Apr 8

Written by: John Gerum
4/8/2010 11:10 AM 

I've always noted that some customers drink the same wine week after week and are perfectly happy with their purchasing decision. Other customers are always searching for a new wine, and love to explore the diverse selection available at retail outlets.

These basic observations have been augmented by a large wine consumer study by the largest wine company in the world; Constellation Wines based in the United States. One of the largest consumer studies ever done with over 3,500 online participants it resulted in data that suggests six distinctive buying groups. In studying the data it is interesting to note their motivations and wine choices. This will assist in finding the right bottle of wine for every consumer. The following are the different groups and some of their characteristics. You may be able to identify the group you belong to.

The first categories are named Enthusiasts, which accounts for 12 percent of all consumers. This group is knowledgeable about wine and love to entertain at home for friends and family. They are wine browsers, the customer who will spend time looking throughout the wine sections for longer periods of time. They typically will spend more money on a bottle of wine than any other group and account for 25 percent of overall sales.

Image Seekers view wine as a status symbol. Although they have a basic understanding of wine, they use the internet to find wines that are new and exciting.  They are attracted to innovative labels and packaging and their number one preference is Merlot.

Accounting for 20 percent of sales the Savvy Shopper enjoys the shopping experience and discovering new wines on their own. They shop in different retail outlets to find the best deals and discounts and will buy by the case if the price is right.

Traditionalists seek out wines from established wineries and wine regions. Typically an older demographic, they believe wine creates a more formal occasion for dinner and entertaining. They shy away from new wine brands and wineries and enjoy shopping at locations that make it easy to find their favourite brands.

Satisfied Sippers are consumers that enjoy drinking wines but don't know much about them. They usually purchase the same brands ever time and consider wine and everyday drinking experience. They prefer the taste of wine over beer and spirits.

The largest group at 23 percent are the Overwhelmed. This group is overwhelmed by the large selection of wine available and are the first to ask for assistance in choosing their wine. They enjoy wine and typically purchase wine based on the label appeal of the wine. They are open to advice from store staff and if they cannot find help they may not purchase wine at all.

It doesn't matter which category you fall into, as long as you enjoy wine you're OK in my books.