1/​3 Order Wine More Often

Wine in Restaurants and Bars Challenged by Myriad Brands but Consumers are More Engaged, Technomic reports. Wine sales on-​premise benefit from balancing familiar and new selections and helping consumers easily navigate the offerings. One-​third report ordering wine more often in restaurants and bars.

Slow growth is the outlook for wine sales in restaurants and bars in 2015, although venues that sharpen their selections and price strategies while incorporating options and innovations stand to realize greater revenues, finds a new study from Technomic, On-​Premise Wine: Opportunities, Challenges and Innovations.

"Consumers today are intrigued by wine, and one-​third report ordering wine more often in restaurants and bars. The marketplace is so crowded with brands, varietals and styles, however, that it can be overwhelming," observes Donna Hood Crecca, senior director at Technomic.

"What's more, today's wine drinkers' loyalty to supermarket brands can be fairly strong, but consumers also seek what's new. We find selection, menu and price expectations vary by type of restaurant or bar. Wine on-​premise is a complex, dynamic marketplace‰ÛÓachieving growth requires focus."

The Technomic study found that 35% of consumers overall are interested in wine lists presented on iPads/​tablets. 48% of consumers aged 21–35 are interested in this.

Consumers are most likely to have increased their wine consumption: 33% have been drinking wine away from home more often.

70% of consumers are likely to order the same brand of wine in a restaurant or bar that they purchase at retail.

Your local wineries and vineyards can use this information to their advantage! Help them swing wine consumers away from retail, bars and restaurants, and toward wineries by knowing more about vineyard visitors! AudienceSCAN reveals that 13% of adults have visited a winery or vineyard in the past 12 months. 55% are women. 53% of them love traveling across the U.S., so get them to stop by a winery while on vacation. These sippers and swirlers are 129% more likely than average to have purchased and used a daily deal voucher for a business they've never used/​shopped at previously, so try signing the local vintner up for one today!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.