View
225
Download
0
Category
Tags:
Preview:
Citation preview
Sonoma County Winegrape Commission Survey August 21, 2007
Acknowledgement and Thanks
• The Commission market research team included growers Pamela Gunsalus and Julie Hagler Lumgair.
Panelists are recruited from diverse sources online using various methods, to avoid source bias.
Currently 3300 members, about 2300 of whom are active.
Based on benchmarking vs. Wine Market Council data, the panel is representative of the “core involved wine drinker,” roughly 18 million consumers who are responsible for about 3/4 of consumer $$ spending on wine.
Panel includes smaller samples of less frequent wine drinkers and members of U.S. wine trade (producer, wholesale and retail/restaurant tier). Useful for contrast.
Panel members in every state, similar to distribution of core wine drinkers in U.S.
Answer 1-2 surveys per month, cash/gift certificate incentives
Wine Opinions Panel
Annual Tracking Study
California Regional Survey
620 Wine Opinions consumer respondents.
Provide measures of awareness, trial and image for selected California wine regions or appellations.
Measurement of visitation to regions by core involved wine consumers.
Evaluations of perceived wine quality, price positioning and value.
To be executed annually to provide tracking of basic awareness, trial, price, quality and visitation measures.
Difference from Regional in-depth studies: no AVAs or sub-regions, no testing of regional-specific image or messages or visitation activities, much less detail.
CA Regional Report
Source: Wine Opinions
Have NOT heard of
Heard of NOT tried
HAVE Tried
Lodi 32% 42% 26%
Livermore Valley 46% 45% 9%
Lake County 42% 44% 14%
Santa Barbara County 11% 50% 38%
Amador County 51% 30% 19%
Paso Robles 22% 34% 44%
Sonoma County 1% 23% 76%
Monterey County 7% 50% 44%
Napa Valley 1% 17% 83%
Mendocino County 12% 47% 41%
Regional Awareness and Trial
Percent by awareness and trial (in past 3 months)
Source: Wine Opinions
Leading VarietalsMany
differentDon’t know
Lodi CH 9%, WZN 5%, PG/SB 2% 9% 63%
Livermore Valley CH 7%, RL/SB 3% 7% 72%
Lake County CH/SB 9%, PG 4% 7% 63%
Santa Barbara County CH 19%, PG 7%, SB 5% 17% 40%
Amador County CH/SB/VG/WZN 3% 9% 70%
Paso Robles CH 9%, VG 7%, SB 6% 18% 45%
Sonoma County CH 37%, PG 6%, SB 4% 31% 13%
Monterey County CH 21%, PG/SB 5%, RL 4% 22% 36%
Napa Valley CH 36%, SB 6%, PG 3% 40% 9%
Mendocino County CH 12%, SB 5%, PG 4% 21% 46%
Regional Associations with White/Rose Varietals
Percent associate by region
Source: Wine Opinions
Leading VarietalsMany
differentDon’t know
Lodi ZN 23%, CS/ME 4% 7% 53%
Livermore Valley CS 7%, ME/PS/ZN 4% 7% 70%
Lake County CS/ZN 7%, PN 5% 8% 62%
Santa Barbara County PN 33%, ME 6%, SR 5% 13% 33%
Amador County ZN 23% 5% 62%
Paso Robles ZN 14%, SR 12%, CS 9%, PN 8% 15% 34%
Sonoma County CS 24%, PN 13%, ME 10% ZN 7% 32% 10%
Monterey County PN 13%, CS 9%, ME 7% 23% 34%
Napa Valley CS 49%, ME 6% 30% 8%
Mendocino County PN 10%, ZN 7%, CS/ME 6% 19% 46%
Regional Associations with Red Varietals
Percent associate by region
Source: Wine Opinions
Under $6 $6 - $10 $10 - $15 $15 - $20 Over $20
Lodi 3% 27% 46% 21% 4%
Livermore Valley 3% 24% 51% 19% 3%
Lake County 3% 21% 51% 21% 5%
Santa Barbara County 0% 9% 37% 39% 14%
Amador County 2% 17% 48% 26% 7%
Paso Robles 1% 11% 35% 41% 13%
Sonoma County 0% 6% 29% 38% 27%
Monterey County 1% 9% 41% 37% 13%
Napa Valley 0% 7% 21% 28% 44%
Mendocino County 1% 10% 41% 37% 11%
Pricing Estimates for Typical Wine, by Region
Percent stating price range (750ml)
Sonoma County Winegrape Commission Survey
Compare awareness and attitudes regarding Sonoma County and its wines to competing world and California wine regions.
