Survey for the International Foundation A Study of Wine Consumer Awareness, Attitudes, and Preferences July 27, 2008 PO Box 536 St. Helena, CA 94574 (707) 967-9299 info@wineopinions.com WineOpinions.com
Table of Contents Introduction 3 Objectives and Methodology 4 Survey Respondent Profile 6 Consumer Perception of Sweetness 11 and Competing White Wines 21 Occasion Appropriateness 28 and Food Affinities 36 Consumer Perceptions of and Attitudes toward 41 Conclusions 44 Survey Questionnaire 50 2
Introduction Wine Opinions is an Internet-based research company focusing on the attitudes, behaviors, and taste preferences of high-frequency, high-end wine consumers and the U.S. wine trade. The International Foundation retained the services of Wine Opinions to conduct a consumer inquiry into awareness, attitudes, and tastes regarding wines, and their perceived appropriateness versus other varietal wines on a variety of wine consuming occasions. The International Foundation s interest in the perceptions of among American wine drinkers and the potential for capturing an increased portion of the market is well timed as consumption in this country continues to rise. According to the most recent Wine Market Council data, 1 33% of wine drinkers, both core and marginal wine drinkers, currently drink. This is up from 26% in 2006. Most importantly, is making inroads among Millennial age wine drinkers. Some 39% of this consumer segment currently drink. This report summarizes the findings of a survey of the membership of the Wine Opinions consumer panel. Among this group, consumption is higher than among respondents of the Wine Market Council study, as it is comprised of the most frequent wine drinkers and is a consumer pool highly involved in the wine category. Examining this group of sophisticated wine drinkers makes possible a detailed study of perceptions and drinking behavior an analysis that will aid successful market penetration in the U.S. 1 Wine Market Council Consumer Tracking Study, 2008 3
Objectives and Methodology The primary objective of the survey was to gain a number of insights into wine consumer awareness of and attitudes toward wines. Another key objective was to determine consumer perceptions of dryness and sweetness in wines and where wines are seen to fit along this spectrum. Secondary objectives included usage and attitudes toward in comparison with competing white wine varietals and perceived appropriateness for wines by occasion and food pairings. The specific areas of inquiry were as follows: Respondent usage trends regarding and competing white varietal wines. Respondent understanding and usage of terminology relating to sweetness in wine. Perceptions of degree of sweetness of and competing wine varietals. Occasion appropriateness of wines. Food affinities for wines. Measurement of specific consumer attitudes toward wines. Survey respondents were drawn from the Wine Opinions consumer panel. There were 862 who began the survey and 803 who completed the survey. 4
All Opinions panelists were sent an email invitation to the survey, with a link to the online survey embedded in the invitation (a copy of the survey questionnaire may be found at end of this report). Completion of the survey entered the panelists into a lottery for a number of cash rewards. The total number of responses to any given question in the consumer survey range from as low as 307 (for the question administered only to those who rarely or never drink ) up to 862. Where statistically significant results are reported, these have been calculated at a confidence level of at least 90%. For the entire sample, the confidence intervals range approximately from ± 2% to ± 4%. For questions with a lower response rate, the confidence interval variance is correspondingly greater. In some instances in the consumer survey, cross tabulation of specific variables such as age, gender, or consumption frequency provided sub-segment analysis and insight on key survey issues. The following segmentation was also used in the analysis: High-end wine buyers defined as those who purchase wines costing $20 or more on a monthly or more often basis. High-frequency wine drinkers defined as those who drink wine either daily or several times a week. Results are frequently expressed in terms of top two boxes. This refers to the percent of respondents who agreed with the first two points of any rating system, for example Frequently and Occasionally on a frequency occurrence scale, or Very likely and Somewhat likely on an intent-to-purchase scale. 5
Consumer Survey Respondent Profile Of all Wine Opinions panel consumer respondents, 83% were highfrequency wine drinkers (those who drink wine on average several times a week or daily) and 17% were less frequent wine drinkers. The gender ratio of the respondents was 56% female and 44% male, which skews slightly female compared with the national gender ratio of wine consumers at these consumption frequency levels. Respondent age segmentation generally mirrored that of wine consumers as detailed in Wine Market Council studies, but with two significant variances. While consumers ages 21-29 comprise 16% of the wine drinking population of the U.S., they comprised just 7% of survey respondents. This is in part a reflection of the fact that the Wine Opinions panel skews toward high-frequency wine drinkers. For this same reason, there was a higher percentage of respondents aged 40-49 (27%) compared to the wine consumer population as a whole, where 20% are in that age bracket. Similarly, some 30% of survey respondents were in the 50-59 age group, while they represent only 19% of total U.S. wine consumers. The geographical distribution of Wine Opinions consumer panel respondents is generally aligned to the residency by state of highfrequency core wine consumers. The greatest number of responses (17.7%) came from California, followed by Texas (6.5%), Florida (6.4%), New York (6.0%), and Illinois (5.0%). Distribution of respondents from the other states followed the normal geographical patterns for residency of high-frequency, high-end wine consumers. There were respondents from every state of the U.S., except Wyoming. In terms of frequency of wine consumption, 32% of respondents are daily wine drinkers. This group skews somewhat male. Next in consumption frequency are 51% of respondents who drink wine several times a week. 6
