gas and operators’ time, and generates unnecessary wear and tear on the vehicle.
The idea is to minimize business risk and optimize upside, before firing up the engines.
Now is the time to start the conversation.
We invite wineries that are interested in learning more about Quini’s advanced sensory consumer data solution, QUINI DATA™, to email us at email@example.com.