The trials of building a model to explain the influence of brands on consumer behaviour in the global wine category
Building a successful international wine brand is notoriously difficult. A brand manager approaching this task must first overcome the large and fragmented nature of the global wine market and the inherent complexities of wine production itself (the wide span of grape varietials, styles and not to mention vintage variations). Margins on wine are typically a lot thinner than in other consumer goods categories, so there’s less marketing budget to put towards building awareness and positive perceptions compared to, say, soft drinks, spirits or beer. And then there is the inherent snobbishness of the wine category: if a wine is a ‘brand’, it automatically becomes a problematic product for some people within the supply chain.
Over the past 15 years, the team here at Wine Intelligence has closely monitored the performance of a number of wine brands across the 32 markets that we cover in terms of wine consumer usage and attitude. While the environment remains tough for brand growth within wine, we have witnessed a number of transformational success stories: brands that didn’t exist 20 years ago have become world leaders, and older brands that have done well at a national level have managed to internationalise. To mark the company’s 15th anniversary, Wine Intelligence has published The Global Wine Brand Power Index report. This reveals the most powerful 15 wine brands in each of 15 key wine markets, but also the top 15 global wine power brands – all based on consumer feedback.
The Global Wine Brand Power Index is the result of on an algorithm developed by Wine Intelligence using data from our wholly-owned Vinitrac® surveys of roughly 16,000 respondents in 2017, which is representative of approximately 380 million wine drinkers in 15 key wine markets. As well as measuring the consumer’s consumption behaviour and attitude towards wine, Wine Intelligence Vinitrac® surveys also determine the health of a brand by asking respondents the following questions:
Which brands they have heard of from a list of 40 to 60 brands (we tailor each brand list for each market)
Which they have purchased in the past 3 months
Which they would consider purchasing
Which they feel an affinity towards
Which they would be likely to recommend to a friend.