Together, these comprise the high-frequency segment of wine consumers. Some 10% of survey respondents drink wine on average once a week, 4% drink wine on average 2-3 times per month, and the remaining 3% drink wine on average once a month or less often. In terms of frequency of purchase by price point, 62% of survey respondents report purchasing wines costing under $10 on a monthly basis or more often. Some 70% report the purchase of wines costing between $10 and $15 on a monthly-or-more-often basis, while 52% report the purchase of wines costing between $15 and $20 on a monthlyor-more-often basis. Some 31% of survey respondents reported purchasing wines costing over $20 on a monthly-or-more-often basis. Fully 30% of Wine Opinions consumer panel respondents say they purchase wines costing under $10 on a weekly basis, while 25% report purchasing wines costing between $10 and $15 on a weekly basis. Some 13% say they purchase wines costing between $15 and $20 on a weekly basis, and 5% state purchase of wines costing over $20 on a weekly basis. It is interesting to note that only 7% of survey respondent consumers report never purchasing wine costing under $10, and only 2% report never purchasing wines in the $10 to $15 range. Only 3% report never purchasing wines costing between $15 and $20, while 12% report never purchasing wines costing over $20. The purchase of wines over $20 skews somewhat toward males, with 38% of them making weekly or once-a-month purchases of wines in this price segment compared to 26% of females. There is a very slight female skew in the frequency of purchase of wines costing under $10. 7
Survey Respondent Age Segmentation Percentage by age 30 27 19 17 7 21-29 30-39 40-49 50-59 60 Plus Survey Respondent Gender Composition Percentage by gender 44% Male Female 56% 8
Survey Respondent Age Segmentation Age segments percentage in each segment by gender 34 32 27 27 15 22 20 Male Female 9 10 4 21-29 30-39 40-49 50-59 60 Plus Respondent Consumption Frequencies Consumption frequency percentages by segment 51 32 10 4 3 Daily Wkly+ Once Wk 2-3X Mo Once Mo 9
Respondent Consumption Frequencies by Gender Consumption frequency percentages by segment and gender 51 51 37 29 Male Female 13 6 4 5 2 2 Daily Wkly+ Once Wk 2-3X Mo Once Mo Respondent Purchase by Price Point Percentage purchase by frequency and price segment (750ml) Under $10 $10 - $15 $15 - $20 Over $20 45 39 38 30 32 33 25 26 24 22 19 13 5 9 4 12 7 2 3 12 Weekly Monthly Several x Yr About Once Yr Never 10
Consumer Perception of Sweetness A sweetness/dryness scale was used to evaluate consumer perceptions of a variety of sweet- and dry-related terminology. Respondents were asked to rate a series of terms on a seven-point scale that ranged from very sweet ( 1 ) to very dry ( 7 ). Terms tested included: Dry Off-dry Medium dry Semi-sweet Sweet Dessert Late harvest Crisp Fruity Participating consumers were also given the opportunity to register their confusion or lack of knowledge of a term by choosing Unsure/Don t know. The terms dry, sweet, and dessert were all well understood with little misinterpretation or variability. Dry received a mean rating of 6.0 on the seven-point sweetness-dryness scale, with the majority of respondents rating it 6 or 7, sweet was rated 2.0 on average, with the majority rating it 1 or 2, and dessert received a mean rating of 1.6, with the majority of respondents rating it 1. Off-dry was rated statistically identical to medium-dry (mean ratings of 4.6 and 4.7 respectively). However, medium dry is more meaningful to consumers than off-dry when taking into consideration its low unsure percentage (8%) compared to the higher unsure rating of off-dry (25%). Illuminating is the fact that off-dry does not have meaning for a 11
significant enough number of respondents, making it questionable as a useful wine designation. This is especially the case considering the general level of sophistication of the Wine Opinion panelists who make up the respondent pool. Higher unsure rates for off-dry were found among women (29%), low-frequency wine drinkers (35%), and non-highend wine buyers (29%). There is a significant perception gap between semi-sweet (mean rating of 3.2) and medium-dry (4.7) with two-thirds of respondents rating semi-sweet on the sweet side of the scale (67% rated it a 2 or 3 ), and two-thirds rating medium-dry on the dry side of the scale (63% rated it 5 or 6 ). This suggests that perhaps another term describing a quality between the two might be helpful. The ratings for the other terms tested crisp and fruity were less exact than others, but rated by respondents in appropriate ranges. Crisp is the term rated most closely to dry, with a mean rating of 5.1. The rating of fruity reveals consumer perceptions of this term as an indicator of slight sweetness with its mean rating of 3.6. These terms were interpreted as drier among males (who rated crisp 5.3 and fruity 3.8 and older respondents (those 60 and older rated crisp 5.5 and fruity 4.0). Fruity is thought of as significantly sweeter among lowfrequency wine drinkers (3.1). Respondents were hesitant to define the term late harvest. As with offdry, one-quarter of the respondent pool (24%) chose Unsure/Don t know rather than rating late harvest on the sweetness/dryness scale. Those who did rate it put it on the sweet end of the scale, yielding a mean rating of 2.4. Again, higher unsure rates for this term were apparent among low-frequency wine drinkers (41%) and non-high-end wine buyers (30%). As late harvest is not intended as a designation of degree of sweetness, the unsure percentage is not relevant in this case, but does point to the necessity for marketers to put terms in context when used on a label or as a wine description. 12
