Wine Opinions Vinitaly Survey: preliminary findings to Italian Wines and American Palate
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This survey from Wine Opinions summarizes preliminary findings from a survey of over 1,400 American wine consumers about their familiarity with and purchase habits regarding Italian wines. Some key findings include: - Italian wines are frequently purchased, with 30% purchasing them frequently and 34% making several purchases in the past year. - Younger consumers aged 20-30 are more familiar with Italian wines and purchase them more often than older consumers. - Popular Italian wine varieties that consumers are most familiar with and have tried include Chianti, Pinot Grigio, and Prosecco. Less known varieties include Aglianico and Greco di Tufo.
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Wine Opinions Vinitaly Survey: preliminary findings to Italian Wines and American Palate
- 1. Presented at VINO 2017* NYC, February 6th, 2017 Wine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate *Organized by ITA Italian Trade Agency
- 2. | February 2016 | 2© 2016 Wine Opinions. All Rights Reserved. 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 © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 3. | February 2016 | 3© 2016 Wine Opinions. All Rights Reserved. Respondents by Age Segment and Gender 8% 19% 17% 28% 28% 20s 30s 40s 50s 60+ 53% 47% Male Female Under 40: females = 58% / males = 42% © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 4. | January 2017 | 4© 2017 Wine Opinions. All Rights Reserved. 21% 8% 6% 5% 5% 4% 4% 3% 3% 3% 3% 3% California New York Texas Florida Illinois New Jersey Ohio Virginia MassachuseWs Washington Pennsylvania Arizona New York Metropolitan Area “Live or Work” = 7.4%% Top States Represented © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 5. | February 2016 | 5© 2016 Wine Opinions. All Rights Reserved. Respondents by Consumption Frequency 33% 51% 9% 5% 2% Every day Few times a week About once a week Several times a month Less often* High Frequency Consump7on by Age: 20s – 83% 30s – 81% 40s – 81% 50s – 88% 60+ - 89% © 2017 Wine Opinions. All Rights Reserved. *Includes monthly and once every 2 -3 months – lower frequencies were disqualified. © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 6. | February 2016 | 6© 2016 Wine Opinions. All Rights Reserved. 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+. © 2017 Wine Opinions. All Rights Reserved. © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 7. | February 2016 | 7© 2016 Wine Opinions. All Rights Reserved. Social Media Usage Related to Wine (Percent who visit, post, exchange informa7on or images on wine monthly or more ojen) 45% 11% 6% 12% 17% 15% 9% 3% Facebook Twitter Delectable Pinterest Instagram Vivino YouTube Hello Vino Under 40 usage is higher for all channels – nearly double for Instagram and Delectable © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 8. | February 2016 | 8© 2016 Wine Opinions. All Rights Reserved. Purchase Influences (Percent “very” influen7al by influence type – “7” on a scale of 1 - 7) 42% 25% 31% 13% 60% 45% 8% 5% 21% Advice from wine knowledgeable family member 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 Wine is on display Posi7ve review I read in print or online Under 40 skews higher: “Advice from friend or family member” and “Wine is from country or region I like” © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 9. | February 2016 | 9© 2016 Wine Opinions. All Rights Reserved. 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% © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 10. | February 2016 | 10© 2016 Wine Opinions. All Rights Reserved. “Purchase These Wines Frequently” by Age Segment 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% (Percent who made frequent purchases in past year by age and country/region) © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 11. | February 2016 | 11© 2016 Wine Opinions. All Rights Reserved. Most Likely Choice Among Regions by Occasion and Price 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% (Percent by region preference for each occasion/price segment) © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 12. | February 2016 | 12© 2016 Wine Opinions. All Rights Reserved. “When you think of Italian wines, what word or words come to mind immediately?” © 2017 Wine Opinions. All Rights Reserved. © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 13. | February 2016 | 13© 2016 Wine Opinions. All Rights Reserved. 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% Awareness/Trial/Purchase © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 14. | February 2016 | 14© 2016 Wine Opinions. All Rights Reserved. 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% Awareness/Trial/Purchase © 2017 Wine Opinions. All Rights Reserved. © 2017 Wine Opinions , Vinitaly Interna7onal – all rights reserved.
- 15. P.O. BOX 157 Ÿ KENWOOD, CALIFORNIA 95452 Ÿ (707) 815-9463 INFO@WINEOPINIONS.COM Ÿ WWW.WINEOPINIONS.COM Further Informa7on: www.extraordinaryitalianwine.us