New Wine Genome Survey

e_T4Q6892 low-res -c bw sI was reading in one of the trade magazines today that Constellation brands has completed and released a new Wine Genome study. The project, which has been going on for 10 years, is in its third phase and notes that some consumers feel more confident and better educated about wine. While the consumers think that wine is more complicated and can be overwhelming, there are many more ways to collect information.

Originally the consumers were broken up into six segments: Enthusiast 12%, Image Seeker 20%, Savvy Shopper 15%, Traditionalist 16%, Satisfied Sipper 14%, and Overwhelmed 23%.  Some of these segments are still in the new Genome, though others have been replaced. Additionally, more attention was paid to the consumers of luxury wine, that is consumers drinking wines priced higher then $20.00. The Image Seekers, Engaged Newcomers, and Enthusiasts are the segments that have the most impact on this price category.

We still have the Image Seekers, Enthusiasts and the Overwhelmed, as well as the three new categories Everyday Loyals, Engaged Newcomers and Price Driven. There is also more information regarding how the segments impact the market.

 

2014 Constellation Brands Wine Genome Study

Six classifications of wine consumer and 4,000 people surveyed

 

Image Seekers make up 18% of consumers and are responsible for 26% of profits.

Wine represents 24% of their alcohol consumption at an average price of

$12. per bottle.

Everyday Loyals make up 20% of consumers and are responsible for 22% of profits.

Wine represents 44% of their alcohol consumption at an average price of

$10. per bottle.

Enthusiasts make up 10% of consumers and are responsible for 15% of profits.

Wine represents 40% of their alcohol consumption at an average price of

$13. per bottle.

Engaged Newcomers make up 12% of consumers and are responsible for 14% of profits.

Wine represents  24% of their alcohol consumption at an average price of

$13. per bottle

Price Driven make up 21% of consumers and are responsible for 14% of profits.

Wine represents 38% of their alcohol consumption at an average price of

$9. per bottle

Overwhelmed make up 19% of consumers and are responsible for 9% of profits.

Wine represents 34% of their alcohol consumption at an average price of

$9. per bottle.

 

In future blogs we will take a look at how this affects the wineries.

A tip of the glass from me to you!

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