Still doing some research. If you have time, comment who of these six types you think you might be. Sorry, no anonymous comments.
ENTHUSIASTS
• Entertain at home with friends and consider themselves knowledgeable about wine
• Live in cosmopolitan centers, affluent suburban spreads or comfortable country settings
• Like to browse the wine section, publications and are Influenced by wine ratings & reviews
• 47% of Enthusiasts buy wine in 1.5L size – “everyday wine” to supplement their “weekend wine”
• 98% of Enthusiasts buy wine over $6 and it accounts for 56% of what they buy on a volume basis
IMAGE SEEKERS
• View wine as a status symbol
• Have a basic knowledge of wine and discovering wines is new to them
• Likes to be the first to try a new wine, and are open to innovative packaging
• The number one most purchased varietal Merlot
• Use the Internet as key information source including checking restaurant wine lists before they dine out
SAVVY SHOPPERS
• Enjoy shopping for wine and discovering new varietals on their own
• Have a few favorite wines to supplement new discoveries
• Shop in a variety of stores each week to find best deals and like specials and discounts
• Heavy coupon users and know what’s on sale before they walk into a store
• When dining out they typically buy a glass of the house because of the value
TRADITIONALIST
• Enjoy wines from established wineries
• Think wine makes an occasion more formal and prefer entertaining friends and family at home to going out
• Like to be offered a wide variety of well-known national brands
• Won’t often try new wine brands
• Shop at retail locations that make it easy to find favorite brands
SATISFIED SIPPERS
• Don’t know much about wine, just know what they like to drink
• Usually buy the same brand, usually domestic and consider wine an everyday beverage
• Don’t enjoy the wine-buying experience so buy 1.5L bottles to have more wine on hand
• Second-biggest category of warehouse shoppers, buying 16 percent of wine in club stores
• Don’t dine out often but likely to order the house wine when they do
OVERWHELMED
• Overwhelmed by sheer volume of choices on store shelves
• Like to drink wine but don’t know what kind to buy and may select by label
• Looking for wine information in retail settings that’s easy to understand
• Very open to advice but frustrated when there is no one in the wine section to help
• If information is confusing they won’t buy anything at all
6 comments:
Hey, ry. To help you out... I'm an 'overwhelmed'. Thankfully I'm married to someone who isn't, though. But none of the other categories match D. I think the closest would be an open-minded traditionalist? HOpe that helps. -j
somewhere between satisfied sipper and overwhelmed
overwhelmed
somewhere between enthusiast and savvy shopper.
oh....i still buy 750ml though...i have considered if i found a local (suisun valley) winery that i loved to ask if i could swing by with a big jug and let them fill it up. is that wrong? like a gas station...for wine.
I was a little *overwhelmed* with the lists of characteristics-- they seemed rather random and I couldn't see myself in any of them very clearly.
I guess the best category would be 'savvy shopper', though I never use coupons, and never order the house wine when I'm dining out-- I always ask the server to choose based on my dinner (which is instructive I suppose).
Bottom line: I like quality combined with value. If you had a website where you recommended wines, I'd read it like a fundamentalist reads the Bible. Though-- as a savvy shopper-- I'd be hard-pressed to buy wine through the site, preferring to find it at my local mega-wine shop.
...come to think of it, I mostly buy wine at the local mega-wine store, and I look for two things as I walk the aisles: sale tags, and signs showing the recommendations of the staff.
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