Overall, a recommended sweetness-dryness scale resulting from this analysis might be: Dry Medium dry Semi-sweet Sweet Dessert This choice is based on: (a) a statistically significant relative ranking on the sweetness scale by the respondents; (b) low proportions of respondents choosing unsure or don t know when ranking these terms; (c) with one exception, the terms do not have alternative definitions in current use by winemakers, wine trade or press. The one exception to alternative definitions is Dessert. In common usage by both producers, press and consumers, this refers to very sweet wines that are generally served after the meal or with dessert, for example Sauternes or Ice Wine. However, there is also a legal/technical definition of dessert wine by the TTB meaning a wine over 14% alcohol, generally fortified. Whether this causes labeling issues with the TTB is outside the scope of this study. There does not appear to be consumer confusion with the TTB definition in the context of this study. To get a sense of how consumers apply the concept of sweetness and dryness to specific wines, respondents were asked to rate six varietals on a five-point (rather than 7-point) sweetness/dryness scale, in this instance 1 being very sweet and 5 being very dry. In addition, respondents could choose Multiple to indicate that a varietal is produced in a range of styles, or Unsure/Don t know if they did not know where on the scale to put a wine. Looking at the ratings of those respondents who were able to place the varietals on this sweetness/dryness scale (that is, did not chose Unsure/Don t know ), both the drier wines and sweeter wines are found to be tightly bunched on the scale with a significant perception gap between the two groupings. Chardonnay and Sauvignon Blanc were considered the driest wines with mean ratings of 3.6. Pinot Gris/Grigio was also considered a dry wine (3.4). With a fair amount of confidence, White Zinfandel was perceived as the sweetest of the group with a mean 13
rating of 2.0. was rated closest to White Zinfandel mean rating of 2.2 which raises a concern and points to the need for better positioning to consumers. Gewurztraminer was believed to be slightly less sweet than with an average rating of 2.4. The bandwidth of is considerable, but it is still aligned closely with that of White Zinfandel. Three-quarters of the respondents gave White Zinfandel the most extreme sweet ratings (74% rated it 1 or 2 ), compared to two-thirds who gave and Gewurztraminer these ratings (66% and 61% respectively). The ratings for the drier group of varietals Chardonnay, Sauvignon Blanc, and Pinot Gris/Grigio were very tightly grouped. Over half of the respondents assigned Chardonnay and Sauvignon Blanc the most extreme dry ratings (59% and 56% respectively rated them 4 or 5 ), while 44% rated Pinot Gris/Grigio 4 or 5. is the varietal with the highest percent of respondents who designate it as being made in multiple styles (28%), followed by Chardonnay (13%) and Gewurztraminer (14%). In addition, 17% of respondents were Unsure about the level of Gewurztraminer s sweetness or dryness level. The characteristics of this wine are largely unknown to the respondent group. Overall, nearly half of the respondents think of as sweet (45%), but slightly more than one in four believe it to be made in multiple styles from sweet to dry (28%). Nearly all respondents stated an opinion, with midscale ratings (14%) polling twice as high as dry (7%). Perception of s sweetness or dryness does not correlate with frequency of consumption roughly the same proportion of consumers who believe is sweeter drink the wine as those who think of it as dryer or having multiple levels. But, there is a very high correlation between being unsure or unaware of s sweetness or dryness level and never drinking. Three-quarters of those who responded Unsure/Don t know do not drink (74%). 14
Respondents under 40 years of age tended to rate some of the white wines significantly sweeter than older respondents. Interestingly, this gap is apparent for (2.0 for under 40 vs. 2.2 for total respondents), as well as Pinot Gris/Grigio (3.1 vs. 3.4) which is typically considered nearly as dry as Sauvignon Blanc. Alternatively, male respondents perceived Pinot Gris/Grigio,, as well as Gewurztraminer as drier than other respondents (2.4 for vs. 2.1, 3.5 for Pinot Grigio vs. 3.2, and 2.5 for Gewurztraminer vs. 2.2). As would be expected, high-frequency and high-end respondents are much savvier about the diversity of styles, notwithstanding the fact that there is no significant difference in how these segments rated on the sweetness-dryness scale. One-third of high-frequency wine drinkers (31%) and high-end wine buyers (37%) acknowledge that is produced in multiple styles, compared to only 12% of lowfrequency wine drinkers and 24% of non-high-end wine buyers. 15
Sweetness Dryness Terminology Ranking Mean rating on scale where 1 = very sweet and 7 = very dry (Base = Unsure/Don t know eliminated) Term Mean rating Dry Crisp Medium dry Off-dry Fruity Semi-sweet Late harvest Sweet Dessert 6.0 5.1 4.7 4.6 3.6 3.2 2.4 2.0 1.6 Sweetness Dryness Terminology Percent choosing Unsure/Don t know by term Dry Off-dry Medium dry Semi-sweet Sweet Dessert Late harvest Crisp Fruity Term Percent Unsure/Don t know 5% 25% 8% 8% 6% 6% 24% 9% 8% 16
Varietal Sweetness - Dryness Ranking (Mean Ratings) Mean rating on scale where 1 = very sweet and 5 = very dry (Base = Unsure/Don t know and multiple eliminated) Chardonnay Sauvignon Blanc Pinot Gris/Grigio Gewurztraminer White Zinfandel Varietal Mean rating 3.6 3.6 3.4 2.4 2.2 2.0 Varietal Sweetness - Dryness Ranking (Percentage Ratings) Mean rating on scale where 1 = very sweet and 5 = very dry (Base = Unsure/Don t know and multiple eliminated) Varietal Chardonnay Very Sweet (1) 1% (2) 7% (3) 33% (4) 47% Very Dry (5) 12% 23% 43% 23% 9% 2% Sauvignon Blanc 1% 15% 28% 37% 19% Pinot Gris/Grigio 3% 13% 39% 34% 10% Gewurztraminer 17% 44% 25% 10% 3% White Zinfandel 33% 41% 21% 3% 1% 17
Varietal Sweetness - Dryness Ranking: Unsure/Don t know and Multiple Responses Percent by varietal and response Varietal Chardonnay Sauvignon Blanc Pinot Gris/Grigio Gewurztraminer White Zinfandel Multiple 13% 28% 6% 6% 14% 5% Unsure/Don t know 4% 5% 6% 6% 17% 8% Sweetness/Dryness Perceptions of Percentage by perception category 28% 5% 45% Sweet Midscale Dry Multiple 7% 14% Unsure 18
Consumption Frequency by Perception of Degree of Sweetness Percentage by perception of degree of sweetness and frequency of consumption Sweetness Perception Drink weekly plus Drink few times month Drink monthly Drink less often Never drink is sweet 8% 12% 16% 42% 20% is midscale 7% 23% 25% 36% 9% is dry 5% 28% 13% 26% 28% is multiple 8% 25% 21% 41% 6% Unsure/Don t know 2% 2% 7% 14% 74% Varietal Sweetness - Dryness Ranking (Mean Ratings by Age Group) Mean rating on scale where 1 = very sweet and 5 = very dry (Base = Unsure/Don t know and multiple eliminated) Varietal Chardonnay Sauvignon Blanc Pinot Gris/Grigio Gewurztraminer White Zinfandel Mean rating under 40 3.5 3.3 3.1 2.4 2.0 1.9 Mean rating total 3.6 3.6 3.4 2.4 2.2 2.0 19
