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Consumer Research

 

Sales promotion a key driver in wine sale

Sales promotion a key driver in wine sale

Sales promotions are more important in influencing purchase of wine than brand loyalty.

That’s according to new findings from the most recent WSTA & Wine Intelligence ‘Consumer Intelligence’

The top influencer was grape variety (74%) closely followed by sales promotion (66%). Buying ‘A brand I am aware of’ came in at 63%.

Glass weight and colour are also not important to consumers buying wine, supporting industry-led moves from heavy to lighter glass.

Only 10% considered the colour, and just 7% thought the weight of the bottle were important, compared to other factors like or country of origin (63%) and appeal of label design (23%)

Some 60% of wine drinkers consider glass bottles to be environmentally friendly, and 84% think they are easy to recycle.

Only 13% of consumers (16% of men and just 10% of women) think that that lighter bottles signify cheaper wine, although only around a third of wine consumers think that lighter bottles are better for the environment.

Glass weight does not figure as an important issue for consumers of either red or white wine, so it is likely that consumers would not be greatly resistant to a change of glass weight.

Also 37% of consumers indicated that they would be prepared to consider alternatives to glass bottles for wine packaging with PET and Bag-in-Box having most consumer’ support. 63% of wine consumers think wine should only be packaged in glass bottles, but when shown other forms of packaging, five out of six were neutral towards or indicated they were likely to buy at least one type of alternative packaging.

The appeal of alternative packaging also varied by occasion: when considering various options for buying wine in alternative packages such as parties, picnics or informal meals at home, 82% of consumers would consider a PET bottle, 79% a bag-in-box, 65% a pouch, 59% a tetrapak carton, but 61% ruled out wine in a ring pull can for all occasions.

WSTA Chief Executive Jeremy Beadles said, “Many of our members are currently looking at ways of reducing their environmental impact and for some this includes considering alternative packaging solutions: lighter weight glass bottles, plastic bottles, pouches, cans and cartons.

“I hope that this research will help them understand consumer attitudes towards these developments."

“Looking at the list below, please indicate how important each is to you when buying wine”:

% answering ‘important’ or ‘very important’

 

 

Grape variety

74%

Promotional offer

66%

Recommendation by friend of family      

64%

Country of origin

63%

A brand I am aware of

63%

Region of origin

51%

Alcohol content

31%

Recommendation by shop staff

29%

Medal or award

24%

Appeal of the label design

23%

The colour of the bottle

10%

The weight of the bottle

7%

AJR
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