Bewined

Wine consumers

Our target market are the Overwhelmed,  Image Seekers, and the Savy Shoppers.

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Overwhelmed (23% of consumers)

• Overwhelmed by sheer volume of choices on store shelves
• Like to drink wine, but don’t know what kind to buy and may select by label
• Looking for wine information in retail settings that’s easy to understand
• Very open to advice, but frustrated when there is no one in the wine section to help
• If information is confusing, they won’t buy anything at all.

Image Seekers (20% of consumers)

• View wine as a status symbol
• Are just discovering wine and have a basic knowledge of it
• Like to be the first to try a new wine, and are open to innovative packaging
• Prefer Merlot as their No. 1 most-purchased variety; despite “Sideways,” Pinot Noir is not high on their list
• Use the Internet as key information source, including checking restaurant wine lists before they dine out so they can research scores
• Millennials and males often fall into this category.

The Savy Shoppers (16% of consumers)

• Enjoy shopping for wine and discovering new varietals on their own
• Have a few favorite wines to supplement new discoveries
• Shop in a variety of stores each week to find best deals, and like specials and discounts
• Are heavy coupon users, and know what’s on sale before they walk into a store
• Typically buy a glass of the house wine when dining out, due to the value.

Wine Enthusiasts (12% of consumers)

• Entertain at home with friends, and consider themselves knowledgeable about wine
• Live in cosmopolitan centers, affluent suburban spreads or comfortable country settings
• Like to browse the wine section, publications, and are influenced by wine ratings and reviews
• 47% buy wine in 1.5L size as “everyday wine” to supplement their “weekend wine”
• 98% buy wine over $6 per bottle, which accounts for 56% of what they buy on a volume basis.

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Other consumers include:

Traditionalists (16% of consumers)

• Enjoy wines from established wineries
• Think wine makes an occasion more formal, and prefer entertaining friends and family at home to going out
• Like to be offered a wide variety of well known national brands
• Won’t often try new wine brands
• Shop at retail locations that make it easy to find favourite brands.

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Satisfied Sippers (14% of consumers)

• Don’t know much about wine, just know what they like to drink
• Typically buy the same brand–usually domestic–and consider wine an everyday beverage
• Don’t enjoy the wine-buying experience, so buy 1.5L bottles to have more wine on hand
• Second-largest category of warehouse shoppers, buying 16% of their wine in club stores
• Don’t worry about wine and food pairing
• Don’t dine out often, but likely to order the house wine when they do.

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Research by Becca Ritz, owner of Bauerhaus Design