Case studies « Wine Intelligence

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Australian Vintage
Business challenge: Australian Vintage (formerly McGuigan Simeon) needed a new approach to the packaging for its mainstream McGuigan range to emphasise its premium qualities and also to give it a distinctive stand-out on the shelf.
How Wine Intelligence helped: Through a combination of advice and focus group-based market research, Wine Intelligence explored alternative packaging and presentation options, and delivered insights back to the Australian Vintage team on the packaging options that best met the brand’s image and consumer need.
What Wine Intelligence delivered: Recommendations on which packaging option worked best. Supporting data to show how the concept could be improved and rolled out as a ‘family’ of products. Advice on how to sell the product in to key accounts.
What happened next: October 2008: McGuigan Grey Label secures listings in Tesco, Sainsbury’s, Co-Op and Majestic Wine, at an RRP of £6.99.

Observatorio Español del Mercado del Vino Business challenge: The years where local consumption could effectively absorb Spanish wine production are unfortunately over as the domestic wine market has decreased over the past decade. As a result of this, Spanish producers have been forced to shift their focus to export markets in order to survive. But with many companies having traditionally relied on the local market, there was a lack of information and consumer research. The newly created Spanish Wine Observatory wanted to expand the industry’s knowledge by commissioning consumer research to understand drinking habits and perceptions of Spanish wines in six of the most important export markets: USA, UK, Germany, Switzerland, Netherlands and Belgium. How Wine Intelligence helped: Wine Intelligence used the most effective and cost efficient consumer research to tackle this project: Vinitrac Global omnibus survey. We conducted over 6000 interviews being representative of over 146 million regular wine drinkers across all six markets. We designed specific questions about awareness and consumption of Spanish wine and we compared Spanish wines’ imagery against direct competitors. What Wine Intelligence delivered: In the words of the client: ‘Wine Intelligence’s work has been fantastic, very innovative and very well presented. The task the OeMv set them was complex and challenging, and we were really pleased with the results, and especially with the feedback from our industry stakeholders, which is very important for a young organisation such as ourselves. It has been a pleasure working with Wine Intelligence and I look forward to doing it again soon.’ Rafael del Rey, Director of OeMv