Who we work with

Case study: The Benevolent

Understanding mental wellbeing within the UK drinks industry

BUSINESS CHALLENGE

The Benevolent, a charity dedicated to support all members of the UK drink’s industry, wanted to understand how workers within the UK drinks industry felt about their own mental health, and what systems of support were in place within organisations. The objective of the study is to define industry worker needs, and understand where organisations in general, and The Benevolent in particular, can best support.

SOLUTION

Wine intelligence used a quantitative and qualitative research to help inform the current situation from the points of view of workers, HR leadership and senior management.

An online survey made available to all industry workers in the UK supplemented by in-depth interviews, covered the following areas
• Causes of poor mental wellbeing
• Attitudes towards mental wellbeing at work
• Challenges encountered when seeking help
• Supportive measures from the workplace

IMPACT

The findings were used to help The Benevolent with the following:

• Raise awareness to mental wellbeing within the industry
• Offer organisations some insight as to how they can help their workers maintain positive mental wellbeing, and make provision for those suffering mental health issues
• Reinforce the objective of #NotAlone campaign to advocate for a stigma free conversation within the workplace
• Promote The Benevolent’s mental health services

TESTIMONIAL

“When we decided to embark on this challenging project we knew that there would have been only one agency to work with: Wine Intelligence. The project has been brilliantly managed, the report delivered on time with the schedule, and the team managed to provide us with valuable findings incredibly useful for our future projects. We couldn’t be more proud of this project, so thank you to the team at Wine Intelligence for your fantastic  work. “

Alessandra Brugola

Marketing & Communications Manager
The Benevolent, the Drinks Industry Charity

Case study: Concha y Toro

Exploration of wine consumers in Nigeria

BUSINESS CHALLENGE

Concha y Toro Africa wanted to develop a deeper understanding of wine consumers in Nigeria, specifically those who are aware of the Concha y Toro core brand and drinkers of a sub-set of Concha y Toro brands. Key aims included:

• To establish an overview of  wine drinkers in Nigeria
• To monitor the performance of key countries of origin and Concha y Toro vs. key competitors
• To test specific elements of Concha y Toro brands

SOLUTION

This project required the approach of using mobile technology to roll out a survey with Nigerian adult wine drinkers (aged between 18-44) in key cities. Mobiles are more widespread than laptops and desktops in this market

Survey questions included:

• Brand awareness
• Consumption in the past 6 months
• Purchase in the past 3 months
• Imagery of key Concha y Toro brands and competitors

IMPACT

Concha y Toro has used the insight to inform their marketing and consumer targeting strategy in the Nigerian market.

BUSINESS CHALLENGE

Aresti wanted to examine the potential of Espiritu de Chile among US, UK and Dutch consumers. They needed to gather detailed data about:

• Who the target consumers are?

• What brands and countries of origin do they buy, and why?

• How do they perceive Espiritu de Chile packaging and name?

SOLUTION

Wine Intelligence proposed a schedule of quantitative surveys with regular wine drinkers in each of the markets. We proposed to test the brand Espíritu de Chile vs. key competitors so the client could assess the opportunities and suitability for the brand in the market.

IMPACT

Aresti could evaluate the potential for the brand in each market, act depending on the results and use the report to share with gatekeepers in order to have them on track to back the launch of the brand.

TESTIMONIAL

“Working with Wine Intelligence is always a joy. They understand our needs perfectly and propose sensible solutions to our problems. Their reports are of excellent quality with great analysis, and are always delivered on time. The last study they prepared for us focused on our brand Espiraitu de Chile. The results were fantastic, and the report has become an invaluable tool for us to use in meetings with our clients to demonstrate, empirically, that we have a great Brand and packaging.”

Barbara Lewin

Marketing Manager – Aresti

BUSINESS CHALLENGE

Rioja DOCG wanted to evaluate the satisfaction levels attained at different events, from the perspective of both the consumer and participating wine producers. They also wanted to determine the impact of promotional campaigns ran in 7 key export markets.