Varietal Sweetness - Dryness Ranking (Mean Ratings by Gender) Mean rating on scale where 1 = very sweet and 5 = very dry (Base = Unsure/Don t know and multiple eliminated) Varietal Chardonnay Sauvignon Blanc Pinot Gris/Grigio Gewurztraminer White Zinfandel Males 3.7 3.6 3.5 2.5 2.4 2.0 Females 3.6 3.5 3.2 2.2 2.1 2.0 Sweetness - Dryness Ranking by Segment Percentage by response High vs. Low Frequency and High End vs. Others Very Sweet (1) (2) (3) (4) Very Dry (5) Multiple Unsure High Frequency 15% 29% 14% 6% 1% 31% 4% Low Frequency 16% 31% 19% 9% 1% 12% 12% High End 13% 25% 16% 6% 1% 37% 2% Not High End 17% 31% 14% 6% 1% 24% 7% 20
and Competing White Wines Among high-frequency, high-end wine drinkers, consumption frequency is low when compared to other white wine varietals. Chardonnay has the highest consumption frequency among respondents with nearly one-quarter drinking it weekly (22%), followed by Sauvignon Blanc, which is consumed by 19% of respondents on a weekly basis. Some 12% drink Pinot Gris/Grigio weekly and 8% drink weekly. Only 6% drink White Zinfandel weekly, and only 3% drink Gewurztraminer on a weekly basis. The varietals consumed least frequently by consumers received the greatest percentage of respondents who never drink those wines. Nearly two-thirds do not drink White Zinfandel (61%), and nearly onethird do not drink Gewurztraminer (30%). It is not surprising to find among Wine Opinions panel members few regular White Zinfandel drinkers. More high-frequency than low-frequency wine drinkers drink, but this is typical for most varieties. One-quarter of low-frequency wine drinkers never drink (25%) compared to 17% of high-frequency wine drinkers. High-end wine buyers on the other hand, drink more regularly (32% drink it on a monthly-or-more-often basis compared to 22% non-high-end wine buyers). Although at low levels, weekly consumption certainly skews toward the younger age groups. Some 12% of those in their 20s and 30s drink weekly, as do 8% of those in their 40s. Compare this to the fact that none of the respondents 50 or older drink several times a week, and only 5% drink it once a week. Chardonnay is a significantly less frequent choice for consumers under the age of 40. Only 7% of this age group consume Chardonnay several times a week compared to 14% of those in their 40s, 13% of those in their 50s and 18% of those 60 and 21
older (the most loyal Chardonnay drinkers). This may in part explain younger wine drinkers openness to other white varietal wines. There is a correlation between consumption and that of Sauvignon Blanc, Pinot Gris/Grigio, and Gewurztraminer. As consumption frequency increases, so does that of these other varietals. This may be an example of respondents who enjoy drinking a variety of white wine varietals including. On the other hand, there is an interesting overlap between and White Zinfandel consumption. As noted earlier, there are few serious White Zinfandel drinkers within the Wine Opinions panel. That said, there is clearly a group of sweet-tooth consumers who view and White Zinfandel as suitable substitutes. One-third of weekly drinkers drink White Zinfandel a few times a month or more often (32%) a far higher percent than for highfrequency, high-end wine consumers as a whole. This percentage drops precipitously as consumption decreases. The percentage of respondents who never drink White Zinfandel also increases as consumption frequency decreases from 42% of weekly drinkers to 79% of non- drinkers. Respondents were asked if any of the white or blush wines considered are wines they enjoyed in the past, but no longer drink. By far, White Zinfandel fits this description among the most respondents 62%. Again, this is not surprising given the Wine Opinions panel profile. Approximately one in five respondents used to enjoy Chardonnay (20%), (20%), and Sauvignon Blanc (23%), but no longer drink them. These figures most likely represent the normal turnover of consumer taste preferences. No matter the entry-level wine chosen by these wine drinkers, many have moved on to either other white wines (such as Sauvignon Blanc or Pinot Gris/Grigio), or have switched to red wine. For respondents who are aware of the multiple styles of, the rate of forsaking it is lowest. Only 6% of this group no longer drink, compared to 20% of those who think it is sweet, 13% who definite it as midscale on the sweetness/dryness scale, and 16% of those who think of as dry. This suggests that as consumer sophistication increases, 22
there is something of a return to or openness to trying it. On the other hand, the correlation of White Zinfandel consumption and consumption suggests that another consumer segment has stayed with sweeter wines. Although the perception of sweetness does not correlate with consumption frequency, it is still an obstacle. When respondents who rarely or never drink were asked why, the number one answer was that is too sweet (36%). It is also notable that substantial numbers of those who believe is very sweet rarely or never drink. This may be a barrier to initiating trial or re-trial. Other top reasons are unfamiliarity with (12%) or that the respondent simply does not drink white wine (15%). Those unfamiliar, at 12%, are a significant population that if reached and motivated could affect overall sales in the U.S., given the small base of drinkers that currently exists. Few respondents (3%) cited the inability to tell a wine s sweetness level as a reason for not drinking. Interestingly, the majority of respondents said that a friend or relative has recommended or served to them (65%). Despite these experiences with, trial remains low. Encouraging is that the under 40 set are hearing more of the buzz. A full 79% of this age group said a friend or relative served or recommended to them compared to 63% of those in their 40s, 61% of those in their 50s, and 55% of those 60 and older. This may be due to the increased tendency for those in this age group to spend time on social networking, and suggests that social interactive marketing and Internet initiatives may be fruitful for marketers of. Also notable is that being a highfrequency wine drinker or a high-end wine buyer does not appear to expose a consumer to more recommendations by family or friends. 23
