Customer Wine Buying Personalities
Constellation Brands, a large wholesale liquor and wine distributor, has extensively studied customer buying personalities in both the retail and the restaurant market. From their 10-year ongoing survey, they divide the market into six wine market segments:
Price driven (21%) – savvy shoppers who know their preferences. They shop mostly by price.
“I believe you can buy good wine without spending a lot”
“So price is a top consideration.”
Satisfied sippers (20%) -regular everyday wine drinkers with loyalty to a specific brand and/or varietal.
“Wine drinking is part of my regular routine.”
“When I find a brand I like, I will stick with it.”
Image seekers (18%) – want wines that respected people have rated highly or considered classic
“How others perceive me is important.”
“I want to live a life that impresses others.”
Wine enthusiasts/explorers (10%) – looking for hidden gems, unusual wines, willing to try new wines
“I love everything about the wine experience.”
“I love researching wine, reading reviews, shopping, discussing, drinking, and sharing.”
Engaged newcomers (12%) –
“Wine is a big part of the socializing I do.”
“I’m interested in learning more.”
Confused/overwhelmed (19%)-engaged newcomers who are unaware of or don’t have wine preferences as yet.
“I drink wine, but it does not play an important role in my life.”
“I don’t enjoy shopping for wine, and find it complex and overwhelming.”