Wine Law

Not so different was the result of another survey made by Wine Industries and published by Duke WorldPress sites 44 , in which six different profiles of consumers have been appointed: Wine Enthusiasts (12% of consumers), Satisfied Sippers (14% of consumers), Savvy Shoppers (16% of consumers), Traditionalists (16% of consumers), Image Seekers (20% of consumers) and Overwhelmed (23% of consumers). Independently of the title given to each of the consumer segments, we can note that they are very diverse and look for several wine categories. Added to such fact that supermarket distributes 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 of the Constellation Wines U.S., 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” 45 . To face with such fragmentation, online sales are showing important issues, for instance, Wine.com , the USA’s leading online wine retailer, topped 150 million dollars in revenue for 2019. Its CEO, Rich Bergsund, said, on the topic, that “Our industry is seeking to attract the next generation of consumers”, adding that “We're seeing signs that a modern retail approach – with online and mobile channels, deep content, live chat somms and convenient delivery – is appealing to all ages and levels of wine sophistication”. Surrounded by such facts, the wineries usually adopt the same practices to approach theirs brands to the specific consumers in order to supply them according their needs, one of the most important ones being the wine clubs. Wine Clubs are becoming one of the most powerful mechanisms to reach almost personally those enormous varieties of consumers: “Wine clubs are designed to provide customers with a series of wine bottles on a monthly 44 Source : https://sites.duke.edu/sociol342d_001_s2014_wine/global-value-chains/types-of-consumers/, accessed on 25 April 2020. 45 Source: https://www.sfgate.com/wine/article/Are-you-Overwhelmed-or-a-Satisfied-sipper-2563373.php, accessed on 24 April 2020.