Moms Drinking Wine

Wine Research

We know you love your moms. No, not your own mothers, but the moms that make up a large proportion of your customers. Ever wonder what they're thinking? Do you think about what might motivate them to come back and shop in your store more frequently?

Well, we here at Snooth do. As part of our recent Grapes & Grain Opinions Panel, we asked some questions to find out about the drinking habits of moms. What we learned may surprise you.

Everyone is feeling the pressures of today's modern life, and 70% of Americans say that moms today have it tougher than their counterparts did 20 or 30 years ago, according to a 2007 Pew Research Center Study. Why is this of importance? Because moms make the majority of purchasing decisions in their households, including on wine, and they are forced to make those decisions in a flash, usually in your store!

Do you know how to reach moms and break through that clutter? Our bet is that finding out about when moms are drinking wine, and when they believe it to be appropriate is a good place to start.

Use our Snooth research to craft your marketing messages! Our research shows that two-thirds of the moms polled consider it to be "always acceptable" to drink wine while preparing dinner, and 27% feel it to be always acceptable to drink while doing housework!

We know people usually consume their wine within just a few hours of purchase, so why not send the message to mom consumers that you know what wine might be perfect for their next parental function. 58% of respondents in our recent poll replied that it was always or usually acceptable to drink wine during parental functions involving children. Someone has to make those purchases.

Check out our full article for other fascinating details, like mom opinions on drinking during pregnancy.

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To purchase the full report, please contact:

EAST COAST
Lisa Gorkin
Merrill Research
650-954-2940
lgorkin@merrill.com
WEST COAST
Patrick Merrill
Merrill Research
650-954-2932
pmerrill@merrill.com

Download the Free Summary Report

  • Need to know insights
  • Consumer opinions
  • Buying influences and behaviors

By downloading this report you agree to sign-up for our free biweekly industry newsletter; you can unsubscribe at any time.

To purchase the full report, please contact:

EAST COAST
Lisa Gorkin
Merrill Research
650-954-2940
lgorkin@merrill.com
WEST COAST
Patrick Merrill
Merrill Research
650-954-2932
pmerrill@merrill.com

What is the Grapes and Grain Opinion Panel?

The largest consumer panel in North America dedicated to wine and spirits drinkers, created by Snooth Media and Merrill Research.

The panel includes 10,000 people from every state in the U.S., as well as a limited number of people in Canada and the U.K. Nine in ten are core wine drinkers (drink wine weekly or more).






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