Vinitrac SparklingThis May, Wine Intelligence will launch another wave of Vinitrac® dedicated to sparkling wine.  Vinitrac® is the world’s largest ongoing online study of wine drinkers in key global markets that allows us to monitor and track their attitudes, behaviour and relationship with still and sparkling wine around the world.

Sparkling wine has now become mainstream in key English-speaking markets such as the US, UK, Australia and Canada and it is showing impressive growth, from a small base, in Asian markets such as Japan and China.  In fact, last month, we published our first   report, which reveals that a younger wave of consumers are embracing bubbly much more openly than their predecessors, and trade sources are very positive about the future of sparkling wine in the country.
This new wave of Vinitrac® Sparkling was introduced due to the growth in popularity of sparkling wine and the necessity for producers to understand this category and their consumers. By submitting questions or purchasing one our insight packages, such as a sparkling wine brand health check, label and packaging test, or sparkling wine usage and attitude study, you can take part in this Vinitrac® wave and learn more about your consumers.
Other recent sparkling wine reports, with consumer data gained from Vinitrac®, reveal the following:
  • In Australia, drinkers of sparkling wine are more open-minded towards lower sugar and lower calorie products than sparkling wines that are lower or no alcohol (Sparkling Wine in the Australian Market 2017 report)
  • In Canada, Champagne from France and sparkling wine from the US have the broadest consumer reach, while Prosecco is seen as the best sparkling wine in terms of value for money, and ranks second for perceived quality (Sparkling Wine in the Canadian Market 2017 report)
  • In Italy, Prosecco and Lambrusco are the most frequently consumed sparkling types among Italian fizz drinkers and they are also perceived as offering the best value for money. Trento DoC, Pignoletto and Alta Langa are perceived as traditional products and their consumption is lower than other types of sparkling wine (Sparkling Wine in the Italian Market 2018 report)
  • In Japan, sparkling wine from Chile, Australia and Champagne are the preferred sparkling wine types for drinking at home or at a friend’s house. Sparkling wine from Chile leads when it comes to value for money perception. Chilean brands Alpaca and Pudu perform well at converting those who are aware of the brand into buyers (Sparkling Wine in the Japanese Market 2017 report)
  • In the UK, sparkling wine is competing more and more with white wine for everyday socialising occasions. Prosecco and Champagne have the largest reach amongst all UK sparkling wine drinkers. The number of Cava consumers amongst sparkling wine drinkers has decreased by 6% since 2015, while those who claim to drink English sparkling wine has increased by 5% (Sparkling Wine in the UK Market 2017 report)
  • In the US, Prosecco’s unprecedented charge has not undermined the market shares of its main rivals: US sparkling, Champagne and Cava. However, it leads with US sparkling in terms of value for money perception, and both are ranked the third in terms of quality perception (Sparkling Wine in the US Market 2017 report)
To learn more about sparkling wine consumers around the world, submit your question request or finalise a project before Wednesday 2nd May 2018 to get included in this wave of Vinitrac® Sparkling.
Our Vinitrac® Sparkling surveys use a representative sample of adults who drunk at least one type of sparkling wine in each of the countries we study. An omnibus survey consists of a standard question set that can be supplemented with your bespoke questions.  A bespoke survey gives you more control over the make-up of the survey sample and the structure of the standard question set, as well as the option to add bespoke questions.  To learn more about how Vinitrac® works including what it means to have ‘representative’ data, quota sampling, and calibrations, read this article on What is Vinitrac®?.
Vinitrac® Sparkling
Survey in field: May-June 2018
View full brochure here
Author: Courtney Abernathy