The Wines Consumers Like to Drink, and Where They Buy Them

A survey of 1,191 American wine consumers found their preferred wine styles are semi-sweet, smooth and fruity, in that order, Sonoma State University researchers found.  Dry Wines, a result of no sugar, savory and tannic aren’t as popular.   

Not surprisingly, the survey found that taste is the No. 1 reason Americans like to drink wine (79%).  Relaxation and pairing with food came in second, at 59%, followed by “with family” at 43%.  Just 15% cited health as a reason for drinking wine. 

The researchers were curious how the respondents were introduced to wine.  Some 38% said by a friend and 36% said by a family member.  Other answers:  travel (7%), cooking (3%) and just “falling in love with wine” (12%).

Asked what factors they consider when buying wine, the respondents said price was the No. 1 factor at 80%%, followed by brand (69%), varietal (33%), country (33%), rating (23%), region (23%), label (20%), state (19%), vintage (17%), alcohol level (17%), medals (9%) and being organic (7%).

Because organic has been a small factor in past surveys, the researchers asked how much more consumers are willing to pay for certified organic wines.  The answer: $1 to $3 per bottle (15%).   Some 32% said they wouldn’t pay more, period.

The consumers said they usually paid $11 to $14.99 for a bottle to drink at home, but 46% said they have paid $50 to $99 for a special occasion.  For wine at a restaurant, the usual price was $31 to $45 a bottle, although 31% say they only buy by-the-glass at a restaurant.

Where do consumers usually buy wine?  Wine or liquor stores (51%), grocery (39%) discount/warehouse store (24%), winery tasting room (17%) and convenience store (10%)

When do they consumer wine?  20% said within 24 hours after purchase, 31% said in 2 or 3 days, 39% said within one to two weeks, 6% said they save their wine for aging and 4% said it varies.

Social Media

What social media should wine marketers place their advertising?  In terms of usage, Facebook leads at 75%, followed by YouTube/online videos at 36%.  Instagram is in third place at 35%, Pinterest in fourth at 28% and Twitter in fifth at 26%. 

Why do consumers use social media?  59% say to ask friends for recommendations on which wine to buy and 40% say to share wine experiences or post photo.

Some 11% of respondents have wine apps on their smart phones and use them primarily to check prices (30%), decide which wine to buy (9%) and to get coupons (6^).  Most popular apps are Vivino, WineSearcher, Hello Vino, Delectable and then Cellar Tracker, in that order. 

Some 27% of consumers say they have purchased wine online, a figure the researchers said was ‘surprising.”  But only 11% say they almost always or often buy online. 

SOURCE:  Dr. Liz Thach, MW, Distinguished Professor of Wine & Management, Wine Business Institute, Sonoma State University, Liz@lizthach.com..

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