Wine Opinions Vinitaly Survey: Preliminary Findings to ... · PDF fileWine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate ... Posi7ve review

PresentedatVINO2017*NYC,February6th,2017

Wine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate

*Organized by ITA Italian Trade Agency

| February 2016 | 2 © 2016 Wine Opinions. All Rights Reserved.

Survey Objectives and Methodology ü  Surveyof1,463membersoftheWineOpinionsconsumerpanel

ü  Establishbaselinesofcurrentawareness,usage,andpercep@onsofItalianwinesandwinesofprincipalcompe@ngregions

ü  Relevanceofprint,online,andsocialmediaassourcesofwineinforma@on,discussion,andpurchaseinfluence

ü  Thecompe@@velandscapeofimportedwinesontheU.S.market,includingpreferencesbyregioninprice/occasionsitua@ons

ü  FamiliaritywithleadingItalianwineregionsandwines

ü  “Likesanddislikes”qualita@vecomments

©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.


Respondents by Age Segment and Gender

8%

19%

17%28%

28%

20s 30s 40s 50s 60+

53% 47%

Male

Female

Under40:females=58%/males=42%


| January 2017 | 4 © 2017 Wine Opinions. All Rights Reserved.

21%

8%

6%

5%

5%

4%

4%

3%

3%

3%

3%

3%

California

NewYork

Texas

Florida

Illinois

NewJersey

Ohio

Virginia

MassachuseWs

Washington

Pennsylvania

Arizona

NewYorkMetropolitanArea“LiveorWork”=

7.4%%

Top States Represented



Respondents by Consumption Frequency

33%

51%

9%

5%

2%

Every day

Few times a week

About once a week

Several times a month

Less often*

HighFrequency

Consump7onbyAge:

20s–83%30s–81%40s–81%50s–88%60+-89%

©2017WineOpinions.AllRightsReserved.

*Includesmonthlyandonceevery2-3months–lowerfrequenciesweredisqualified.



Frequency of Purchase by Price Point

PRICESEGMENT WEEKLY MONTHLY SEVERALTIMES/YEAR LESSOFTEN NEVER

Under$12 34% 27% 14% 16% 9%

$12-$14.99 25% 38% 20% 14% 3%

$15-$19.99 16% 37% 29% 14% 4%

$20-$29.99 8% 27% 33% 23% 9%

$30ormore 4% 15% 31% 30% 20%

Respondentsunder40moreojenbuywinesunder$12.

FrequentItalianwinepurchasersmoreojenbuywines$12+.©2017WineOpinions.AllRightsReserved.©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.


Social Media Usage Related to Wine (Percentwhovisit,post,exchangeinforma7onorimagesonwinemonthlyormoreojen)

45%

11%

6%

12%

17%

15%

9%

3%

Facebook

Twitter

Delectable

Pinterest

Instagram

Vivino

YouTube

Hello Vino

Under40usageishigherforall

channels–nearlydoublefor

InstagramandDelectable



Purchase Influences (Percent“very”influen7albyinfluencetype–“7”onascaleof1-7)

42%

25%

31%

13%

60%

45%

8%

5%

21%

Advicefromwineknowledgeablefamilymember

90+scorefromrespectedcri7c

Recommenda7onfromretailstorestaff

Wineisonsalefor10%offormore

Tastedwineinstore

WineisfromcountryorregionIlike

Recommenda7onthroughanapp

Wineisondisplay

Posi7vereviewIreadinprintoronline

Under40skews

higher:“Advicefromfriendorfamilymember”and“Wineisfromcountry

orregionIlike”



Imported Wine Purchases (Pastyearpurchasehistorybycountryorregion)

Purchasefrequently

Madeseveralpurchases

Madeoneortwopurchases

Notpurchasedinpastyear

France 27% 30% 26% 17%

Spain 19% 31% 29% 22%

Portugal 6% 16% 35% 43%

Italy 30% 34% 26% 10%

Australia 12% 27% 34% 27%

Chile 11% 26% 36% 26%

California 66% 23% 8% 2%

Italianwines“purchasefrequently”Under40=34%



“Purchase These Wines Frequently” by Age Segment

COUNTRY/REGION 20S 30S 40S 50S 60+

France 32% 35% 28% 27% 22%

Spain 18% 25% 23% 18% 18%

Portugal 3% 7% 8% 3% 7%

Italy 29% 37% 34% 29% 28%

Australia 8% 12% 13% 15% 13%

Chile 8% 15% 14% 11% 10%

California 61% 52% 63% 72% 75%

(Percentwhomadefrequentpurchasesinpastyearbyageandcountry/region)



Most Likely Choice Among Regions by Occasion and Price

COUNTRY/REGION $10-$20WINEFORCASUALMEALATHOME

$20-$30WINEFORDINNERPARTYATHOMEOFAFRIEND

$10-$15GLASSOFWINEINARESTAURANT

France 9% 21% 20%

Spain 10% 5% 5%

Portugal 1% 1% 1%

Italy 16% 19% 21%

Australia 5% 3% 3%

Chile 8% 4% 5%

California 51% 47% 44%

(Percentbyregionpreferenceforeachoccasion/pricesegment)



“When you think of Italian wines, what word or words come to mind immediately?”

©2017WineOpinions.AllRightsReserved.©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.


Neverheardof Totaltrial Buyoccasionallyorfavorite

Barolo 17% 70% 46%

Barbera 17% 75% 49%

Barbaresco 22% 63% 34%

Chian7 2% 94% 67%

Chian7Classico 6% 87% 64%

DolceWo 22% 55% 25%

Nebbiolo 24% 66% 44%

BrunellodiMontalcino 28% 60% 41%

Montepulcianod’Abruzzo 24% 63% 40%

Valpolicella 30% 59% 34%

SaliceSalen7no 57% 23% 10%

VinoNobilediMontepulciano 33% 55% 31%

Nerod’Avola 40% 46% 28%

Lambrusco 12% 67% 17%

Aglianico 50% 36% 18%

Awareness/Trial/Purchase



Neverheardof Totaltrial Buyoccasionallyorfavorite

Prosecco 4% 88% 64%

As7 9% 75% 28%

Moscatod’As7 6% 77% 30%

Gavi 48% 37% 18%

Orvieto 44% 38% 17%

PinotGrigio 0% 98% 68%

Frasca7 44% 31% 8%

Soave 35% 47% 19%

Verdicchio 45% 38% 16%

GrecodiTufo 67% 19% 8%

Falanghina 66% 21% 10%

Vermen7no 47% 38% 17%

Fiano 68% 17% 8%

VinSanto 54% 27% 9%

Franciacorta 67% 18% 8%

Awareness/Trial/Purchase

©2017WineOpinions.AllRightsReserved.©2017WineOpinions,VinitalyInterna7onal–allrightsreserved.

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FurtherInforma7on:www.extraordinaryitalianwine.us

Wine Opinions Vinitaly Survey: Preliminary Findings to ... · PDF fileWine Opinions Vinitaly Survey: Preliminary Findings to Italian Wines and the American Palate ... Posi7ve review

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