Identify significant traits associated with Sonoma County and its wines.
Assess consumer and trade opinions of Sonoma County attributes, leading grape varieties, and wine quality and value in comparison to other regions.
Elicit consumer definitions and expectations of “wine country.”
Measure the relative merits of the Sonoma County appellation versus sub-appellations.
Measure visitation to Sonoma County and the effects of visitation on quality perceptions.
Survey Objectives
Online survey of 686 Wine Opinions panelists
565 high frequency and 121 occasional wine drinkers. 595 consumers and 128 trade members.
All states except the District of Columbia, South Dakota, Iowa, and Wyoming
Cross tabulations against age, gender, wine consumption frequency, California residents, visitors, high end wine buyers, Sonoma “fans”.
Calculated at confidence level of 90%, confidence interval range of ±2% to ±4% for entire sample
Survey Methodology
Consumer Respondent Profile
Sonoma County Survey
Survey Respondent Age Segmentation - Consumers
21-29 30-39 40-49 50-59 60 PlusSource: Wine Opinions
6
28
16
20
31
Percentage by age
Age segments – percentage in each segment by gender
Survey Respondent Age Segmentation - Consumers
Male
Female
21-29 30-39 40-49 50-59 60 PlusSource: Wine Opinions
4
7
1819
34
25
21
33
29
10
Survey Respondent Gender Composition - Consumers
Source: Wine Opinions
Percentage by gender
Male
Female
39%
61%
Consumer Respondent Consumption Frequencies
Daily Wkly+ Once Wk 2-3X Mo Once MonthSource: Wine Opinions
34
52
9
4
Percentages by segment
1
High Frequency Occasional
Consumption frequency percentages by segment and gender
Consumer Respondent Consumption Frequencies by Gender
Male
Female
Daily Wkly+ Once Wk 2-3X Mo Once MoSource: Wine Opinions
38
54
52 1
31
50
12
52
Percentage purchase by frequency and price segment (750ml)
Consumer Respondent Purchase by Price Point
Under $10 $10 to $20 $20 to $30 $30 - plus
Weekly Monthly Several x Yr Less Often NeverSource: Wine Opinions
29 30
7
44
33
20
2932
32
1719
6
21
6
1
7
1
15
29
35
19
High End Wine Buyers
Percentage purchasing monthly or more often, by price point and gender
Frequency of Purchase by Price Point and Gender
Male
Female
Under $10 $10 - $20 $20 - $30 Over $30Source: Wine Opinions
5459
73 74
50
32
24
12
Trade Respondent Profile
Sonoma County Survey
Roughly 300 employees or owners of businesses related to wine.
Recruited in same manner as WO consumer panel, plus personal references.
40% restaurant/hospitality, 20% Grape-growing/wineries, 19% retail stores, 13% importer/distributor.
Unlike the consumer panel, the data is not projectable to Total U.S. Primarily used for directional and contrast with consumer panel.