Varietal Wine Consumption Frequencies Percent by varietal and consumption frequency Varietal Chardonnay Several times a week 13% Once a week 9% Few times a month 26% Once a month 15% Less often 27% Never 10% 2% 6% 18% 18% 38% 18% Sauvignon Blanc 7% 12% 25% 17% 28% 11% Pinot Gris/Grigio 4% 8% 24% 19% 33% 12% Gewurztraminer 1% 2% 13% 11% 43% 30% White Zinfandel 2% 4% 6% 6% 22% 61% Consumption Frequency by Segment Percentage by response High vs. Low Frequency and High End vs. Others Several times a week Once a week Few times month Once a month Less often Never High Frequency 2% 7% 19% 18% 38% 17% Low Frequency 0% 2% 12% 21% 39% 25% High End 2% 9% 21% 18% 33% 17% Not High End 1% 5% 16% 18% 41% 18% 24
Age Group Varietal Wine Consumption Frequencies - Percent by age and consumption frequency Age 21 39 Several times a week 3% Once a week 9% Few times a month 21% Once a month 18% Less often 34% Never 15% 40 49 3% 5% 20% 17% 37% 18% 50 59 0% 5% 13% 22% 39% 20% 60 - Plus 0% 5% 18% 14% 45% 18% Age Group Varietal Wine Consumption Frequencies - Chardonnay Percent by age and consumption frequency Age 21 39 Several times a week 7% Once a week 12% Few times a month 27% Once a month 18% Less often 27% Never 9% 40 49 14% 6% 24% 17% 28% 11% 50 59 13% 9% 24% 14% 29% 11% 60 - Plus 18% 10% 31% 10% 23% 8% 25
White Zinfandel Consumption Frequency by Consumption Frequency Percentage by frequency of White Zinfandel consumption and frequency of consumption consumption frequency White Zin several x week White Zin once week White Zin few times month White Zin once month White Zin less often White Zin never Weekly 11% 10% 11% 5% 21% 42% Several times month 1% 5% 11% 7% 25% 51% Monthly 3% 1% 5% 10% 22% 59% Less often 0% 3% 4% 4% 25% 65% Never 1% 2% 4% 3% 11% 79% Varietal Wines No Longer Consumed Percentage by varietal of wines enjoyed in the past but no longer drink Chardonnay Sauvignon Blanc Pinot Gris/Grigio Gewurztraminer White Zinfandel Varietal Percent 20% 23% 12% 14% 20% 62% 26
Top Reasons Rarely or Never Drink Percent by statement category (open-ended responses) Statement Category Too sweet Don t drink white wines Unfamiliar with Don t like the taste Prefer other white wines Food matching issues Can t tell the sweetness level Only drink dry Variable quality Percent 36% 15% 12% 9% 7% 5% 3% 3% 3% Recommendations from Friends or Relatives by Age Group Percentage have received recommendations, by age group 21-39 79 40-49 50-59 61 63 60 - Plus 55 27
Occasion Appropriateness Of the white and blush wines considered in this study, most are (by large proportions of respondents) thought to be appropriate to drink throughout the year. For more than half of the respondents, this is true for Chardonnay (61%) and Sauvignon Blanc (51%). and Pinot Gris/Grigio are deemed appropriate year-round by 45% and 41% of respondents respectively. However, there is an additional modest summer seasonality boost for (22% associate or prefer to drink it in summer), Sauvignon Blanc (25%), and Pinot Gris/Grigio (32%). To determine what occasions consumers consider drinking, respondents were asked if they would be most likely to choose, Chardonnay, or Another/Neither wine for various occasions. was the top choice for an aperitif at a dinner party (40%) and to take on a picnic (42%). Respondents felt Chardonnay is more appropriate to have as a casual glass of wine at home (46%), to give as a gift to a wine-loving friend (45%), and to order at a casual (42%) or expensive (37%) restaurant. It should be noted that those who would not choose Chardonnay or for these occasions ranged from 26% to 30%. The very large gap between the number of respondents who would choose compared to Chardonnay as a gift to a wine-loving friend is quite telling for this consumer group, permission has not yet been given to consider a safe choice to give to knowledgeable friends. Only 20% of respondents would order at an expensive restaurant, with more respondents indicating they would choose Chardonnay (37%) or another wine (42%) over. This low percentage citing as a choice for this occasion reinforces the somewhat pedestrian status accorded by respondents. 28
For a casual glass of wine and as a gift for a wine-loving friend, Chardonnay beats out across all age groups and genders. But as an aperitif, mounts a stronger challenge among older age segments than among younger segments. Nearly half of those in their 50s (49%) and 55% of those 60 and older would choose Chardonnay compared to 42% of 21-39 year olds and 40% of 40-49 year olds. wins out over Chardonnay as an aperitif among 21-39 and 40-49 year olds (49% and 46% respectively). The expensive restaurant scenario is not a more viable occasion for among high-frequency wine drinkers or high-end wine buyers. However, a substantial minority of those in their 20s and 30s would consider at an expensive restaurant (27%). At more casual restaurants, is a bit more popular, indicating that it may be perceived as a casual quaffing wine. There is an equal chance that those in their 20s and 30s would choose Chardonnay (37%) or (37%) in this venue. Those 40 and over would again choose Chardonnay over either or another white wine. Not surprisingly, more frequent drinkers are the group of drinkers to be most apt to choose over Chardonnay for a casual glass of wine at home, an aperitif at a dinner party, at a casual restaurant, and to take on a picnic. They are also more comfortable giving as a gift to a wine-loving friend (57% of weekly drinkers) and ordering it at an expensive restaurant (52%). is most associated with picnic fare with respondents under 60 choosing it over Chardonnay (49% of 21-39 year olds, 42% of 40-49 year olds, and 41% of 50-59 year olds). Those 60 and older are split between choosing Chardonnay (35%), (33%), and Neither/Another white wine (32%) for this occasion. It could be assumed that the picnic occasion is more symbolic than literal, as it implies a casual situation and shows moderately well in other casual situations (as noted above). 29