Key respondents included:

• Retailers
• Importers and distributors
• Journalists
• Buyers
• Wine producers

SOLUTION

Wine Intelligence leveraged our proprietary quantitative survey platform, Vinitrac®, in order to communicate with the population of interest across the 7 markets. Sample sizes varied in accordance with the population of each market. We combined region health measures, standard basepack questions, with project-specific modules to quantify Rioja’s region imagery and positioning.

IMPACT

Rioja could identify the true positioning of the region in each of the markets and across time identifying in which markets the brand was growing and improving. By speaking to key members of the wine trade in export markets, as well as wineries closer to home, Rioja DOCa could then adapt their promotional campaigns in each market depending on the needs for the region and therefore have more precise and relevant campaigns. They could take advantage of the decrease of traditional regions in developing/growing markets and garner the appeal of a range of diverse styles.

TESTIMONIAL

“The work and support provided by Wine Intelligence delivers enormous value, going beyond the excellent and rigorous data and insight they provide. Wine Intelligence provides us with market intelligence, a rigorous framework, and in particular has provided us with the capacity to understand our customers’ needs and bring thoughtful and actionable solutions to our business.”

Ricardo Aguiriano

Marketing Director – Rioja DOCa

BUSINESS CHALLENGE

Montes Wines wanted to deepen their understanding of the consumer relationship with their brand, Montes, in South Korea. In detail, they wished to:

• Understand the perceived brand positioning with current and potential Montes customers, comparing it against a competitive brand set

• Understand the relevance of brand imagery with consumers

• Understand how to successfully brand in South Korea

SOLUTION

Wine Intelligence proposed a series of focus groups to take place in Seoul, and an additional quantitative stage surveying a representative sample of 1,000 imported wine drinkers in South Korea. This integrated approach allowed both an in-depth exploration of potential and actual customer brand perceptions. We learned about the positioning of Montes among consumers and also opportunities for new product extensions.

IMPACT

The client could identify the positioningng of the brand and act upon it to launch new brands that could be more competitive in the market.

TESTIMONIAL

“We required information about the positioning of our brand to determine possible opportunities in the South Korean Market a task for which we relied on the support from the team of specialists at Wine Intelligence. At each stage of the project, the work produced by the team was extremely professional, resolving any doubts we may have had, and providing useful suggestions. The results were presented clearly, included recommendations, and were delivered within the time frame provided, which was what we needed in order to evaluate future strategies. We have no doubt that we can rely on Wine Intelligence as a strategy partner to trust with future studies.”

Eduardo Wexman

Gerente de Marketing – Montes

BUSINESS CHALLENGE

The Comissão Vitivinicola Regional do Tejo engaged Wine Intelligence to advise and lead on the development of a strucured and cohesive export strategy for this wine region. While exports had been growing, volumes only accounted for 30% of total production, and in-market support programmes were not all delivering export volume growth.

The brief was:

• Help the region identify the 5 or 6 export markets which are most important to the region’s long-term growth
• Help to develop, plan and execute market growth programmes for each of these key export markets

SOLUTION

Wine Intelligence led an initial phase of work using the WI Compass report and supported by multi-country trade interview programmes, to identify the 6 most relevant export markets for this wine region.

The next work-phase developed an overall export strategy, delivered as a comprehensive export development plan: The CVRTejo International Market Growth Workbook.

After this Workbook had been endorsed by the region’s producer community,  Wine Intelligence was retained to advise on implementation by:

• Supporting in-market development in each market
• Reviewing and reporting on export performance in each market against plan
• Planning, facilitating and reporting on export planning and review workshops three times a year

IMPACT

• Implementation of in-market support teams
• Exports to the 6 key markets: volume up by 24% in 2016

BUSINESS CHALLENGE

Taylors Wines wanted to test consumer responses to a range of potential different innovative wine products in Australia, targeting two distinct consumer segments (from the Wine Intelligence Portraits segmentation) in order to prioritise concept development.

