Do you truly understand your wine buyers in the U.S.? A revealing analysis
In a market as dynamic and competitive as the U.S., understanding wine consumers’ habits and preferences is crucial for success. Does your company have a team dedicated to uncovering these insights? The Wine Market Council (WMC), with over two decades of experience, stands as a strategic ally for companies seeking a deep and up-to-date view of the U.S. wine landscape.
At Toral Wines & Spirits, we understand the importance of knowing every holiday in the United States and Latin America to stock the products most in demand by end consumers. According to Nielsen reports, during the Easter season, the most sought-after wines in the U.S. are those that pair well with traditional meals and celebrations. Typically, favorites include white wines such as Casa Donoso Sauvignon Blanc and Buttery Chardonnay, which are fresh and versatile for pairing with chicken, fish, and salads. Additionally, rosé and sparkling wines like Murviedro Cava Brut are very popular for toasting and celebrating the occasion. We hope this information helps you choose the perfect wine for Easter!
Several wine retailers are focusing on Easter with special promotions and curated selections of wines suitable for spring gatherings and celebrations. Wine Flyer offers a “Spring Mixed Selection” and showcases various wines like Prosecco, Sauvignon Blanc, and rosé. Gary’s Wine & Marketplace features Easter-themed 6-packs of Italian, red, and variety wines, as well as Easter baskets. Vinodivino is offering staff-curated selections for Easter and Passover hosting. Wine Anthology is having an Easter sale.
Over 20 years mapping the American palate
Led by industry experts such as Dr. Liz Thach, Master of Wine with a strong academic background, and Christian Miller, a veteran in market research, the WMC has spent over two decades tracking the behaviors of wine consumers over 21 in the U.S. Their exhaustive Wine Consumer Segmentation Survey, combining data from Fall 2021 and Spring 2022, offers a detailed analysis of the different drinker segments.
A mosaic of consumers
The WMC survey reveals a clear segmentation of the market:
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Frequent wine drinker (more than once per week): A robust group of 44 million adults.
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Occasional wine drinker (less than once per week, but more than once every 2–3 months): A significant segment of 35 million.
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Non-adopter (drinks other alcoholic beverages, but not wine): A potential market of 70 million.
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Infrequent (drinks alcohol less than every 2–3 months): A smaller group of 25 million.
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Abstainer: A considerable segment of 66 million.
What wine do they choose, and who chooses it?
The study dives deep into the types of wine frequently purchased by different ethnic groups, offering valuable insights for targeted marketing strategies. It also analyzes alcoholic beverage consumption by age group, identifying trends and opportunities across generations. These insights allow companies to tailor their offerings and communications to the specific preferences of each segment.
The wine market compass: exclusive data at your fingertips
If your company lacks an internal insights team, the WMC serves as your external research department. They provide exclusive data that can directly translate into increased sales. Their membership grants access to proprietary reports on updated consumer segmentation, labeling, multicultural consumer understanding, lifestyle and wine trends, alcoholic beverage consumption patterns, communication, and business dynamics.
Membership benefits: a strategic investment
Becoming a Wine Market Council member offers multiple advantages, from affordable dues to access to the largest wine consumer survey in the U.S. Members enjoy biannual segmentation studies, surveys on relevant topics, expert webinars, access to data archives, and a powerful industry networking platform.
Testimonials that speak for themselves
Marketing executives, wineries, and trade associations highlight the invaluable role of WMC data in strategic decision-making, brand campaign development, multicultural consumer insights, and identifying new market opportunities such as the rise of sustainable wine.
The Easter Holiday
The Easter holiday is a significant time in the United States, marked by family gatherings, religious celebrations, and various traditions. From a wine consumption perspective, Easter can represent an opportunity to boost sales, especially for certain types of wine.
Considering WMC data, wineries and distributors could focus their promotions on wines traditionally associated with celebrations and family meals, such as light and refreshing white and rosé wines, or even sparkling wines for toasting. Understanding age-group consumption patterns could also be relevant, as Easter family gatherings often involve multiple generations. Preferences among different ethnic groups could also influence wine choices for Easter celebrations. For example, if a brand has a strong presence in a market with a high Hispanic population, it might consider promoting wines like sangria, which is among the wines frequently purchased by this group.
WMC insights, combined with an understanding of the cultural context and traditions associated with Easter, can help wine companies design more effective marketing and sales strategies for this holiday.
Casa Donoso
Casa Donoso is strategically and precisely equipped to adapt to these insights from the U.S. market. By analyzing detailed consumer segmentation—from consumption frequency to wine preferences by ethnic group and age—Casa Donoso aligns its offering and marketing strategies with identified trends and demands. For example, if data reveals a rise in red wine consumption among a specific demographic group, Casa Donoso, with its portfolio of red wines, focuses its promotional and distribution efforts on effectively reaching that segment.
Ultimately, the WMC’s information acts as a valuable market intelligence system, enabling Casa Donoso to make data-driven decisions and optimize its approach to thrive in the competitive U.S. wine market.
Source:
https://winemarketcouncil.com/wp-content/uploads/2024/10/wmc-information-2024.pdf
