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 email@example.com.
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 18, 2021Comments Off on Quini Wins 2021 Innovation Award by Wine Industry Network
WINnovation Awards Recognize The Most Innovative Industry Suppliers And Service Professionals
VANCOUVER, BC – November 18, 2021 – Quini® (www.quiniwine.com), the leader in consumer sensory data and analytics solutions for the wine industry, has been recognized by Wine Industry Network with the WINnovation 2021 Award.
WINnovationis an annual award presented to five of the most innovative wine industry suppliers and service professionals. The award recognizes organizations for ground-breaking products or practices and positive contributions toward the advancement of the North American wine industry.
“There’s a growing awareness of the importance of quality data for making sound business decisions, but acquiring the right data and interpreting it can be a costly challenge. That’s why we believe Quini’s solution to making consumer sensory data accessible to more wine businesses is an important innovation for the industry,” says Kim Badenfort, Editor, Wine Industry Advisor.
“I am honoured to receive the WINnovation Award on behalf of our visionary founders, staff and investors,” said Roger Noujeim, Quini’s chief executive office. “I would also like to thank our clients. Winery professionals who have recognized Quini’s unique ability to deliver answersto critical business and product questions using sensory data, more quickly and cost efficiently than traditional practices and research models.”
Quini clients include top 25 US and Canadian wine producers, as well as fast growing small and medium sized wineries. The company’s flagship platform, QUINI DATA™, is an annual subscription SaaS solution that delivers user friendly analytics to the executive desktop, for answers on-demand. Quini also provides project-based data solutions, and interactive sensory data reportsavailable for purchase on the company’s website.
ABOUT QUINI Quini is the leader in near real-time wine sensory data and technology solutions. Founded in 2013, Quini is headquartered in Vancouver, BC. Quini’s investor group includes OKR Financial (www.okrfinancial.com) and private investors.
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.”
By Quini TeamOctober 8, 2021Comments Off on Wine Industry To Benefit From QUINI’s Status As A Pre-Qualified Vendor Under the B.C. Agrifood and Seafood Market Development Program
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 firstname.lastname@example.org.
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 email@example.com 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.