To maximize sales, you need to know your customers. According to a 2021 report from Wine Intelligence, a global group that specializes in wine-industry research, men and women who are regular wine buyers tend to fall into one of six categories. We’ve taken these Wine Intelligence segments and provided tips for appealing to each group.
Mainstream Suburbans – 23% of wine buyers
These are middle-aged and older drinkers who consume wine frequently—usually informally—but spend the least per bottle.
- These are your value hunters. Make it obvious when you have bargains to find, provide promotions that allow them to stock up, and group deals with other opportunities that might allow these customers to discover new products and price points.
Senior Bargain Hunters – 20% of wine buyers
One of the largest segments, but also the least frequent drinkers. As the oldest category, they have typically accumulated significant wine awareness, but are now committed to specific favorites. They base their buying decisions on opportunities to save on their preferred products.
- Trends are important, but remember that traditional favorites will always have a place on the shelf. You may even consider highlighting them as such to smooth the purchasing journey for this audience.
Kitchen Casuals – 18% of wine buyers
Similar to Senior Bargain Hunters, these buyers are distinguished by how infrequently they consume wine on-premise.
- Consider always highlighting a few of the most highly recognizable brands to catch these buyers’ eyes.
- Ensure these individuals act on their casual purchase intent with quick, simple deals on traditional favorites.
Social Newbies – 15% of wine buyers
The youngest segment, they are capable of drinking wine often and being high spenders, but they have not yet fully integrated wine into their lifestyle. With limited wine awareness, and as a demographic highly motivated by shopping advice from social media, they will usually be extremely open to recommendations.
- Ensure your staff or displays are prepared to provide recommendations and advice on which products to try first. While it is true that the tapping of wine knowledge is an exciting part of wine buying, and thus strong recommendations could put off other buyers, this particular demographic will love suggestions.
Engaged Explorers – 13% of wine buyers
This segment is distinguished by their love of experimenting with wine styles and regions, and they thrive on a sense of discovery. Younger to middle-aged, they are the most frequent wine buyers and the biggest spenders.
- Consider a display of premium, international, and niche wines, perhaps highlighting the regions creatively or providing background facts.
- The perception of premium is important, but for the Instagram generation, this means more than being expensive-looking. Find ways to show thought and knowledge went into crafting your selections and displays for this audience, like the use of regional accents or props.
Generation Treaters – 11% of wine buyers
Primarily millennials, they are the most frequent drinkers, but only average spenders. Being new to wine, they are willing to experiment and learn.
- Provide an on-ramp. Highlight good first-time wines as such, but also group them with similar products for return buyers seeking to stock up on their next wine.
Understand who your wine customers are and use that knowledge to drive your marketing efforts. Then sit back and watch your wine sales grow!
