Wine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate

Transcription

1 Wine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate Presented at VINO 2017* NYC, February 6th, 2017 *Organized by ITA Italian Trade Agency

2 Survey Objectives and Methodology ü Survey of 1,463 members of the Wine Opinions consumer panel ü Establish baselines of current awareness, usage, and of Italian wines and wines of principal regions ü Relevance of print, online, and social media as sources of wine discussion, and purchase influence ü The landscape of imported wines on the U.S. market, including preferences by region in price/occasion ü Familiarity with leading Italian wine regions and wines ü Likes and dislikes comments February

3 Respondents by Age Segment and Gender 20s 30s 40s 50s 60+ 8% Female 28% 19% 47% 53% 28% 17% Male Under 40: females = 58% / males = 42% February

4 Top States Represented California 21% New York Texas Florida Illinois New Jersey Ohio Virginia MassachuseWs Washington Pennsylvania Arizona 8% 6% 5% 5% 4% 4% 3% 3% 3% 3% 3% New York Metropolitan Area Live or Work = 7.4%% 2017 Wine Opinions. All Rights Reserved. January

5 Respondents by Consumption Frequency Every day Few times a week 33% 51% High Frequency Consump7on by Age: About once a week Several times a month 5% 9% 20s 83% 30s 81% 40s 81% 50s 88% % Less often* 2% *Includes monthly and once every 2-3 months lower frequencies were disqualified Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February

6 Frequency of Purchase by Price Point PRICE SEGMENT WEEKLY MONTHLY SEVERAL TIMES/ YEAR LESS OFTEN NEVER Under $12 34% 27% 14% 16% 9% $12 - $ % 38% 20% 14% 3% $15 - $ % 37% 29% 14% 4% $20 - $ % 27% 33% 23% 9% $30 or more 4% 15% 31% 30% 20% Respondents under 40 more ojen buy wines under $12. Frequent Italian wine purchasers more ojen buy wines $ Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February

7 Social Media Usage Related to Wine (Percent who visit, post, exchange informa7on or images on wine monthly or more ojen) Facebook 45% Twitter Delectable Pinterest Instagram Vivino YouTube Hello Vino 11% 6% 12% 17% 15% 9% 3% Under 40 usage is higher for all channels nearly double for Instagram and Delectable February

8 Purchase Influences (Percent very influen7al by influence type 7 on a scale of 1-7) Advice from wine knowledgeable family member 42% 90+ score from respected cri7c Recommenda7on from retail store staff Wine is on sale for 10% off or more Tasted wine in store Wine is from country or region I like Recommenda7on through an app 25% 31% 13% 45% 8% 60% Under 40 skews higher: Advice from friend or family member and Wine is from country or region I like Wine is on display 5% Posi7ve review I read in print or online 21% February

9 Imported Wine Purchases (Past year purchase history by country or region) Purchase frequently Made several purchases Made one or two purchases Not purchased in past year France 27% 30% 26% 17% Spain 19% 31% 29% 22% Portugal 6% 16% 35% 43% Italy 30% 34% 26% 10% Australia 12% 27% 34% 27% Chile 11% 26% 36% 26% California 66% 23% 8% 2% Italian wines purchase frequently Under 40 = 34% February

10 Purchase These Wines Frequently by Age Segment (Percent who made frequent purchases in past year by age and country/region) COUNTRY/REGION 20S 30S 40S 50S 60+ France 32% 35% 28% 27% 22% Spain 18% 25% 23% 18% 18% Portugal 3% 7% 8% 3% 7% Italy 29% 37% 34% 29% 28% Australia 8% 12% 13% 15% 13% Chile 8% 15% 14% 11% 10% California 61% 52% 63% 72% 75% February

11 Most Likely Choice Among Regions by Occasion and Price (Percent by region preference for each occasion/price segment) COUNTRY/REGION $10 - $20 WINE FOR CASUAL MEAL AT HOME $20 - $30 WINE FOR DINNER PARTY AT HOME OF A FRIEND $10 - $15 GLASS OF WINE IN A RESTAURANT France 9% 21% 20% Spain 10% 5% 5% Portugal 1% 1% 1% Italy 16% 19% 21% Australia 5% 3% 3% Chile 8% 4% 5% California 51% 47% 44% February

12 When you think of Italian wines, what word or words come to mind immediately? Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February

13 Awareness/Trial/Purchase Never heard of Total trial Buy occasionally or favorite Barolo 17% 70% 46% Barbera 17% 75% 49% Barbaresco 22% 63% 34% Chian7 2% 94% 67% Chian7 Classico 6% 87% 64% DolceWo 22% 55% 25% Nebbiolo 24% 66% 44% Brunello di Montalcino 28% 60% 41% Montepulciano d Abruzzo 24% 63% 40% Valpolicella 30% 59% 34% Salice Salen7no 57% 23% 10% Vino Nobile di Montepulciano 33% 55% 31% Nero d Avola 40% 46% 28% Lambrusco 12% 67% 17% Aglianico 50% 36% 18% February

14 Awareness/Trial/Purchase Never heard of Total trial Buy occasionally or favorite Prosecco 4% 88% 64% As7 9% 75% 28% Moscato d As7 6% 77% 30% Gavi 48% 37% 18% Orvieto 44% 38% 17% Pinot Grigio 0% 98% 68% Frasca7 44% 31% 8% Soave 35% 47% 19% Verdicchio 45% 38% 16% Greco di Tufo 67% 19% 8% Falanghina 66% 21% 10% Vermen7no 47% 38% 17% Fiano 68% 17% 8% Vin Santo 54% 27% 9% Franciacorta 67% 18% 8% Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February

15 Further Informa7on: P.O. BOX 157 KENWOOD, CALIFORNIA (707)