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
Survey Objectives and Methodology ü Survey of 1,463 members of the Wine Opinions consumer panel ü Establish baselines of current awareness, usage, and percep@ons of Italian wines and wines of principal compe@ng regions ü Relevance of print, online, and social media as sources of wine informa@on, discussion, and purchase influence ü The compe@@ve landscape of imported wines on the U.S. market, including preferences by region in price/occasion situa@ons ü Familiarity with leading Italian wine regions and wines ü Likes and dislikes qualita@ve comments February 2016 2
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 2016 3
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 2017 4
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% 60+ - 89% Less often* 2% *Includes monthly and once every 2-3 months lower frequencies were disqualified. 2016 2017 Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February 2016 5
Frequency of Purchase by Price Point PRICE SEGMENT WEEKLY MONTHLY SEVERAL TIMES/ YEAR LESS OFTEN NEVER Under $12 34% 27% 14% 16% 9% $12 - $14.99 25% 38% 20% 14% 3% $15 - $19.99 16% 37% 29% 14% 4% $20 - $29.99 8% 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 $12+. 2016 2017 Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February 2016 6
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 2016 7
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 2016 8
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 2016 9
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 2016 10
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 2016 11
When you think of Italian wines, what word or words come to mind immediately? 2016 2017 Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February 2016 12
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 2016 13
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% 2016 2017 Wine Wine Opinions. Opinions. All Rights All Reserved. Rights Reserved. February 2016 14
Further Informa7on: www.extraordinaryitalianwine.us P.O. BOX 157 KENWOOD, CALIFORNIA 95452 (707) 815-9463 INFO@WINEOPINIONS.COM WWW.WINEOPINIONS.COM