New report release: USA Portraits 2011 – a comprehensive, up-to-date market segmentation of American wine consumers. 50 slide PowerPoint management summary + full Excel data tables, available now.
$4,200/ 3,000 €/£2,500*
Do you know? Price is growing in importance for purchase decisions, and US wine consumers are becoming less experimental in their wine choices. But what does price mean to different consumers? What are younger people looking for? What are wine enthusiasts looking for? Which consumers are the best target for your brand?
The magic of Portraits. . . .is that it offers a comprehensive consumer segmentation which gives unprecedented insights into the minds of US wine consumers, at the fraction of the cost of a bespoke study. Use it to develop consumer targeting insights which can be applied to individual brands, regions, countries of origin, style categories and retailers. Alternatively, build an understanding of which consumers are driving value across trade channels; bolt on some brand health data that cross-references your brand’s equity across different Portrait segments; or use it as a jumping-off point for New Product Development strategy and brand marketing programmes.
Meet your Portraits USA Portraits 2011 segments the 80 million Americans drinking wine at least once a month into 6 distinctive groups based on their attitude towards and relationship with wine.
“It mustn’t be crazy expensive. I need to recognize the brand. Hopefully it’s a bottle I’ve already tried” Millennial Treater, a Younger, high spending wine loving consumers, with ‘conservative’ views of wine and growing in their knowledge.
“$50 is my sweet spot for a wine to go from everyday to a special occasion” Experienced Explorer, High spending consumers who are both confident in, and adventurous with, their wine choice.
- Learn more about the new Portraits USA 2011 here.
- Associated Press Release: America’s regular wine drinkers growing in number, presenting more challenges
Summary of report content:
Size-of-prize calculations for all drinkers and each Portraits segment:
- Volume of wine consumed (including split by on- and off-trade/premise
- Value of spend on wine (including split by on- and off-trade/premise)
- Wine purchase & consumption patterns for each Portraits segment
Frequency of wine consumption for nine different on- and off-trade wine drinking occasions
- Spend per occasion
- Attitudes to promotions
- Type of wine consumed – category, colour, country, region, varietal
- Wine retailers used
- Purchase decision cues
Attitude to wine for each Portraits segment:
- Involvement with wine
- Attitudes to closures, packaging and wine labels
- Wine brand health measures
- Demographics and socio-economic data for each Portraits segment:
- Age, gender, geographical region, income, socio-economic group, life-stage
Portraits reports are also available for the UK, Canada and Australia.
*Exchange rates correct at time of publication. Selling prices will be quoted based on prevailing exchange rates at the time of sale based on the price in pounds sterling. See terms and conditions for details.