SOLUTION

Wine Intelligence conducted focus groups with wine drinkers drawn from the two target consumer segments in order to explore the potential opportunities of the proposed new innovations. A guided group discussion examined factors such as:

• Unprompted feedback and reactions
• Likelihood to consider & purchase
• Fit with Taylors brand
• How the concepts could be improved

IMPACT

Our findings were used to inform the Taylors team investment and development strategies in terms of development of new innovations and products.

TESTIMONIAL

“The team at Wine Intelligence have been integral in providing clarity in the cloudy world of product development & innovation. Their insight has been a solid platform allowing Taylors to successfully build new products and industry innovations.”

Pieter Klein

New Product Development Manager

Taylors Wines

BUSINESS CHALLENGE

Brown Brothers wanted to develop a method to measure and track brand and varietal health and brand associations in the Australian market.

SOLUTION

Using Wine Intelligence’s proprietary omnibus survey tool, Vinitrac®, we were able to provide data that tracked the shift of consumer attitudes and behaviours over time. Consumers answered questions on:

Standard brand health tracking: awareness, purchase, affinity and recommendation

Awareness and purchase of specific varietals

Prompted brand associations for a range of brands in the Brown Brothers portfolio

IMPACT

Our findings assisted the brand and marketing teams to understand current associations of the brand compared to a competitive set.

TESTIMONIAL

“Wine Intelligence has been working with Brown Brothers to provide insight on brand and product opportunities through bespoke research projects. Their Vinitrac® tracking has also allowed us to set measures on key metrics and evaluate the effectiveness of our marketing activities over time. From planning and methodology to presentation and interpretation of data, Wine Intelligence continues to be a valuable research partner for Brown Brothers.”

Sarah Watt

Export Manager- Marketing

Brown Brothers

BUSINESS CHALLENGE

Berry Bros & Rudd, a 300 year old wine merchant based in the UK (that acts as an importer, retailer, wholesale and spirits brand owner), had identified a number of lapsed customers within its UK customer base. The merchant wanted to investigate the reasons for lapsing, motivations, perceptions and future behaviour intentions of these customers with the aim of re-engaging them.

• Understand why BB&R customers have lapsed and develop hypotheses as to how to get them back
• Explore respondents’ perceptions of BB&R’s offering (e.g. online interface, delivery service, wine club)
• Understand future intentions for respondents in terms of wine purchasing and how BB&R could improve their offerings

SOLUTION

This case called for comprehensive quantitative research which allowed us to draw substantive conclusions about the behaviours of lapsed customers, and explore lapsed customer opinions in real detail.

• Segmentation of lapsed customers (no transaction in the past 24 months) into 3 groups based on demographics, wine shopping habits, relationship with Berry Bros & Rudd and motivations

• The survey explored attitudes, customer motivations, potential barriers, value perception, service perception and communications value/relevance

IMPACT

The survey has been used to help BB&R to develop insight into current and target customers and to segment them into typologies to improve marketing and selling.

TESTIMONIAL

“Having worked with Wine Intelligence for many years we have been able to develop a great working relationship that allows us to hone in on the key issues we want to explore  and receive information and insightful data back from the research that we can act on with confidence and clarity.”

BUSINESS CHALLENGE

On behalf of Australian wine businesses, Wine Australia commit to tracking the perception and performance of the Australian wine offer in key export markets.

SOLUTION

Using Wine Intelligence’s proprietary omnibus survey tool, Vinitrac®, we provided data that tracked the shift in consumer attitudes towards and purchasing of Australian wine versus wine from other origins. Wine consumers answered questions on:

• Quality perceptions of Australian wine
• Attitudes towards Australian wine
• Purchase of Australian versus vs. wines from other origins

IMPACT

Insights used to measure positioning of Australian wine and the effectiveness of marketing spend & messaging in key export markets.

TESTIMONIAL

“Wine Australia has worked with Wine Intelligence for a number of years to monitor and track consumer attitudes and perceptions towards Australian wine in key markets around the world. The insights provided have assisted in highlighting opportunities for Australian wine as well as identifying areas of concern.”

Peter Bailey

Manager, Wine Sector Intelligence

Wine Australia