VINITRAC GLOBAL REPORTING EXAMPLES 2015 Wine Intelligence 2015 1
Which wine producing country has seen the biggest proportional increase in its user base in the UK since 2013? a. New Zealand b. Spain c. Portugal Answer from Vinitrac UK 2013 and 2015 Country of origin consumption - tracking % who have drunk wine from the following country in the past 6 months Base = All UK regular wine drinkers Rank in Country 2013 2015 % difference Trend 2015 n= 1,019 1,000 since 2013 1 France 56% 51% -5% 2 Australia 52% 47% -5% 3 Italy 38% 42% +4% 4 Spain 40% 40% 0% 5 South Africa 40% 36% -4% 6 Chile 37% 35% -2% 7 California 34% 30% -4% 8 New Zealand 26% 28% +2% 9 Argentina 20% 16% -4% 10 Germany 19% 16% -3% 11 Portugal 11% 14% +3% 12 Bulgaria 5% 4% -1% 13 Hungary 5% 3% -2% 14 Other USA 3% 3% 0% Other 2% 1% -1% Don't know 14% 7% -7% : statistically significantly higher than previous wave at a 95% confidence level : statistically significantly lower than previous wave at a 95% confidence level Source: Wine Intelligence, Vinitrac UK, Aug 13, 1,019, June '15, n=1,000 UK regular wine drinkers While the consumption of wine from New Zealand and Spain remained stable, Portuguese wines have seen a significant growth since 2013 2
Who do US regular wine drinkers trust more? a. Wine critics b. Shop staff or shop leaflets recommendation c. Wine points rating in store / on the shelf Answer from Vinitrac USA 2015 Choice cues % who quoted the following as important or very important when selecting wine Base = All USA regular wine drinkers (n=2,000) Grape variety A brand I am aware of Recommendation by friend or family Promotional offer The country of origin The region of origin Recommendation by shop by shop staff staff or or shop leaflets Alcohol content Appeal of the bottle and / or label design Wine Wine points points rating rating store in store / on / on the shelf Recommendation by by wine critic or or writer Recommendation by wine guide books Wine won a medal or award 36% 33% 45% 42% 42% 41% 57% 55% 54% 49% 75% 71% 68% 49% of all US regular wine drinkers trust recommendations by shop staff or shop leaflets Source: Wine Intelligence, Vinitrac USA, Aug 15, n=2,000 USA regular wine drinkers 3
Which of the following red grape varietals has been consumed the most often by Australian regular wine drinkers in the past 6 months? a. Merlot b. Shiraz / Syrah c. Pinot Noir Answer from Vinitrac Australia 2015 Red varietals consumption % who have drunk the following varietal in the past 6 months Base = All Australian regular wine drinkers (n=1,000) Cabernet Sauvignon Merlot Shiraz / Syrah / Pinot Noir Red blend Grenache Malbec Sangiovese Tempranillo Pinotage Cienna Zinfandel Gamay Carmenère Other Don't know 6% 6% 6% 5% 3% 2% 5% 11% 10% 9% 9% 22% 38% 51% 51% 48% Merlot has been the most consumed red grape varietal among all Australian regular wine drinkers, on par with Cabernet Sauvignon Source: Wine Intelligence, Vinitrac Australia, April 2015, n=1,000 Australian regular wine drinkers 4
What is the most important motivation for Chinese consumers to drink wine? a. Wine helps them to relax b. They like the taste of wine c. The health benefits delivered by wine Answer from Vinitrac China 2015 Wine drinking motivations top 10 % who quoted the following as reasons to drink wine Base=all Chinese urban upper-middle class imported wine drinkers (n>1,004) Grape-based Grape-based wine wine is good is good for for my my health It helps It helps me me to to relax I like I like the taste It helps to create a relaxed and friendly atmosphere It makes people modern and sophisticated Drinking wine is a good way to celebrate a special occasion Drinking grape-based wine will improve my skin It goes well with Western food It is a way to enjoy the fact that I have been successful in my career I enjoy learning about wine Serving wine is a good way to show respect and consideration for my guests It makes me feel inbr/idual and unique Most of my friends drink wine It goes well with Chinese food Other None of these reasons 2% 1% 17% 31% 30% 30% 28% 24% 22% 42% 40% 39% 39% 35% 35% 50% 1 out of 2 Chinese wine consumers drink grapebased wine due to its perceived health benefits Source: Wine Intelligence, Vinitrac Australia, April 2015, n=1,000 Australian regular wine drinkers 5
Which wine label background colour do US consumers find the most attractive? a. Green b. Black c. Red Answer from Vinitrac USA 2015 Attractiveness of label colour % who quoted the following label colours as attractive or very attractive Base=all US premium wine drinkers 73% 68% 68% 62% 60% 57% 50% Source: Wine Intelligence, Vinitrac USA, April 2015, n=902 US premium wine drinkers 6
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