Ignorance of the sweetness/dryness level of strongly reduces the chances a consumer will drink it as a casual glass of wine at home (10%), have it as an aperitif at a dinner party (13%), give it as a gift to a wineloving friend (5%) or take it on a picnic (5%). Conversely, knowledge of s multiple sweetness-dryness levels increases the chance a consumer will order it as an aperitif (55%) or take it on a picnic (57%). When dining out and drinking white wine, only 7% of respondents said that a sommelier or another staff member has recommended. On a more positive note, one-third said that is occasionally suggested in a restaurant (34%). Chardonnay is the varietal most frequently recommended on-premise (46% said it is frequently suggested) followed by Pinot Gris/Grigio (22%) and Sauvignon Blanc (19%). Only Gewurztraminer is recommended less frequently than (1%). This lack of support in the on-premise arena is reflected in the last occasion respondents have consumed, and further exemplifies that is not considered by many to be a safe or comfortable choice. One-third of respondents last had at home (34%), 17% as a casual glass of wine and 17% with dinner. Some 13% last enjoyed it at the home of a friend. Only 12% of respondents last had in a bar or restaurant, 8% by the glass and 4% by the bottle. Although at a low level, this on-premise by-the-glass percentage may be a promotional opportunity, especially given the degree of interest that has been shown by fine dining sommeliers and other trade gatekeepers. One in five respondents have either tried at a wine tasting (20%), or have not consumed in the past year (21%). partisans, that is, respondents who drink monthly or more often, skew significantly to at-home consumption. Some 28% of weekly drinkers, 27% of several-times-a-month drinkers, and 30% of monthly drinkers last had as a casual glass at home. Nearly one-third of those who drink weekly (30%) and several times a month (31%) last drank with dinner at home. 30
This may be a function of lack of choices on-premise or a reluctance to order s in a social setting. Another group of at-home wine drinkers are respondents who are aware of the multiple styles of. This group is much more likely than other respondents to have had their last glass of at home with dinner (28%). These groups of respondents consider both as a wine to pair with food and as a wine for casual enjoyment. Finally, it should be noted that the segment of consumers most likely to have had in the last year are those aware of the multiple styles of (94%) while those ignorant of s sweetness/dryness levels are the least likely (15%). In addition, men (83%) and younger wine drinkers (87% of 21-39 year olds and 84% of those in their 40s) are more likely to have consumed in the past year compared to women (76%) and older respondents (74% of those 50-59 and 69% of those 60 or older). 31
Seasonality of Varietal Wine Consumption Percent by varietal and seasonal response Varietal Spring Summer Fall Winter Through the year Don t know or Don t drink Chardonnay 7% 16% 7% 4% 61% 15% 8% 22% 8% 4% 45% 24% Sauvignon Blanc 9% 25% 6% 2% 51% 18% Pinot Gris/Grigio 10% 32% 5% 3% 42% 19% Gewurztraminer 6% 16% 10% 5% 33% 39% White Zinfandel 4% 12% 2% 1% 18% 67% Varietal Choice by Occasion Percent by occasion and choice Occasion Chardonnay Other or Neither Casual glass of wine at home 46% 29% 26% Aperitif at a dinner party 27% 40% 32% Gift to a wine loving friend 45% 27% 28% Order at an expensive restaurant 37% 20% 30% Order at a casual restaurant 42% 28% 30% Take on a picnic 32% 42% 26% 32
Likelihood of Ordering by Occasion and Segment Percent would order by occasion and segment Occasion Casual glass of wine at home High Frequency 28% Low Frequency 35% High End 28% Not High End 29% Aperitif at a dinner party 41% 35% 45% 38% Gift to a wine-loving friend 27% 29% 25% 28% Order at an expensive restaurant 20% 21% 20% 21% Order at a casual restaurant 26% 35% 29% 27% Take on a picnic 43% 38% 43% 41% Choice by Occasion Age Groups Percent by occasion and choice Occasion 21-39 40-49 50-59 60-Plus Casual glass of wine at home 37% 32% 24% 22% Aperitif at a dinner party 49% 46% 35% 29% Gift to a wine loving friend 34% 29% 23% 21% Order at an expensive restaurant 27% 22% 18% 14% Order at a casual restaurant 37% 27% 24% 22% Take on a picnic 49% 42% 41% 33% 33
Frequency of Recommendation in On-Premise Establishments Percent by varietal and frequency Varietal Frequently Occasionally Seldom Never Chardonnay 46% 27% 11% 16% 7% 34% 35% 24% Sauvignon Blanc 19% 44% 19% 18% Pinot Gris/Grigio 22% 40% 19% 18% Gewurztraminer 1% 14% 39% 46% Most Recent Consumption Occasion Percent by occasion Occasion By the glass at a bar/restaurant By the bottle at a bar/restaurant At the home of a friend With dinner at home As a casual glass of wine at home At a wine tasting Have not had in the past year Percent 8% 4% 13% 17% 17% 20% 21% 34
Most Recent Occasion of Consumption by Segment Percent by occasion and segment Occasion By the glass at a bar/restaurant High Frequency 8% Low Frequency 7% High End 10% Not High End 8% By the bottle at a bar/restaurant 4% 3% 5% 4% At the home of a friend 13% 11% 14% 12% With dinner at home 18% 10% 23% 14% As a casual glass of wine at home 16% 17% 12% 19% At a wine tasting 20% 20% 23% 19% Not had in the past year 19% 31% 13% 24% Most Recent Occasion by Consumption Frequency Percent by occasion and consumption Occasion weekly several x month monthly less often never By the glass at a bar/restaurant 13% 12% 10% 7% 2% By the bottle at a bar/restaurant 5% 10% 5% 3% 1% At the home of a friend 15% 6% 16% 18% 5% With dinner at home 30% 31% 23% 12% 1% As a casual glass of wine at home 28% 27% 30% 10% 1% At a wine tasting 7% 13% 13% 30% 19% Not had in the past year 2% 2% 3% 20% 70% 35
and Food Affinities When it comes to pairing with food, many of the -food affinities wine professionals take for granted are not reflected in the results of a food and wine pairing exercise completed by the respondents. Respondents were asked if they would prefer to drink dry, slightly sweet, or another white wine with a variety of foods, or if they would chose none of these wines or didn t know which they would choose. Among respondents, slightly sweet is the preferred wine to drink with desserts (43%), as an aperitif (31%), with Asian foods (31%), and by a slim margin, with spicy foods (28%). Dry is not the top choice to pair with any of the foods presented, although 29% matched it with seafood and 26% prefer it over slightly sweet or other white wines with salads. The most popular pairing for seafood is Another white wine (48%), as it is for salads (38%), for pork chops (37%) and for drinking with or without food at any time (44%). Respondents were most baffled by what wine to pair with sushi/sashimi with 38% responding None/Don t know and another 30% indicating they would choose a white wine other than. The percentage of respondents who would not choose white wine or did not know what to pair with the foods was relatively high, and ranged from 11% for With/Without food at any time to 38% for sushi/sashimi as mentioned above. Unlike their older counterparts, respondents in their 20s and 30s are apt to choose either a slightly sweet or dry (47%) over another white wine to accompany seafood and sushi/sashimi (40%), spicy food (27%) and salads (33%). Dry particularly is a more likely candidate for these younger respondents. Respondents in their 20s and 30s would choose a slightly sweet to go with dessert (53%) more often than older respondents. Overall, those under 40 are the group who would 36
