Report Brochure WINE PACKAGING IN AUSTRALIA JUNE REPORT PRICE AUD 925 GBP Report Credit

Transcription

1 Report Brochure WINE PACKAGING IN AUSTRALIA JUNE 2014 REPORT PRICE AUD 925 GBP Report Credit Wine Intelligence

2 Contents page Introduction Management summary Packaging types: Small format bottle Wine can 750ml bottle 1.5L bottle 2L Cask 4L Cask 5L Cask 10L Cask Packaging purchase Packaging imagery Packaging occasions Packaging buyers profiling Methodology 2

3 Report price Report price: GBP 500 EUR 600 USD 825 AUD 925 Report credits: 1 45 page PowerPoint report Price also includes supporting data in Excel (Demographics and packaging Vinitrac questions with crosstabulations by age groups, gender, region, packaging format buyers) *All prices exclusive of VAT, GST or relevant local sale taxes at the current rate 3

4 Excerpts from the introduction It has been said that the egg shell is the perfect form of packaging. It is lightweight, fully bio-degradable and strong enough to safely protect its contents yet with enough fragility to allow an infant bird to hatch. Apart from the need for something to hatch out of it, beverage, and in particular, wine packaging has many of the same concerns as the egg. However, unlike nature which has had many thousands of years to evolve the perfect design, wine packaging has had a much shorter time frame and also the added complexity of having to appeal to a constantly evolving preferences and tastes of consumers with different cultural backgrounds and different need states. This report looks at eight main packaging types available in the Australian market to determine their current usage and consumer attitudes and opinions towards them. The majority of the Australian wine market drink from relatively few packaging types, with 52% having only ever bought two of the options. Not surprisingly pretty much all consumers buy standard bottles but the real interest comes in who buys the alternative or other packaging types and why. Small format bottles are a relatively popular choice with 34% of regular Australian wine drinkers having ever bought them and 13% (or 1.5 million) buying on a monthly basis. They benefit from being convenient to carry and often associated with informal occasions or a relaxing drink at home. Stephen Lacey Research Manager 4

5 Research methodology: Vinitrac Australia methodology The data for this study was collected in April 2014 Data was gathered via Wine Intelligence s Vinitrac Australia online survey and is representative of all Australian regular wine drinkers Sampling: quotas / stratified N=1,000 Screening criteria: Respondents were required to drink wine at least once per month, to drink at least red, white or rosé wine and to buy wine in the off-trade and/or in the on-trade Data processing: Invalid responses (those who completed the survey too quickly, or who straight-lined through selected questions) were removed from the sample The survey was post-weighted in terms of age and gender 5

6 Research methodology Vinitrac Overview SAMPLE SIZES At least 500 respondents per survey; 1,000 in most countries, 2,000 in US Regular adult wine drinkers (where regular = drinks wine at least once per month) Each Vinitrac survey starts with questions to screen respondents: Adult drinking age within each country Permanent resident of the country being surveyed Drinks wine at least once per month Drinks at least red, white or rosé wine Buys wine in the off-premise and/or in the on-premise channels and rejects all respondents who do not fulfil these Vinitrac criteria Each sample is representative of the regular wine drinking population in that market and is therefore valid; a sample size of at least 500 consumers ensures results are reliable. It s like a smaller version of the wine drinking population at large We comply with both MRS and ESOMAR codes and guidelines for market research practice 6

7 Research methodology Vinitrac - Frequently Asked Questions WHY IS VINITRAC NOT A PANEL? Panels are good for monitoring detailed purchase activity but require regular input from exactly the same complete group of respondents This requires more time from respondents, for which they are paid, and panels are therefore more heavily skewed towards home-based consumers, e.g. students and home-makers This group of a country s wine-drinking population does not fully represent the accurate weighted sample of adult regular wine drinkers on which Vinitrac insights are based HOW DOES VINITRAC WORK? Invitations to participate in Vinitrac are distributed to adult consumers in each market Consumers interested in a wine survey are directed to an URL address, which welcomes them to the online survey Wine Intelligence monitors incoming completed responses to build a sample representative of the wine drinking population of the target market When a representative sample of at least 1,000 (US: 2,000) is logged, the survey is closed 7

8 REPORT PRICE: AUD 925 GBP Report Credit Format: 45 page PowerPoint (PDF) Purchase online: Contact us directly: reports-shop@wineintelligence.com If you have any questions, please contact your local Wine Intelligence office: AVIGNON Jean-Philippe Perrouty, Director, Wine Intelligence France T +33 (0) jean-philippe@wineintelligence.com BEIJING Rui Su, Research Manager T rui@wineintelligence.com CAPE TOWN Dimitri Coutras, South Africa Country Manager T dcoutras@iafrica.com DELAWARE Erica Donoho, USA Country Manager T erica@wineintelligence.com FRANKFURT Wilhelm Lerner, Associate Director/Germany Country Manager T +49 (0) wilhelm@wineintelligence.com LONDON Emma Barnes-Webb, Project Executive T emma@wineintelligence.com SYDNEY Natasha Rastegar, Australia & NZ Country Manager T natasha@wineintelligence.com TRISTE Pierpaolo Penco, Italy Country Manager T pierpaolo@wineintelligence.com