Vinitrac®
The global wine consumer survey
Vinitrac® is our wholly-owned global survey of wine drinkers that monitors and tracks the attitudes, behaviours and consumer relationship with still and sparkling wine around the world.
Representative of approximately 647 million wine drinkers and 496 million regular wine drinkers, our surveys use a representative sample of adults who drink wine in each of the countries where we operate. Our omnibus survey consists of a standard question set, which you can purchase as a whole. You can also add your own bespoke questions. If you have your survey requirements fall outside of these parameters, we can also program custom surveys.
Talk to one of our team today to see how Vinitrac® can help you understand wine consumers in key markets. This next wave of surveys will be rolled out across a selection of 35 key wine markets that account for almost 80% of global wine purchases.
Our clients use our Vinitrac® platform for
- Brand health tracking
- Label testing
- Advertising testing
- Country / region health
- Brand positioning evaluation
- Drinker profiling
- New concept testing
Download our Vinitrac brochure here
See our standard base pack questions here
DEADLINES FOR QUESTION ADDITIONS:
| Wave: | Deadline: | Surveys in field: |
| January 2022 | End of December 2021 | From mid-January |
| March 2022 | End of February 2022 | From mid-March |
| May 2022 (sparkling wine) | End of April 2022 | From mid-May |
| July 2022 | End of June 2022 | From mid-July |
| October 2022 | End of September 2022 | From mid-October |
Vinitrac® markets
We conduct regular omnibus wine drinker surveys in 35 markets, with our geographical scope continuously expanding. Our current markets are:
Argentina • Australia • Belgium • Brazil • Canada • Chile • China • Colombia • Czech Republic • Denmark • Ecuador • Finland • France • Germany • Hong Kong • India • Italy • Ireland • Japan • Mexico • New Zealand • Norway • Paraguay • Peru • Poland • Portugal • Russia • Singapore • South Korea • Spain • Sweden • Switzerland • The Netherlands • UK • US
Vinitrac® Sparkling markets
Canada • France • UK • US
Vinitrac® Case Studies:
-
WineGB expressed the need to assess the size and composition of the fast-growing UK wine industry and to have accurate figures for use in its communications with media and its discussion with government.
-
The VQA (Vintners Quality Alliance) initiated a 10-year tracking study aimed at establishing changes in consumer perceptions regarding awareness and understanding of what their appearance on bottles mean.
-
Having secured a new listing at a leading European retailer, the client needed to decide which style of packaging to use for their product. There were 2 candidate designs, quite different from one another.
Bespoke Vinitrac® Survey
BUSINESS CHALLENGE
WineGB is a trade association representing approximately 500 vineyards, wineries and brand owners involved in the production of wine in the UK. WineGB expressed the need to assess the size and composition of the fast-growing UK wine industry and to have accurate figures for use in its communications with media and its discussion with government.
SOLUTION
Wine Intelligence did the following:
• Designed a questionnaire in collaboration with WineGB to capture information on producers’ profile and activity
• Administered the questionnaire to the WineGB members through an online survey and collected information from 168 producers across the UK
• Produced an overall estimates on vineyard hectares, grape and wine production, sales and distribution channels
IMPACT
The survey results provided a clearer picture of the UK wine production industry, helping to identify areas worth investing and where further actions could be taken. WineGB now has a benchmark of the state of the industry at beginning of 2018 and figures to share with its members, the media and the government.
TESTIMONIAL
“To move forward with its strategy, WineGB needed to understand in some detail about the size and nature of the UK’s wine industry. Given commercial sensitivities, we needed a research partner that could handle data securely and reliably, and whose reputation within the industry would reassure and encourage members to participate in the exercise. I’m delighted to say that Wine Intelligence fulfilled the remit admirably, and did so with professionalism and timeliness. We would not hesitate to work with them again.”
David Parkinson
CEO – WineGB
VQA Ontario
Measuring awareness and perception of Canadian wine regions and the VQA designation and its meaning
BUSINESS CHALLENGE
The VQA (Vintners Quality Alliance) Ontario is a wine origin certification regulated by an independent body. Its appearance on a bottle of wine denotes that the wine has been made from 100% grapes grown in Ontario and has passed a quality assurance check.
The organisation has been supporting an awareness-raising and education program to make consumers more familiar with the VQA designation and emphasise both its origin and quality meanings. To help understand the success of the program, VQA initiated a tracking study over 10 years to establish changes in consumer perceptions regarding VQA.
SOLUTION
Wine Intelligence developed a set of metrics that could be measured consistently using its Vinitrac Canada omnibus survey, measuring region awareness & usage, plus awareness and understanding of the VQA designation. The series began in 2013 and the latest wave was completed in 2018.
IMPACT
VQA have had a consistent and reliable picture over five years showing how their promotional and education efforts, and those of their member wineries, have affected consumer awareness and understanding of the VQA designation. The data has shown sustained growth in both awareness and understanding, both within Ontario and other Provinces.
TESTIMONIAL
Access to Wine Intelligence’s omnibus survey has given us valuable insight into the quantitative results of our efforts to both understand consumer awareness levels and evaluate whether our activities are having an impact.”
Laurie Macdonald – Executive Director
VQA Ontario
Case study: Leading multinational sparkling wine producer.
Packaging test to determine optimum bottle/label style for product launch in European country
BUSINESS CHALLENGE
Having secured a new listing at a leading European retailer, the client needed to decide which style of packaging to use for their product. There were 2 candidate designs, quite different from one another, and there were supporters for both options within the product development team. The question was: which design would have more appeal and likelihood to buy with shoppers of sparkling wine who visit the retailer?
SOLUTION
With a three week deadline for a definitive answer, the Wine Intelligence team designed and fielded an experimental design quantitative survey in the market with 900 respondents. Half saw version A of the proposed product and the other half saw version B, and respondents were asked to rate the product for appeal, likelihood to buy and expected price. Both groups were then shown the designs side-by-side and asked to express a preference.
IMPACT
The result from the A/B experimental design quantitative test was clear enough for Wine Intelligence to make a definitive recommendation on the optimum packaging. One of the crucial factors was the finding that frequent purchasers, and those already familiar with the client’s brand, had a distinct preference for one design over the other.
TESTIMONIAL
“We needed some insights very quickly about what would be the best packaging to use for our product in a new listing in a key export market. Wine Intelligence worked quickly to create a research design and fielded our study within two weeks, and we had our answer after three weeks, in time for the product team to make their decision.”
Export Director,
Leading multinational sparkling wine producer