WO Trade Panel (as of July 2007)
Segmentation of Trade Panel Respondents
Source: Wine Opinions
Restaurant Hospitality
Growers / Producers
Importers / Distributors Retailers
48%32%
20%
Trade Respondent Gender Composition
Source: Wine Opinions
Percentage by gender
Male
Female
41%
59%
Trade Respondent Age Segmentation
21-29 30-39 40-49 50-59 60 PlusSource: Wine Opinions
20
36
7
22
15
Percentage by age group
Awareness & Trial
Sonoma County Survey
Unaided Consumer Awareness of Wine Regions
Source: Wine Opinions
RegionPercent naming
Napa/Napa Valley 80%
Sonoma/Sonoma County/Sonoma Coast/Sonoma Valley 61%
Bordeaux 28%
California 27%
Burgundy 18%
Russian River, Washington 11%
Tuscany, Rhone 10%
Paso Robles, ”Coast,” ”Coastal” 9%
Santa Barbara, Central Coast, Alexander Valley 8%
“Name up to five fine wine regions in the U.S. and/or around the world”
County7%
Valley10%
Coast1%
No Modifier
82%
Unaided Awareness – Sonoma Nomenclature
Source: Wine Opinions
Source: Wine Opinions
Have NOT heard of
Heard of NOT tried
HAVE Tried
Sonoma County 1% 6% 93%
Washington 8% 20% 72%
Bordeaux 2% 20% 78%
Napa Valley 1% 4% 95%
Santa Barbara 8% 30% 62%
Paso Robles 17% 21% 62%
Rioja 21% 22% 57%
Barossa Valley 34% 28% 38%
Tuscany 2% 26% 72%
Burgundy 5% 25% 70%
Oregon 9% 19% 73%
Awareness and Trial of Selected Wine Regions
Percent by awareness and trial (past year)
Source: Wine Opinions
CaliforniansNon-
Residents
Sonoma County 99% 91%
Washington 71% 72%
Bordeaux 76% 78%
Napa Valley 97% 94%
Santa Barbara 82% 56%
Paso Robles 87% 55%
Rioja 51% 59%
Barossa Valley 39% 37%
Tuscany 64% 74%
Burgundy 67% 71%
Oregon 78% 71%
Trial of Selected Wine Regions – Californians vs. Non-Residents
Percent by trial
Quality & Value Assessment
Sonoma County Survey
Source: Wine Opinions
Very Good Excellent Total
Sonoma County 42% 44% 86%
Washington 44% 24% 68%
Bordeaux 32% 46% 78%
Napa Valley 35% 57% 92%
Paso Robles 40% 23% 63%
Rioja 39% 17% 56%
Barossa Valley 38% 15% 53%
Tuscany 43% 34% 77%
Burgundy 36% 40% 76%
Oregon 41% 26% 67%
Quality Perceptions of Selected Wine Regions
Percent “excellent,” “very good,” and total top two box ratings
Source: Wine Opinions
Quality Value
Sonoma County 86% 64%
Washington 68% 69%
Bordeaux 78% 36%
Napa Valley 92% 53%
Paso Robles 63% 65%
Rioja 56% 64%
Barossa Valley 53% 53%
Tuscany 77% 50%
Burgundy 76% 34%
Oregon 67% 58%
Quality and Value Perceptions of Selected Wine Regions - Consumers
Percent total of top two box ratings
Source: Wine Opinions
Quality Value
Sonoma County 79% 55%
Washington 71% 68%
Bordeaux 77% 36%
Napa Valley 89% 32%
Paso Robles 63% 63%
Rioja 59% 62%
Barossa Valley 58% 53%
Tuscany 74% 47%
Burgundy 79% 34%
Oregon 73% 46%
Quality and Value Perceptions of Selected Wine Regions - Trade
Percent total of top two box ratings
Quality & Value Grid
4.29, 3.843.87, 3.89
4.20, 3.11
4.47, 3.55
3.82, 3.82
3.65, 3.88
3.61, 3.61
4.08, 3.50
4.09, 3.05
3.87, 3.67
3.00
3.10
3.20
3.30
3.40
3.50
3.60
3.70
3.80
3.90
4.00
3.00 3.20 3.40 3.60 3.80 4.00 4.20 4.40
QUALITY AVG RATING
VA
LU
E A
VG
RA
TIN
G
SonomaWashingtonRioja
Paso
Napa
Tuscany
Oregon
Barossa
BordeauxBurgundy
Source: Wine Opinions
Californians quality
Non-Residents quality
Sonoma County 63% 39%
Washington 18% 25%
Bordeaux 55% 44%
Napa Valley 73% 52%
Paso Robles 25% 22%
Rioja 15% 17%
Barossa Valley 14% 15%
Tuscany 37% 33%
Burgundy 48% 37%
Oregon 16% 28%
“Excellent” Quality Perceptions – Californians vs. Non-Residents
Percent giving “excellent” ratings
