Only two methods exist for predicting consumer trends and behaviour: using a crystal ball or conducting thorough consumer research. For the third year, Vintelligence conducted the Great BIG Wine Survey brought to you by Hollard and extends an invitation to business and trade leaders to register for a free webinar held on 3 February or to purchase a printed copy of the study's findings, which examined the wine consumption habits of 7500 South Africans.
Vintelligence, an independently owned business dedicated to serving the consumer research needs of the South African wine industry, serves as the informational link between wine growers, retailers, and consumers. The 2022 Great BIG Wine Survey (GBWS) was conducted from 22 August 2022 until the end of September under the experience and guidance of leading independent consumer insights agency, KLA, Peter McAtamney, founding principal of Wine Business Solutions (WBS) and Vintelligence. They were collectively responsible for the data analysis with the goal of promoting a revitalized South African wine industry. The goal was to gather analytical data to ensure that manufacturing, packaging, and marketing initiatives are in line with consumer needs.
Hollard supports this initiative as the value of this data for primary producers, and all participants in the value chain, is incredible. Andries Wiese, national business development manager for Hollard, says: "It allows all participants to manage and sustain a vibrant and mutually beneficial industry, together creating opportunities and a better future for all."
Insights from the 2022 Great BIG Wine Survey study will be provided during the webinar on Friday morning 3 February 2023 at 11h00. These insights will touch on price point, purchasing behaviour and wine journey, and will examine barriers to purchase and perceptions of wine, among other key insights.
For the first time Vintelligence is strengthening the consumer report with industry relevant wine sales data. Producers and manufacturers can engage with Vintelligence after the webinar if they are interested in a specific report section or want to analyse customised data points related to their specific client profile, comparing claimed behaviour to purchasing patterns.
“We can observe growth in premium wine consumption,” said Xania van der Merwe, the recently appointed director of Vintelligence. “This growth is being driven by a consumer base that is becoming more diversified in terms of age, income, and geography. Data from the GBWS can be used to support a targeted approach to consumers’ engagement. This data set provides the perfect basis for local wine producers to construct an efficient marketing plan that is supported by a clear brand strategy and narrative.”
For wine producers to allocate their resources wisely and make sure their digital marketing and e-commerce strategies are appropriate, the GBWS continues to provide insightful information. Finding out how consumers plan to purchase becomes crucial as they start buying wine in larger amounts once more as their budgets allow. The decision-making process before making a purchase is more deliberate now than it was prior to the pandemic, but thanks to data insights, wine producers can now speak with consumers directly, giving them the power to take control of their brand's narrative and inevitably unlock additional value by boosting profitability.
To register for the free webinar, please click HERE.
Wine industry stakeholders interested in finding out more about the 2022 Great BIG Wine Survey can contact Xania van der Merwe on hello@vintelligence.co.za.