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Passion, Palates & Purchasing Passion, Palates & Purchasing

Passion, Palates & Purchasing - PowerPoint Presentation

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Passion, Palates & Purchasing - PPT Presentation

The Lifestyles Mindsets and Evolving Tastes of Affluent Wine ConsumerS Recent Trends Affluents Rising Up the Hierarchy of Needs Selfactualizing Esteem Social Security Physiological Maslows hierarchy of needs 1943 ID: 758289

valley wine napa amp wine valley amp napa red white discovery glasses net base year sonoma bordeaux tuscany favorites

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Slide1

Passion, Palates & Purchasing

The Lifestyles, Mindsets and Evolving Tastes of Affluent Wine

ConsumerSSlide2

Recent Trends:

Affluents Rising Up the Hierarchy of Needs

Self-actualizing

Esteem

Social

SecurityPhysiological

Maslow’s hierarchy of needs (1943)

Meaning

Bucket lists

Hobbies & interests

Leisure/spare time

Entertainment

Experiences

Luxury

Food & beverages

Future-focus

Self-discoverySlide3

The Definitive Study of Affluent wine drinkers

Drink 2+ glasses of wine per week

At least $150K annual household income (HHI)

3.2 glasses

$250K HHI

Minimum threshold

Median

Jackson Family Wines partnered with Ipsos to conduct the definitive study of the lifestyles and evolving tastes of Affluent wine drinkers.

This study

was conducted online during August 2015 with N = 1,999 adults aged 25-69

.

The study represents the ~5% of the U.S. population with $150K+ HHI and drink 2+ glasses of wine per week

.

Methodology

Data Collection

3Slide4

Demographic Skews With BROAD appeal: Boomer, Suburban, Employed, Married, parents

46%

54%

Millennials

(25-34)

10%

Xers

(35-49)

36%

Boomers

(50-69)

54%

Urban

Suburban

Rural

61%

30%

9%

Parents

75%

Median: $1.75M

Net Worth

$

Annual Household Income

4Slide5

The Passion: Thirst for Wine Profound & Growing

5Slide6

% Drank wine in

past 7 days

Most drink Red and White

Red Net: 79%

White Net: 71%

Sparkling

Net: 34%

Cabernet Sauvignon

Merlot

Pinot Noir

Red

Blends

Malbec

Zinfandel

Syrah/

Shiraz

Other Red

Chardonnay

Pinot

Grigio/Gris

Sauvignon Blanc

Riesling

Other

White

Domestic

Sparkling

Imported

Sparkling

Rose

60%

Drank Red & White

6Slide7

One-third are Particularly passionate about wine

19%

identify as

connoisseurs AND collectors

7Slide8

Over half Have a Wine Cellar or Refrigerator

Wine storage in home

31%

belong to a wine club

8

67% Have 10+ bottles of wine at homeSlide9

Engagement With Wine Rising Across Metrics

Top 5 shown; % saying “decreased” 6% or less. Also showing growth: interest in culinary travel, interest in 90+ wines, reading about wine.

Increased over the past year

9Slide10

Palates:

The Selection of Wine & Varietals

10Slide11

Discovery

and

favorites

59% agree with both statements

11Slide12

When forced to choose: Favorites Over Discovery

12

Which do you prefer?Slide13

Napa Valley Wines Rank #1 Across Metrics

Familiar with wines from region

(Base Total)Purchased in past year(Base Total)

More interested vs. year ago(Base Familiar)

Prestigious(Base Familiar) 1. Napa Valley

(95%)1. Napa Valley (71%)1t. Napa Valley (22%)

1t.

Napa Valley (55%)

2. Sonoma Valley (92%)

2. Sonoma Valley (62%)

1t. Sonoma

Valley (22%)

1t. Bordeaux (55%)

3. Tuscany

(89%)

3. Australia (44%)

1t. Oregon (22%)

3. Tuscany (39%)

4. Bordeaux (88%)

4. Tuscany (39%)

4.

Tuscany (19%)

4. Burgundy (34%)

5. Australia (85%)

5. Bordeaux (36%)

5. Russian River Valley (18%)

5. Sonoma Valley (29%)

13Slide14

Cabernet

TopS

Reds; Chardonnay Leads Whites14Slide15

Purchasing:

How and Where

Affluents

Purchase Wine

15Slide16

The “Big Five”: Key Considerations Across Channels

16

Varietal

Value

Recommendation

Brand

Region Slide17

Wine Purchasing Widespread across channels

17

Supermarket / liquor storeRestaurantWine

shopPurchase wine monthly or more often71%54%

78%Typical amount spent (average)

$22$66$32

Most spent in past 12 months

$35

$87

$62

Prefer a wine “I know and like” over a

wine “that is new and different”

80%

63%

69%

“Secondary” influences (after the “big five”)

Particularly value-driven

Packaging

Family/friend

recommendation

Sommelier

Less

value driven/more willing to splurge

Expert recommendationPackaging Slide18

Activities: The Breadth of Wine-Related Experiences

Activities within the past 12 months

(Among purchased via

computer/smartphone/tablet)

18Slide19

Summing Up

19Slide20

Strong Emotional Engagement with wine

20

Enthusiastic consumers

Averaging more than 4 glasses of red and 3 glasses of white weeklyLong-term passion60% interested in wine 10+ years; three-fourths interested 5+ years

Willing to payIn past year, 65% spent $30+; nearly half (43%) spent $50+Attractive consumersUpscale, refined, with a willingness to spend across categoriesSlide21

Regions & Varietals: Leverage the Napa Name

Regions: Napa Valley top region across metricsNapa tops for familiarity, purchase, interest growthSonoma Valley often a close secondNapa ties Bordeaux for #1 in prestige

VarietalsRed: Cabernet Sauvignon most popular, followed by Merlot and Pinot Noir

White: Chardonnay tops, followed by Pinot Grigio/Gris and Sauvignon Blanc

21Slide22

Understanding the Consumer choice Process

Discovery and favorites – leaning toward favorites

The big 5: Five key factors consistently shape wine choice: VarietalValueRecommendationsRegion

BrandInfluences: Recommendations are particularly important, across sources: friends, family, staff in wine shops, restaurant staff

Media influences: endemic sources are more frequently cited than non-endemic ones

22Slide23

Key Trends: Enthusiasm Rising across spectrum

Enthusiasm for wine is strong and growingFrequency of drinking wine

Knowledge & confidence in wine choicesInterest in discovery & explorationInterest in wineries, vineyards, culinary travelThriving at both tails…

Most combine “everyday” consumption with high-end purchasingRoughly one-third are collectors or connoisseurs Most purchase through both high-end and mainstream channels

23Slide24

Thank you!

Passion, Palates & Purchasing

The Lifestyles, Mindsets and Evolving Tastes of Affluent Wine

ConsumerS