Source: Wine Opinions
Californians value
Non-Residents value
Sonoma County 34% 20%
Washington 22% 26%
Bordeaux 10% 10%
Napa Valley 22% 22%
Paso Robles 27% 19%
Rioja 32% 30%
Barossa Valley 20% 14%
Tuscany 37% 33%
Burgundy 9% 10%
Oregon 14% 20%
“Excellent” Value Perceptions – Californians vs. Non-Residents
Percent giving “excellent” ratings
Percentage “excellent” ratings by consumer segment
Quality and Value Perceptions of Sonoma County Wines – by Visitation
Source: Wine Opinions
57
Quality Value
Multiple VisitorsVisited OnceNever Visited
44
3128
24
18
Sonoma County: Wine Country
Sonoma County Survey
Agreement Statements on Definition of “Wine Country”
Source: Wine Opinions
Statement Agree
“Wine country” is anywhere that winegrapes are grown 61%
I think of the wine regions of France or Italy as “wine country’ more than anyplace in California 24%
I think of Sonoma County as “wine country” 92%
“Wine country” mean that there are wine trails or routes established that lead from one winery to another 58%
I think of Napa Valley as “wine country” 96%
“Wine country” means that there are nice restaurants and places to stay, as well as wineries to visit 71%
I think of Santa Barbara as “wine country” 61%
Percentage completely/somewhat agree
Qualities or Traits Associated with Sonoma County and its Wines - Consumers
Source: Wine Opinions
Agree
Highly regarded by wine critics 41%
A wide variety of wines and styles 59%
Wines are consistently excellent 40%
Wines are over-priced 9%
More for your money than wines from Napa Valley 39%
One of the best regions for wine 45%
Less pretentious or snobby than Napa Valley 42%
Many small, artisan wineries 46%
People are friendly and helpful to visitors 45%
Wines are safe and reliable choices 50%
Wines you can buy with confidence 51%
Going there is a different kind of adventure compared to other wine regions 24%
Percentage in agreement
Qualities or Traits Associated with Sonoma County and its Wines - Trade
Source: Wine Opinions
Agree
Highly regarded by wine critics 42%
A wide variety of wines and styles 65%
Wines are consistently excellent 40%
Wines are over-priced 9%
More for your money than wines from Napa Valley 53%
One of the best regions for wine 44%
Less pretentious or snobby than Napa Valley 56%
Many small, artisan wineries 55%
People are friendly and helpful to visitors 55%
Wines are safe and reliable choices 61%
Wines you can buy with confidence 53%
Going there is a different kind of adventure compared to other wine regions 38%
Percentage in agreement
Quality or Trait Associations: High End Buyers vs. Others
Source: Wine Opinions
High end Others
Highly regarded by wine critics 48% 41%
A wide variety of wines and styles 72% 57%
Wines are consistently excellent 47% 40%
Wines are over-priced 11% 9%
More for your money than wines from Napa Valley 56% 33%
One of the best regions for wine 54% 44%
Less pretentious or snobby than Napa Valley 53% 39%
Many small, artisan wineries 58% 43%
People are friendly and helpful to visitors 60% 40%
Wines are safe and reliable choices 59% 50%
Wines you can buy with confidence 59% 52%
Going there is a different kind of adventure compared to other wine regions 33% 21%
Percentage in agreement
Source: Wine Opinions
Visited 2+ times
Visited once
Would like to visit
No interest in
visiting
Napa Valley 45% 21% 32% 2%
Sonoma County 39% 21% 38% 2%
Town of Sonoma 32% 20% 42% 6%
Town of Healdsburg 28% 17% 37% 18%
Town of Santa Rosa 24% 20% 44% 13%