drink at any time, with or without food, compared to older respondents. Half would choose over another white wine or beverage choice (52%). Between dry and slightly sweet in this instance, slightly sweet was marginally more popular among 21-39 year olds than dry (29% vs. 23%). Although nearly half of both men and women would chose another white wine to have with seafood (48%), when it comes to, men tend toward dry (36% vs. 24%) and women tend toward slightly sweet (14% vs. 6%). Although most respondents would not choose to drink with pork chops, men have more of an affinity for dry with pork chops (26% vs. 19%) while women would be more apt to choose a sweeter (18% vs. 11%). Older respondents are the most apt to dislike white wine or to be unsure about choosing between styles or another white wine when eating spicy food: one-third of those in their 50s (31%) and 60-plus (32%). The same held true for Asian food, with 32% of those 60 and older stating either None or Don t know. In a broader question, respondents were asked the likelihood they would choose, Chardonnay, Pinot Grigio, Sauvignon Blanc or Gewurztraminer at a restaurant with dining companions who have ordered a variety of seafood entrees. A five-point scale was used with 5 indicating they would be very likely to order that wine and 1 indicating would not order that wine. Top-two-box responses (the percentage that rated the varietal 4 or 5 ) were highest for Sauvignon Blanc (61%) closely followed by Chardonnay (58%). Half would order Pinot Grigio to accommodate a table of patrons dining on seafood (51%) with not far behind (46%). Gewurztraminer is an unlikely choice in this case (22%). This question was also asked for a dining situation with patrons who have ordered a variety of entrees chicken, beef, fish, vegetarian, etc. In this case, the choices are similar as for the all-seafood scenario, with the difference being that Chardonnay (60%) beats out Sauvignon Blanc 37
(54%). Again, Pinot Grigio (48%) and (42%) are behind the more well-known varietals, but still a consideration. And once more, Gewurztraminer is an unlikely choice (22%). 38
Food Matching Preferences Percent by food type/occasion and wine choice Food/Occasion Dry Slightly sweet Other white wine None or Don t know As an aperitif 18% 31% 24% 26% Seafood 29% 11% 48% 12% Sushi/Sashimi 21% 11% 30% 38% Spicy foods (Indian, Mexican) 19% 28% 26% 26% Asian foods 22% 31% 25% 22% Salads 26% 16% 38% 19% Pork chops 22% 15% 37% 26% Desserts 7% 43% 22% 28% With/Without food at any time 22% 24% 44% 11% Likelihood of Ordering White Wines with Seafood Top two box percentage by varietal Chardonnay 58 Pinot Grigio 52 46 Sauvignon Blanc 61 Gewurztraminer 22 39
Likelihood of Ordering White Wines with a Variety of Foods Top two box percentage by varietal Chardonnay 60 Pinot Grigio 48 42 Sauvignon Blanc 54 Gewurztraminer 22 40
Consumer Perceptions of and Attitudes Toward Consumer perceptions of are revealed by the respondents level of agreement with a battery of statements. When asked directly, the majority of respondents are aware of the fact that is produced in styles that range from sweet to dry (69%). Since this statement contrasts somewhat with the earlier results on the dry-sweet scale, it must be assumed that there was some respondent learning as they went through the survey. Nonetheless, s versatility can be seen as a platform for the execution of stronger and more differentiating messages for marketers. But, although variability can be an advantage, it can also promote uncertainty in the mind of the consumer. Also of interest is that 42% agree that some of the world s greatest wines are sweet, while only 9% believe that high quality wines are seldom sweet. This can be viewed as encouraging, although it must be noted that there is strong evidence that many survey respondents do not like sweet wines. It is also important to keep in mind that this agreement that quality wines can be sweet has not necessarily translated into trial. Attitudes toward sweetness are also indicated by the agreement of a substantial minority of respondents that dry wines go better with food (39%) and wines with a little sweetness are best suited to casual drinking (32%). These numbers correspond neatly to the results of the occasionappropriateness and food-matching questions. As long as most consumers perceive as primarily or just a sweet wine, the varietal will fight an uphill battle to being a wine deemed appropriate for fine dining. When it comes to knowledge about wines in general, again a minority agree that grows best in cool climates (37%) and fewer 41
believe that only makes great wine in a few specific regions (21%). High-frequency wine drinkers are more likely to associate dry wines with food (41% vs. 26%) and both high-frequency wine drinkers and high-end wine buyers are less likely than their respective counterparts to only equate sweetness with casual occasions (30% vs. 41% and 23% vs. 36% respectively). Among frequent consumers there is an absence of a prejudice against sweet wines sometimes found among infrequent or non- consumers. Only 25% of weekly drinkers and 29% of severaltimes-a-week drinkers believe that dry wines match food better than sweet, compared to those who drink less often than monthly (43%) and those who never drink (45%). Agreement is higher among these frequent drinkers that wines with a bit of sweetness are best suited to casual drinking (50% of weekly drinkers and 40% of several-times-a-month drinkers, compared to 31% of those who drink monthly or not at all, and 26% of those who drink less than once a month). drinkers (of all frequencies) are significantly more aware of the many styles in which is made. Only 33% of non- drinkers are aware of this, while nearly three-quarters of drinkers are (77% of weekly, 85% of several-times-a-month, 76% of monthly, and 71% of less-often-thanmonthly drinkers). For those who know that is made in multiple styles from sweet to dry, agreement is higher for statements that indicate wine knowledge: some of the world s greatest wines are sweet (58%), s grow best in cool climates (52%), any grape can be made into a dry or sweet wine (45%), and only makes great wine in specific regions (30%). Respondents that put midscale on the sweetness-dryness scale and those who think is dry are the most likely to agree that dry wines match food better than sweet wines (50%). 42
