The 2015 Gallo Consumer Wine Trends Survey, which intended to capture wine drinking attitudes and behaviors of Americans, found that 35% would consider themselves to be “wine adventurers,” meaning they’ll try a new variety of wine.
There is also room to win over new drinkers, as 30% of younger wine drinkers consider themselves to be “wine novices.”
The survey was funded by E. & J. Gallo Winery, producer of Barefoot Cellars, Dark Horse, and Gallo Family Vineyards, and undertaken by Libran Research & Consulting.
More drinking occasions, more wine varieties
The survey found that 85% of the 1,000 “frequent wine drinkers” surveyed (aged 21 through 64) now believe that wine is appropriate for both casual and formal settings. Approximately 82% of these frequent drinkers are said to enjoy between one and five glasses per week.
Consumers were presented with a list of 40 well-known wine brands across price levels and answered that they purchase an average of 3.2 brands on a regular basis. Even so, Americans said they would like a diverse range of wines styles, packaging and sizes.
Stephanie Gallo, Gallo’s vice president of marketing, said the company is using these survey results to help build a more robust, complete profile of the American wine drinker. She said it needs to cater to a set of “evolving wine preferences at the dinner table, in their backyard and everywhere in between.”
Millennials more social
When it comes to millennials versus baby boomers, the younger millennial crowd is more likely to drink wine when socializing with friends (22% for millennials versus 11% for baby boomers), while boomers are more likely to drink wine during a family meal (33% for baby boomers versus 22% of millennials).
Millennials are also more likely to drink wine based on the personality and originality of the label, while baby boomers will likely look at region of origin and product details.
32% of wine drinkers believe wine in a can is well-suited to picnic or outdoor cooking
Four out of 10 millennial drinkers worry about mispronouncing a wine name
Millennials are more likely to base their choice on wine’s personality; baby boomers are likely to look at region of origin and product details
Much of millennials adventurous nature shines through in their likeliness to purchase rosé, as between 70% and 75% said they are interested in the blush wine in July or August. In September, this drops to 52%, but the company said this interest is “indicative of millennials’ interest in a more diverse selection of wine overall.”
In addition to a feeling of adventure with wine, most frequent drinkers aren't intimidated by the beverage. However, four out of 10 drinkers worry about mispronouncing a name, 34% are afraid they’ll be judged for their wine choice and 31% feel uncomfortable talking about wine with others.
Even so, 42% realize wine is becoming less formal and more social, seeing barriers and concerns removed for many.
Taking one to go
The on-the-go packaging trend is making noise in the wine industry, as portability and convenience were more popular in this year’s survey. Boxed wine was noted as a “convenient option” by 37% of respondents, with 54% open to using casual boxed wine as their “go-to” at home.
Approximately 32% of wine drinkers said they believed wine in a can as “portable and perfect for picnic or cookout scenarios” where bringing a bottle would not be convenient.
Outdoor events are the primary reason people clamor for this on-the-go packaging, which have included:
- 187ml bottles by 42% of wine drinkers
- Tetra Paks by 43% of wine drinkers
- Cans by 60% of wine drinkers
"Gallo is constantly listening to our consumers and leading the charge to provide them with styles and packaging options that make it easier to enjoy wine on their own terms," E. & J. Gallo Winery spokesperson Natalie Henderson told BeverageDaily.
"Given that, we are pleased to see frequent wine drinkers responding so positively to products that we have already released into the marketplace such as high tier box, 187ml bottles and more. Armed with this year's feedback from consumers, we will continue to evolve in order to accommodate a shifting cultural landscape."