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 firstname.lastname@example.org.