Insights You Can Use: The Demanding Wine Consumer
New consumer research just released by Women & Wine proves that you can glean insights about your market from many places. And, after so recently writing about the “new info shopper” – it is all the more likely that your customers share some qualities with today’s more demanding wine drinker/buyer.
The Women & Wine study found, among other things, that:
…wine lovers overwhelmingly wanted better education and more enthusiasm from waiters and sommeliers about the wine list. They also wanted information about the brand, vintage, as well as the varietal when offered wine by the glass choices, and more interesting choices of wines by the glass (preferring not to drink something out that was familiar or available in the supermarket).
Those polled in this case were mainly women, but the above reflects a non-compartmentalized, right with left brain thinking wine drinker. For example: Interest in the left-side facts/figures (brand, vintage), but also in the more right-side relational elements (enthusiasm from the waiter, more education).
Are these insights you can use? Identify the left and right brain-reaching elements of your own products and marketing approaches. Are you hitting all the hotspots for your own information-gathering customers?
