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Tuesday, October 25, 2005
Which of These Six Types of Wine Drinker Are You?
Ohhh, I think we can have some fun with this one.
In “one of the largest consumer research projects ever conducted by the wine industry,� a giant U.S.-based wine company has concluded that wine consumers can be pigeonholed into six distinct categories, “each with its own set of attributes, motivations, preferences and shopping behaviors.�
So which one are you? Here are the categories, as
quoted directly from the company’s news release distributed 10-25-2005:
— “Enthusiastsâ€? are consumers who are passionate about the entire wine experience from researching what they buy to sharing their discoveries with friends and family.
— “Image Seekersâ€? feel sophisticated on one hand and adventurous and trendy on the other hand — they are just as likely to choose wine with sophisticated labels as wine with fun, image-driven labels.
— “Savvy Shoppersâ€? seek great wines at a great value; they enjoy drinking and shopping for wine and believe that good wines need not cost a lot of money.
— “Traditionalistsâ€? want to feel that their wine is made by a well-known winery that’s been around for a long time.
— “Satisfied Sippersâ€? look for a sensible choice they can feel comfortable serving to friends and family.
— And finally, “Overwhelmedâ€? consumers, who make up the largest group, find shopping for wine complex and worry about making a mistake.
The data comes courtesy of Constellation Wines, the company that brings you such brands as Woodbridge by Robert Mondavi, Almaden, Arbor Mist, Blackstone, Cook’s, Inglenook, Marcus James, Paul Masson and Talus. Hey, I said they were big. And just to make sure we know just how important – and big – this survey and research project are, company officials call it “Project Genome,â€? which they said “will have wide- ranging impact on wine sales by retailers and on-premise establishments in areas ranging from packaging, advertising and customer education to grocery displays and restaurant wine lists.â€?
Here’s the full Constellation Project Genome news release, for your perusing pleasure.
So, which category do you fall into? And just like winemaking, some blending is allowed, but let’s play by California rules: if you want to put one varietal on your forehead, you must be at least 75 percent from that varietal – um, I mean category.
C’mon. You first.
Cheers!
Mark Fisher
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