Generation w-y-ne Consumer insights & Chenin blanc wine style preferences Inneke Bester MSc Wine Biotechnology Institute for Wine Biotechnology STELLENBOSCH UNIVERSITY Chenin blanc Conference, Stellenbosch, 14 November 2011
S.A. Chenin blanc wines S.A. wine industry = improving CB image Historically: Workhorse image & low quality wine Neutral grape sensory profile Complex wine sensory profile Wine style variety & quality improved Chenin Blanc Style But Consumers = confused! Fresh & Fruity (FF) Vinification & Maturation Description (Residual sugar content) < 9g/L Rich & Ripe unwooded (RRu) < 9g/L Rich & Ripe wooded (RRw) < 9g/L Rich & Ripe slightly sweet 9 30 g/l Sweet >30 g/l Sparkling Tank fermented or Cap Classique
The state-of-confusion Questions asked 1. Which wine styles = are confusing consumers? 2. CB wine style knowledge influence on wine preferences? 3. Drivers of liking? 4. Use wine styles as marketing tools? 5. What influences Gen. Y wine purchases & consumption?
Generation Y under the microscope Born 1977-2000 (21-32 yrs old) new opportunities (Wolf, Carpenter & Qenani-Petrela, 2005) Largest generation (1/4 of S.A. pop) (Hammond, 2010) Eager to experiment (Hammond, 2010) Socially interactive (WOM) (Hammond, 2010) Wine knowledge < Gen. X wine knowledge (1965-1976) (Barber et al., 2008) Sample group: Gen Y = growing market 21-32 yrs old, W.C., regular white wine consumers 150 Gen. Y consumers Preference & exploratory research
Q1: Which CB wine styles are confusing consumers?
Can consumers identify 3 dry CB wine styles? UNINSTRUCTED SORTING INSTRUCTED SORTING PC2(13.9%) 0.3-0.1-0.2-0.3-0.4 W 3 (RRunw) W 9 (RRw) W 4 (FF) W 8 (RRw) Group 2 Group 3 W 6 (FF) W 11 (RRw)? W 5 (FF) W 1 (RRunw) W 7 (FF) W 10 (RRw) 0.2 0.1 0.0 Group 1 W 2 (RRunw)? PC2(17.4%) 0.4 0.3 0.2 0.1 0.0-0.1-0.2-0.3 W4 (FF) W2 (RRunw) Group 1 W1 (RRunw) W5 (FF) W6 (FF) W3 (RRunw) Group 2? W7 (FF)? Group 3 W8 (RRw) W10 (RRw) W9 (RRw) W11 (RRw) -0.5-0.3-0.2-0.1 0.0 0.1 0.2 0.3 0.4 Unwooded PC1(26.7%) Wooded -0.4-0.3-0.2-0.1 0.0 0.1 0.2 0.3 0.4 0.5 Unwooded PC1(37.5%) Wooded
Q2: How does CB wine style knowledge influence Gen. Y s wine preferences?
How does knowledge of CB wine style CONCEPTS influence wine preferences? 7.2 7.0 6.8 6.6 Informed wine style tasting a a a Preference score 6.4 6.2 6.0 5.8 5.6 Blind wine tasting b b b b b b b b b b b 5.4 5.2 5.0 4.8 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 RRunw FF RRw Wines
Q3: Are there any specific wine style drivers of liking for Gen. Y?
Different preferences for more complex RR-wooded wine style? 8.0 General wine preference; LS Means 7.5 a R&R wooded representative 7.0 6.5 6.0 5.5 b a 5.0 4.5 4.0 white red white AND red General wine preference
Q4: What influences Gen. Y consumers wine purchases & consumption?
For which occasions do Gen. Y consumers purchase wine? 2D Plot of Row and Column Coordinates; Dimension: 1 x 2 Input Table (Rows x Columns): 5 x 3 0.15 Standardization: Row and colum n profiles To enjoy on my own 0.10 0.05 0.00-0.05 M oderate knowledge For a birthday For a special occasion Total Novice For a bring-en-braai with dinner Above average -0.10-0.4-0.3-0.2-0.1 0.0 0.1 0.2
Which information sources do Gen. Y. use during wine purchase decisions? 2D Plot of Row and Column Coordinates; Dimension: 1 x 2 Input Table (Rows x Columns): 6 x 3 0.3 Standardization: Row and column profiles 0.2 Assistance from salesperson 0.1 0.0 Expert critics opinions M oderate knowledge Family/friends Wine bottle labels and shelf cues Above average Previous consumption experience -0.1-0.2 Total Novice Advertising -0.3-0.8-0.7-0.6-0.5-0.4-0.3-0.2-0.1 0.0 0.1 0.2 0.3 0.4
Gen. Y consumers with a wine knowledge level Wine consumption frequency Aroma Rate some wine aspects characteristics as importance during their purchase decisions Blend identity IMPORTANCE Vintage Origin Brand name
Gen. Y consumers with a wine knowledge level = easily identify back-label attributes in wine Wine is NB part of my lifestyle = It is NB to know & evaluate wine quality
How do terms bush vine & old bush vine influence consumer liking CB BV BV OBV OBV CB Influence of specific cues on liking no significant difference
How do terms bush vine & old bush vine influence liking OVERALL: Consumer liking with inclusion of bush vine & old bush vine cue BUT Persons associated with wine industry = know & comprehend implications of cues on wine quality Perception & expectation created by a cue = shaped by past experiences & exposure
Connecting consumers with Chenin via EDUCATION 1. Wine style concepts = create FF vs. RR wooded wine style images/personalities: consumers trust & they associate with these images Label design, colour scheme, back-label description, suggested food-wine pairings = must resonate with a FF / RR wooded images Consumers build relationships with Chenin blanc consumer loyalty & positive WOM 2. Use body & fruit flavour scales to differentiate between FF wines: Easily adapted according to each new vintage s sensory profile Promote wine education in a simplistic & enjoyable manner
Future research? Investigate combined influence of packaging + sensorial profile on consumers: FF + RR wooded Chenin blanc wine styles Can consumers associate with these wine style images? Incorporate other white wine cultivars? Is CB is the future king of SA white wines? FF Chenin blanc vs. Sauvignon blanc? RR wooded Chenin blanc vs. wooded Chardonnay? Gen. Y wine style preferences in other geographical regions Gauteng vs. Western Cape / Europe vs. South African Gen. Y consumers
The take-home message? Knowledge is Power Novice, young wine consumers must receive engaging, nonthreatening & insightful information tools that will improve their own wine knowledge Ultimately wine consumers will be more motivated to try new and different wine styles
Acknowledgements Chenin Blanc Association Ina Smith (Manager, Chenin Blanc Association) Ross Sleet (Previous Sales & Marketing manager, Kleine Zalze wines) Wine Industry: Dornier, Mooiplaas, Le Pommier, Raats Family Wines, Kleine Zalze, Leopard s Leap, Kanu, Simonsig, Perdeberg, Jordan & Graham Beck wineries Funding: NRF & Wine-Tech Dr. H. Nieuwoudt (Supervisor) Institute for Wine Biotechnology, University of Stellenbosch M. Muller (Supervisor) Dept of Food Science, University of Stellenbosch Prof. T. Næs Department for Biospectroscopy and Data Modelling, Nofima, Norway Prof. M. Kidd Centre for Statistical Consultation, Dept of Statistics and Actuarial Science Prof. N. Terblanche Marketing Lecturer, Dept of Business Management
Thank you