Tuesday, December 15, 2009

Fun Wine Marketing Data

Terry Post:

Some interesting quotes from a 2007 report on wine produced by Marketing Intelligence (MINTEL):

Wine branding though fun labels has emerged as an important attribute to attract American consumers, especially the younger ones, and drive growth in the market. The brands with fun imagery, such as animals and critters, and tongue-in-cheek titles such as Fat Bastard seemed to connect better with consumers

On premise consumption...accounted for nearly 50% of the total sales...Liquor stores remained the biggest off-premise channel accounting for 22% of the total wine sales. Supermarkets...accounted for 18% of the total sales.”

The imported wine segment exhibited 56% increase volume sales growth - four times the sales growth achieved by domestic wine segment...Although Italian brands accounted for the highest volume share (35.2%) of the imported segment, it is Australian brands that drove primary growth. Australian Yellow Tail, the best selling imported brand...accounted for 26% of the total volume growth.”

37% of women are likely to drink wine, compared with 30% of men.”

Around 40% of the respondents aged 55-64 are likely to drink wine - exhibiting the highest incidence...while respondents aged 21-34 exhibited the lowest incidence of drinking wine.”

Wine consumption significantly increases with household income of respondents. Around 46% of respondents reported drinking wine in the highest household income of $100k+, compared to 23% of respondents with household income of $25k or less.”

~ Terry

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