The Italian wine group Santa Margherita has published an in-depth research on consumption patterns of wine, and on the criteria of choice and purchase, made in collaboration with the market research company Swg Tomorrow. The study reveils that 75,7% of Italians consume wine, and that about 50% of the interviewed drink it almost every day, mainly at home (58,7%). The purchase decisions are firstly motivated by color (58,8%), while for 27,1% the choice is split between still and sparkling wines. Brand and varieties are considered only by 22% of the consumers: only 50% of respondents are able to spontaneously mention a brand of wine. About 50% of the interviewed choose their wine in a well specific price range: 40,2% prefer inexpensive wines (less than 3 euros), 30,9% want to spend no more than 5 euros, and the remaining usually buy premium wines. More than 76% of the interviewed buy premium wines when bottles are going to be used as gifts. About 60% like to experiment new labels and denominations, suggested by friends and relatives other than by advertising campaigns on television, radio and print, while the remaining 40% use to buy always the same kind of wine. "The research - commented Lorenzo Biscontin, marketing director of Santa Margherita group - shows that the Italian wine market is more and more segmentated, and that buying decisions are no more determined by socio-demographic profiles only, but also by consumption occasions".
Wine marketing is not an easy job at all. In Italy, in fact, 40% of the consumers continue to buy the labels they have always bought, and the remaining 60% go looking for new wines driven more by the "word of mouth" than by the traditional brand advertising. The solution? Try to set up a wide "umbrella brand" under wich consumers can find many different wines, coming from different regions... And why not start using wineries' blogs to increment "word of mouth"?
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