As the world wine market and the number of producers competing for a share in that market increases, it has become more important for producers, both small and large, to understand the needs of the wine consumer. That is, the qualities that consumers are looking for in different styles of wine. What is clear from the market analysis of any product is that there are subsets of consumers whom each have a distinct set of requirements. Through a greater understanding of these needs, groups of consumers can be targeted by specific products and marketing campaigns. Obviously, the ability of a product to suit the needs of consumers is important in determining whether that product will or will not be successful. This means that the identification of important elements for different wine consumers is crucial for product acceptance and subsequently also, success.

Historically in relation to wine, a number of factors have been shown to be important in the purchasing decisions of wine consumers. These include brand, the price and origin, as well as the perceived benefits of a wine, such as social status. More recently however, a new approach has been taken which involves the identification of key consumer segments based on differing mind-sets. These studies are based on the assumption that different segments of consumers exist which are each interested in a particular set of product attributes, such as a range of flavors or perhaps even premium quality. These different segments or mind-sets are based on broad psychological profiles. It seems quite possible that such mind-sets may in fact underlie the previously illustrated role of factors such as brand in consumer acceptance of red and white wines.

Segments of the Wine Market

We recently investigated the nature of the market segments for wine consumers and the individual elements that drive consumer acceptance for red and white wines. From these studies, the following segments were identified:

1. Red & White Wines -- Segment 1 ('Sensory explorers'). The most important feature for 'Sensory explorers' is a range of flavors and sensations. These consumers like wines that look, smell and taste interesting. They are in search of new tastes and sensations that they have not encountered before. Of interest is the fact that these consumers are less interested in wines made by large commercial wineries. In addition, they are willing to ignore traditional wines in search of new sensations.

2. Red & White Wines -- Segment 2 ('Classics'). These individuals are only interested in traditional style wines. Any wine that is different from that detracts from product acceptability. They want wines made in traditional regions from traditional grapes. They are not interested in experimenting with wines that differ from the norm. This group made up the largest proportion of both the red and white-wine samples.

3. Red & White Wines -- Segment 3 (Imaginers'). These consumers appear to enjoy the emotional and brand benefits of wine. This includes using wine to celebrate a special occasion, or as a traditional and natural accompaniment to food. Branding as well as some classical wine descriptions also add to product acceptance. These consumers are the most interested in information such as the region from which the wine was made, the history of the vineyard or the types of food that will match the wine.

4. Red Wines Only -- Segment 4 ('No Frills'). 'No Frill' consumers are interested in a simple wine that will not cause them any trouble and is easy to drink. They are not interested in appreciating a wine, they just want something that they know will meet some specific expectation such as a wine of adequate quality that helr even allusions to fun occasions for wine consumption, these should be a focus of any marketing strategy directed at them. For 'No Frills' consumers, simplicity without any attempt to impress them by the features of a wine, its label or where it was grown is required. By taking these mind-sets of consumers into consideration, producers can be better able to meet the expectations of consumers and in turn their wines will achieve greater sales. wbm