21-34 or single? Then you're likely not a loyal purchaser

Knowing Your Customers

One of the most frustrating elements of the hand sell is the painful process of finding a wine your customer will finally want to buy.

You know the routine, first you find out what wines the customer enjoys, "fruity and dry, I really like the wines from Chateau Ordinaire a lot!"

And then you begin your dance. First one bottle perhaps from the same region, then another from the same grape. Both shot down by the customer as just not being what he or she was thinking of. In the end, we complete the sell by returning to Chateau Ordinaire or one of many other more well-known brands.

What did you do wrong? Why did you end up wasting so much time? Well maybe it was nothing you did, maybe it's just the way some people react to suggestions. Did you know that you can almost predict which groups of clientele will react favorably to new brands and adventuresome suggestions and which won't?

In our continued slicing and dicing of the largest ever survey of wine consumers (over 10,000 respondents), we've focused on the question of how often, if ever, do consumers purchase a brand of wine that they have never seen or heard of before.

More than one-third of the respondents in our Grapes & Grain Opinion Panel say that they frequently purchase a brand of wine that they have never seen or heard of before. So who then is most loyal to brands? And who least likely to consider that prior brand experience an important purchase criterion? Read on for the results.

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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).





Snooth Media Network