The challenge

We were challenged by a global wine producer to help them understand wine shoppers’ habits to drive standout for one of their brands.

  • What we did

    Using our unique in-store methodologies, we analysed how shoppers interacted with the wine category, giving us an understanding of their subconscious habits and how they really felt about the products on sale.

    What we found out

    • The wine category has become commoditised for many shoppers who are using price as a guide at shelf
    • Shoppers describe their consumption occasions in generic terms
    • Sub consciously taste and quality are still the most important factors for shoppers when buying wine
    • Recommendations from peers are more important than experts