Agreement Statements Percent by statement and agreement Statement High quality wines are seldom sweet Dry wines match food better than sweet wines Some of the world s greatest wines are sweet grows best in cool climates Any grape can be made into a dry or sweet wine only makes great wine in a few specific regions can be made in a variety of styles ranging from very dry to very sweet Wines with a little sweetness are best suited to casual drinking Percent 9% 39% 42% 37% 29% 21% 69% 32% Key Agreement Statements by Consumption Frequency Percent by statement and agreement Statement weekly several x month monthly less often never Dry wines match food better than sweet wines 25% 29% 39% 43% 45% Some of the world s greatest wines are sweet 55% 55% 53% 38% 19% grows best in cool climates 42% 48% 43% 36% 19% can be made in a variety of styles ranging from very dry to very sweet 77% 85% 76% 71% 33% Wines with a little sweetness are best suited to casual drinking 50% 40% 31% 26% 31% 43
Conclusions Sweetness Scale The recommended five-point dryness-sweetness scale based on survey findings is recommended to be as follows: Dry Medium dry Semi-sweet Sweet Dessert This choice is based on: (a) a statistically significant relative ranking by respondents on the sweetness scale; (b) low proportions of respondents choosing Unsure or Don t know when ranking these terms; (c) with one exception, the terms do not have alternative definitions in current use by winemakers, wine trade, or the press. The one exception is dessert, which also has a legal definition as a TTB classification. It should be noted also that the two terms on the scale that are closest in their degree of perception as sweet (2.0 and 1.6, respectively) are sweet and dessert. It could be argued, therefore, that if a four point scale were desired, either of these terms could anchor the sweetest end of that scale. From a consumer perspective, the ranking is statistically significant and minimizes confusion and overlap. For example, with medium dry as the second driest descriptor on the scale, only 6% of respondents would believe semi-sweet (the next ranked) to be dryer. Only 9% would believe medium dry to be sweeter than semi-sweet. Perceived Sweetness of Select Varietals In terms of being perceived as a sweet wine, was ranked almost identically to White Zinfandel. Some 15% gave it the sweetest rating and 44
29% the second sweetest rating (compared to 13% and 31% for White Zinfandel). Among the varietals tested, had the least tightly defined range of sweetness. It had the greatest amount of variance in sweetness ratings by consumers and the largest number of consumers believing it to be made in multiple styles from sweet to dry. Although had the highest proportion of people aware if its multiple styles, this was still a minority 28%. Thus, more than twothirds think of as having a specific level of sweetness, generally quite sweet. Awareness of these multiple styles is higher among highfrequency wine drinkers and high-end wine buyers at 31% and 37% respectively. Those unsure of s sweetness levels were a relatively small proportion of 5%, comparable to all others except Gewurztraminer (which had higher uncertainty). Consumption among High-Frequency/High-End Wine Drinkers consumption was fairly low among this key consumer group. Just 8% of respondents said they drank once a week or more often. Chardonnay had the highest consumption frequency among respondents with nearly one-quarter drinking it weekly (22%), followed by Sauvignon Blanc, which was consumed by 19% of respondents on a weekly basis. Some 12% reported drinking Pinot Gris/Grigio weekly and 8% said they drink weekly. Over half of respondents (56%) indicated they seldom or never drink, the lowest among the varietals tested except for Gewurztraminer and White Zinfandel. High-frequency wine drinkers (drink at least several times a week) and high-end wine buyers (purchase bottles that cost $20 or more at least once a month) were less likely to never or rarely drink, but no more likely to drink it on a weekly basis. Thus core 45
drinkers are a very small part of the regular wine drinking population. Usage of Food Matches and Occasions had a mixed reception when paired with various foods and dining occasions. The wine-drinking occasions for which does best tend to be casual and not status situations. When compared to Chardonnay, was preferred as an aperitif or on a picnic, but lost out in gifting and restaurant scenarios, in particular at expensive restaurants. Dry and sweet s have different roles at the dinner table. Slightly sweet was preferred by a small margin over dry and other white wines with Asian or spicy foods and as an aperitif. Sweeter performed poorly with seafood, sushi and sashimi, salads and pork chops. Dry did better with these foods, but other white varietals were still more likely to be preferred over any style of. Finally, in specific on-premise scenarios with friends dining on seafood or a variety of dishes, was less likely to be chosen than Chardonnay, Pinot Grigio or Sauvignon Blanc. A substantial minority (22%) perceived as having particular affinity to summer drinking, with 45% believing it appropriate throughout the year. In sum, the news of s affinity with many foods has not reached many wine consumers. In addition, there seems to be a widely held perception that is not a prestigious or impressive choice for special or social occasions. Attitudes toward and Sweet Wines In principal, respondents recognized that great wines can be sweet 42% agreed that some of the world s greatest wines are sweet and just 9% 46