Vinovision survey reveals that “wine consumers have contradictory needs”

Monday February 06 2017 by Vitisphere

The Mediterranean wine regions are not the only ones using cutting-edge techniques in the wine industry. By commissioning a study from trend forecasting agency NellyRodi on northern wines – Loire, Champagne, Burgundy, Alsace, Rhone-Alps and Beaujolais – Vinovision is venturing into state-of-the-art marketing territory. The study addresses Vinovision’s ambition of providing both exhibitors and visitors to the show with keys to understanding the consumer by “taking a new look at wine”.

Our approach is totally disruptive”, pointed out Pierre-Edouard Martial, director of the agency’s Home and Luxury Goods department. To conduct the research, NellyRodi interviewed six personalities from northern wine marketing boards and six personalities from the marketing side – sommelier, wine merchant and e-commerce website – about the specific features of northern wines. The findings were divided into six consumer occasions via a novel definition of consumers dubbed Omni.

Consumers today have contradictory needs. They are schizophrenic. There has been a surge in the number of vegetarians and vegans and at the same time greater interest in quality and certified meat”, said Martial. Consumers are torn between wanting everything to happen quickly and taking their time, they look as much for simplicity as they do complexity. And according to Martial, northern wines dovetail with this trend. “Their diversity makes them destination wines, they stand out from the crowd by allowing consumers to find some real gems, they are geared to modern tastes and can be both simple and complex”.

 

[ Source: Vitisphere. Illustration: Vinovision ]

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