Wine Law

WINE PROMOTION 293 12,632 (49% male and 51% female) people who consume wine at least once a month on- and off-premise, representing nine US regions. A qualitative focus group sampling of 20 interviews was conducted by phone. The result shows that: 1) 10% of wine consumers drink many wine styles, from many countries and regions, being called Engaged Explorers ; 2) 19% of wine consumers, the Premium Brand Suburbans , happen to know more about wine than any in the five other segments; 3) the Contented Treaters , which make up 17% of wine buyers, go for a broad range of wines and are interested in a wine’s origin; 4) accounting for 14% are the Social Newbies , who are the youngest segment and have limited knowledge, relying on recommendations, which means they can be a fickle market; 5) the largest segment of the US’s wine-buying public, at 26%, the so-called Senior Bargain Hunters are quite knowledgeable, yet their focus on wine styles and brands is narrow, giving more importance to value; and, finally, 6) the Kitchen Casuals , infrequent wine drinkers who are also among the oldest group, represent 14% of the buying market and are not known for going to bars and restaurants to consume wine, showing limited interest in switching from wines they already know. Not so different was the result of another survey made by wine industries and published by Duke WorldPress 43 , in which six different consumer profiles were appointed: Wine Enthusiasts (12% of consumers); Satisfied Sippers (14% of consumers); The Savvy Shoppers (16% of consumers); Traditionalists (16% of consumers); Image Seekers (20% of consumers) and Overwhelmed (23% of consumers). Regardless of the title given to each consumer segment, it is tangible how diverse they are, looking for several wine categories – added to the fact that supermarkets distribute 41% of the global supply. Thus, wine industries have to structure their wine promotion vis-à-vis of such scenario – from one side, the legal restrictions, and, from the other, the huge fragmentation of the consumer profile. The promotion must be designed almost to reach each consumer personally. As Leslie Joseph, vice president, consumer research and consumer affairs at Constellation Wines US, puts it: “We feel that if we want to increase wine consumption in the U.S., which is certainly a goal of all of us associated with the industry, there’s a good common understanding that we all need to do a better job communicating with our consumers.” 44 . 43 Source : https://sites.duke.edu/sociol342d_001_s2014_wine/global-value-chains/types-of-consumers/, accessed on 24 April 2020. 44 Source : https://www.sfgate.com/wine/article/Are-you-Overwhelmed-or-a-Satisfied-sipper- 2563373.php, accessed on 24 April 2020.