The holidays mean parties, presents and pressure. There is traditionally a marked spike in wine purchases during this time of year.
With the holidays fast approaching, qSample has collected valuable insight into consumer buying habits concerning wine. The survey was deployed to our wine enthusiast panel – YourWineOpinion.com. Not only does the festive holiday season promote increased wine purchases, but wine consumption in the United States is up 26% in the last ten years with over 784 million gallons of wine being sold in 2010.
For the American public, wine consumption has become affordable, more social and accessible. Results from the survey indicate over 83% of wine consumers have attended some form of college, but you don’t have to be a wine snob to know what you like. Most grocery stores carry a wide selection of varietals for the convenience of their customers and over 53% regularly purchased wine at their local liquor, market or grocery store.
The characteristics of “aroma” and “taste” were noted as the most popular qualities influencing a buying decision for these consumers with “brand” coming in third. Indicating that a consumer’s senses seem to lead the way when making a wine purchase more so than a desire for a specific brand. Based in this finding, it makes “sense” (pun intended!) to increase sampling in stores, especially during this holiday season.
Holidays or not – more U.S. consumers are including wine as a lifestyle choice with 33% of our participants purchasing wine for consumption at home.
Also of note – 42% of the respondents indicated that they purchased wine on a daily or weekly basis, and over 70% spent between $1-20 per bottle on their wine purchases.
What’s the favorite varietal choice? Merlot, at 13%, squeaked past Cabernet Sauvignon and Chardonay at the top of this list.
Rudly Raphael is president of qSample – a Chicago based research firm that specializes in developing and managing specialty panels and research communities.