CONSUMER WINES

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CONSUMER WINES Not volume wines . Dr Anthony
Saliba
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Defining Consumer Wines

• The concept of a consumer wine is used
  interchangeably depending on the context
• Paradigm shift in the wine Industry
• START with the consumer
• Consumer Wine produced from at least informal
  assessment of consumer preference, with the aim
  of substantially meeting a range of demands.
• Note wine produced to meet ONE demand (e.g.
  price) if not consumer wine.

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Key Drivers

• Flavour
• Label
• Region
• Price
• Brand
• Packaging etc
• Well just focus on flavour

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Paradigm Shift

• START with the consumer
• Integration of winemakers and marketers
• Influencing a wine to meet specific demands
• Move away from quality as the only metric
• and the thought that there is an ideal wine

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Listen to the Consumer
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Design for Self Fallacy
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Challenges

• Most wine consumers can only communicate whether
  they like or dislike a wine
• What if the research tells us to make an
  implausible wine?

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Preference Mapping
Start with gt or 20 wines DA with expert
panel Choose 7 Consumer testing Ideal wine?
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(No Transcript)
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to the wines
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Sandpiper Pinot Gris

• Pinot Gris is one of few grape varieties that
  remained in high demand over the last few years
• Demand probably still outstrips supply, which
  impacts the price per bottle
• Fascinating (well, surprising at least) consumer
  interest has been strong and so far sustained
• Typical Pinot Gris descriptors floral, lychee,
  apple, pear, nectarine, white peach, apricot,
  passionfruit, honey, nutty

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Yalumba Viognier

• Originally grown in the Rhône Valley
• Oldest Viognier in Australia behind Elgee Park in
  the Mornington Peninsula
• Planted in 1980 in the Barossa
• Golden colour, honeysuckle, lemon, spice aroma
  with tropical fruit and lychee flavours.

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Brown Brothers Rousanne

• Cellar door research revealed the consumer appeal
  (floral, peachy)
• Relatively rare variety of grape originally grown
  in the Rhône River Valley in France.
• In France, traditionally blended
• In California the grape was confused for some
  time with Viognier
• Wines based on Roussanne can mature gracefully,
  holding up well a decade or more after bottling

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Marlborough SavBlanc

• Lot of preference mapping work has been done on
  this region and variety, so we know exactly what
  it is that attracts consumers

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USA Consumer Study 2005 Vintage Results
2005 Sauvignon blanc Principal Component Analysis
Canned Asparagus
Fresh Asparagus
Capsicum
Flinty/Mineral
Bourbon
Second Principal Coordinate (26.3)
Sweet sweaty passionfruit
Passionfruit skin
Tropical
Honey Mead
Apple
Stonefruit
Apple Lolly
Citrus
Slide provided by Cynthia Lund at HortResearch,
Ltd
First Principal Coordinate (42.6)
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Brown Brothers Moscato

• fruity and refreshing
• Consider the segment/context this slots into
• Called a wine but really an alternate product as
  it differs from the traditional by so much
• Cellar door research showed two markets
• (1) inexperienced drinkers looking for an
  introductory product
• (2) a good food match with lighter deserts

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Brown Brothers Barbera

• Cellar door research showed much consumer
  interest
• Raspberry, strong vein of acidity, subtle savoury
  
• Aged in large old barrels
• Proved to be a great food partner in their
  Epicurean Centre
• Good example of the increased demand for
  lighter styles

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Queen Adelaide Shiraz

• A3.99
• When Southcorp moved QA label out of this price
  point, sales declined
• Good example of a volume wine, due to price point

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Yellowtail Shiraz

• Produced via best of breed method
• Developed specifically for the US market
• Spice, liquorice, black currant
• Soft tannins, French oak
• Ripe fruit flavours
• Volume wine BECAUSE of good flavour match to the
  markets preference

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Pink and Jewel Pink

• Pink produced to appeal to young females
• Savvy move because this market previously drank
  little wine created a new market!
• Some innovative packaging used
• Follow-up research suggested that the calorie
  level was an issue
• Result is Jewel Pink! (released March 2007)
• 11 cf 6 alcohol
• 40 less alcohol

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• So, next time you drink a wine.
• Thing to yourself, who was the winemaker trying
  to appeal to with this wine..