Not only that, but they also have broader repertoires than older consumers.
Gallo in recent years has expanded into all wine levels and also has a spirits division.
The study found that premium wine drinkers will drink lower-priced wine.
That may not be a surprise. We’ve known for years, for instance, that someone who drinks Knob Creek on weekends or special occasions will drink Jim Beam on a weeknight.
The study found that at all income levels, more wine drinkers are spending their discretionary income on luxury wines. It also found that premium wine drinkers are more exploratory, more knowledgeable and more social in their consumption.
Gallo routinely surveys consumers to gain insights for its own purposes. Sometimes it also shares them.
Interestingly, the Gallo study finds that at all income levels, more wine drinkers are spending discretionary income on luxury wines.
No surprise that the study found older consumers tend to enjoy wine more often than younger drinkers. But it was interesting to note that interest in fine wines usually starts somewhere between 21 and 30, a result of a friend introducing a person to fine wine.
What are wine drinkers drinking? Sixty percent prefer wine with a little sweetness, the study found. Indeed, “light and approachable” wines, such as prosecco, Moscato and sparkling are more popular than ever before.
Speed and efficiency drive their shopping experience, the consumers survey said. And 39% of wine shoppers say shopping for wine can be confusing.
Some 21% of those surveyed say they purchases bev/al online in the past year. Those same consumers say free shipping is the single most important attribute for online shopping, a conclusion that’s not exclusive to wine. Indeed, free shipping is more important than price or variety of assortment.
Gallo’s consumers said e-commerce is best for buying wines that are hard to find. It’s best for imported wines, and it saves time.
When it comes to their regular brands, consumers like to buy in store. In store is also be best way to buy a gift, to explore or to find a new wine or spirit. And, of course, when you need it now, a retail shop can’t be beat.
Cans, tetra packs and single serve formats are expanding, and 41% of wine consumers told Gallo they would be wine in these formats it they knew the wine was of good quality.