Post on 14-Feb-2017
PresentedatVINO2017*NYC,February6th,2017
Wine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate
*Organized by ITA Italian Trade Agency
| February 2016 | 2 © 2016 Wine Opinions. All Rights Reserved.
Survey Objectives and Methodology ü Surveyof1,463membersoftheWineOpinionsconsumerpanel
ü Establishbaselinesofcurrentawareness,usage,andpercep@onsofItalianwinesandwinesofprincipalcompe@ngregions
ü Relevanceofprint,online,andsocialmediaassourcesofwineinforma@on,discussion,andpurchaseinfluence
ü Thecompe@@velandscapeofimportedwinesontheU.S.market,includingpreferencesbyregioninprice/occasionsitua@ons
ü FamiliaritywithleadingItalianwineregionsandwines
ü “Likesanddislikes”qualita@vecomments
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| 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
Under40:females=58%/males=42%
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| January 2017 | 4 © 2017 Wine Opinions. All Rights Reserved.
21%
8%
6%
5%
5%
4%
4%
3%
3%
3%
3%
3%
California
NewYork
Texas
Florida
Illinois
NewJersey
Ohio
Virginia
MassachuseWs
Washington
Pennsylvania
Arizona
NewYorkMetropolitanArea“LiveorWork”=
7.4%%
Top States Represented
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| 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*
HighFrequency
Consump7onbyAge:
20s–83%30s–81%40s–81%50s–88%60+-89%
©2017WineOpinions.AllRightsReserved.
*Includesmonthlyandonceevery2-3months–lowerfrequenciesweredisqualified.
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 6 © 2016 Wine Opinions. All Rights Reserved.
Frequency of Purchase by Price Point
PRICESEGMENT WEEKLY MONTHLY SEVERALTIMES/YEAR LESSOFTEN 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%
$30ormore 4% 15% 31% 30% 20%
Respondentsunder40moreojenbuywinesunder$12.
FrequentItalianwinepurchasersmoreojenbuywines$12+.©2017WineOpinions.AllRightsReserved.©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 7 © 2016 Wine Opinions. All Rights Reserved.
Social Media Usage Related to Wine (Percentwhovisit,post,exchangeinforma7onorimagesonwinemonthlyormoreojen)
45%
11%
6%
12%
17%
15%
9%
3%
Delectable
Vivino
YouTube
Hello Vino
Under40usageishigherforall
channels–nearlydoublefor
InstagramandDelectable
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 8 © 2016 Wine Opinions. All Rights Reserved.
Purchase Influences (Percent“very”influen7albyinfluencetype–“7”onascaleof1-7)
42%
25%
31%
13%
60%
45%
8%
5%
21%
Advicefromwineknowledgeablefamilymember
90+scorefromrespectedcri7c
Recommenda7onfromretailstorestaff
Wineisonsalefor10%offormore
Tastedwineinstore
WineisfromcountryorregionIlike
Recommenda7onthroughanapp
Wineisondisplay
Posi7vereviewIreadinprintoronline
Under40skews
higher:“Advicefromfriendorfamilymember”and“Wineisfromcountry
orregionIlike”
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 9 © 2016 Wine Opinions. All Rights Reserved.
Imported Wine Purchases (Pastyearpurchasehistorybycountryorregion)
Purchasefrequently
Madeseveralpurchases
Madeoneortwopurchases
Notpurchasedinpastyear
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%
Italianwines“purchasefrequently”Under40=34%
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| 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%
(Percentwhomadefrequentpurchasesinpastyearbyageandcountry/region)
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 11 © 2016 Wine Opinions. All Rights Reserved.
Most Likely Choice Among Regions by Occasion and Price
COUNTRY/REGION $10-$20WINEFORCASUALMEALATHOME
$20-$30WINEFORDINNERPARTYATHOMEOFAFRIEND
$10-$15GLASSOFWINEINARESTAURANT
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%
(Percentbyregionpreferenceforeachoccasion/pricesegment)
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 12 © 2016 Wine Opinions. All Rights Reserved.
“When you think of Italian wines, what word or words come to mind immediately?”
©2017WineOpinions.AllRightsReserved.©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 13 © 2016 Wine Opinions. All Rights Reserved.
Neverheardof Totaltrial Buyoccasionallyorfavorite
Barolo 17% 70% 46%
Barbera 17% 75% 49%
Barbaresco 22% 63% 34%
Chian7 2% 94% 67%
Chian7Classico 6% 87% 64%
DolceWo 22% 55% 25%
Nebbiolo 24% 66% 44%
BrunellodiMontalcino 28% 60% 41%
Montepulcianod’Abruzzo 24% 63% 40%
Valpolicella 30% 59% 34%
SaliceSalen7no 57% 23% 10%
VinoNobilediMontepulciano 33% 55% 31%
Nerod’Avola 40% 46% 28%
Lambrusco 12% 67% 17%
Aglianico 50% 36% 18%
Awareness/Trial/Purchase
©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.
| February 2016 | 14 © 2016 Wine Opinions. All Rights Reserved.
Neverheardof Totaltrial Buyoccasionallyorfavorite
Prosecco 4% 88% 64%
As7 9% 75% 28%
Moscatod’As7 6% 77% 30%
Gavi 48% 37% 18%
Orvieto 44% 38% 17%
PinotGrigio 0% 98% 68%
Frasca7 44% 31% 8%
Soave 35% 47% 19%
Verdicchio 45% 38% 16%
GrecodiTufo 67% 19% 8%
Falanghina 66% 21% 10%
Vermen7no 47% 38% 17%
Fiano 68% 17% 8%
VinSanto 54% 27% 9%
Franciacorta 67% 18% 8%
Awareness/Trial/Purchase
©2017WineOpinions.AllRightsReserved.©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.