What Drives Consumers to Purchase Certain Wines?



Monday April 13, 2015 Author: Adrian Categories:



Understanding purchasing behavior has always been a challenge for marketing specialists. While it may seem as if wine drinkers purchase their wine by focusing on the year, region, notes and overall quality, there are a variety of other reasons that drives consumers to purchase certain wines (whether subconsciously or not). So what attracts wine buyers to particular bottles?

Label Appearance

How many times have you chosen to purchase an item based on the way it looks? Most likely, you have done this many times. In today’s world, visual appearance can appeal to mass consumers even if you can’t quite understand the language on the label. For this reason, the appearance of wine labels significantly influences purchasing choices, with two out of three consumers claiming to have selected a bottle because of its label, according to a 2014 Gallo Consumer Wine Trends Survey.

If you think about it, a “fancier”-looking label will seem more high-end if you don’t know anything about the bottle, right? While the initial purchase may be influenced by the appearance of the label, the quality is what makes these buyers repeat customers.

Social Media Exposure

Social media has become an increasingly popular way to communicate with other wine enthusiasts. It allows wine consumers to share their passion for wine with others, whether they’re new or experienced in the wine business, and get recommendations on great wine finds. With the ability to share photos, food pairings, tastings, price, quality and offer suggestions to others, social media serves as a practically essential tool for wine drinkers who want to be a part of the community. A specific wine that has plenty of positive attention and reviews will surely drive consumers to make the purchase.

Wine Scores

On a similar note, expert opinions also naturally influence wine purchases. In one northern California study, sales in a grocery chain increased by 25% for bottles that had a wine score attached to the price, with higher-scoring wines selling more than the lower-scoring ones. We know wine ratings come from publications in the business, so it makes sense that consumers find them to be a trustworthy source.

Hint: If you’re purchasing wine based on its score, learn which publication’s ratings are in line with your style of wine. This will make for a more reliable judgment.

Size Matters

A trend that is gaining popularity, particularly among younger wine drinkers, is the convenience of small wine bottles. These bottles usually contain 187ml and frequently have a screw top for easy access. Benefits of small wine bottles include convenience, easy access to a variety of wines for mixing experiments and the ability to taste a variety of wines at a lower cost. These trendy bottles have been widely accepted and the demand is increasing quickly. Outdoor events, like concerts, festivals and picnics make the small wine bottle a convenient and more portable option.

Wine consumers are driven by a variety of reasons to purchase specific wines. Whether it is appearance, size or third-party influences, the taste is what keeps consumers coming back for more. When you find an excellent bottle of wine, share your finding! Your wine friends are sure to appreciate it.


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