Coast (Pt. Reyes to Russian River) 18% 18% 57% 7%
Russian River 21% 19% 50% 10%
Town of Yountville 29% 16% 37% 19%
Town of Mendocino 14% 19% 53% 14%
Visitation and Interest by Region or Town
Percent stating visitation frequency and/or level of interest
Sonoma County & its AVAs
Sonoma County Survey
Source: Wine Opinions
Have NOT heard of
Heard of NOT tried
HAVE Tried
Sonoma Valley 2% 9% 89%
Russian River Valley 17% 15% 68%
Chalk Hill 38% 25% 36%
Alexander Valley 26% 15% 58%
Carneros 29% 14% 56%
Green Valley 67% 23% 10%
Bennett Valley 72% 20% 7%
Rockpile 69% 17% 14%
Sonoma Coast 19% 28% 53%
Sonoma Mountain 36% 29% 35%
Dry Creek Valley 25% 21% 53%
Knights Valley 54% 21% 25%
Awareness and Trial of Sonoma County AVAs
Percent by awareness and trial
Source: Wine Opinions
Multiple Visitors
Non Visitors
Sonoma Valley 97% 80%
Russian River Valley 92% 42%
Chalk Hill 60% 18%
Alexander Valley 88% 28%
Carneros 84% 31%
Green Valley 19% 5%
Bennett Valley 14% 4%
Rockpile 30% 4%
Sonoma Coast 73% 38%
Sonoma Mountain 49% 21%
Dry Creek Valley 83% 26%
Knights Valley 42% 10%
Trial of Sonoma County AVAs – Multiple Visitors vs. Non-Visitors
Percent by trial and AVA
Respondents routed to three similar questions, with the three groups balanced for age, gender and wine-buying frequency.
Each question asks respondents to choose between same variety and price of wine, distinguished only by region of origin.
Cell 1 = Santa Barbara, Sonoma Cty, Napa Valley
Cell 2 = Santa Barbara, Sonoma Cty Russian River Valley, Napa Valley
Cell 3 = Santa Barbara, Russian River Valley, Napa Valley.
Cell 4 = Santa Barbara, Sonoma County, Paso Robles
4-celled Test of Label Designation
Variations on Sonoma AVA – Responses of Four Cells
Source: Wine Opinions
Choice ranking of respondents, by cell
Cell 1 Cell 2 Cell 3 Cell 4
Sonoma County 2nd - - 1st
Sonoma County Russian River - 1st - -
Russian River - - 2nd -
Santa Barbara 3rd 3rd 3rd 2nd
Napa Valley 1st 2nd 1st -
Paso Robles - - - 3rd
Ranking of Sonoma AVAs – Cells 1, 2, 3
31
46
34
8
7
24
SonomaCounty
SonomaCountyRussian
River
RussianRiver
% Ranking last
% Ranking first
Source: Wine Opinions
Source: Wine Opinions
Appellation $14 $18 $24 $28Would
Purchase
Sonoma County 35% 38% 21% 6% 45%
Alexander Valley 16% 36% 28% 20% 34%
Sonoma County Alexander Valley 12% 38% 34% 16% 21%
Price Matching by AVA – Cabernet Sauvignon
Percent stating price by appellation and intent to purchase at stated price – all respondents
Source: Wine Opinions
Appellation High end Others
Sonoma County 31% 54%
Alexander Valley 44% 28%
Sonoma County Alexander Valley 25% 18%
Purchase intent by AVA – High End Buyers vs. Others
Percent stating intent to purchase at price they had previously guessed
Source: Wine Opinions
AppellationMultiple Visitors
Non Visitors
California Residents
Non Residents
Sonoma County 32% 56% 33% 48%
Alexander Valley 47% 25% 54% 29%
Sonoma County Alexander Valley 21% 20% 13% 23%
Purchase intent by AVA – Visitor and Resident Groups vs. Others
Percent stating intent to purchase at price they had previously guessed
Sonoma County by Varietal
Sonoma County Survey
Quality Ratings of Sonoma County Varietal Wines
Source: Wine Opinions
Percentage “very good/excellent” ratings by varietal
40
22
33
22
35
14
28
22
30
11
29
10
30
25
CS CH MER PN SB SYR ZIN
Very Good Excellent62
5549 50
41 39
55
Quality Ratings of Varietals: Multiple Visitors vs. Non-Visitors
Source: Wine Opinions
VarietalMultiple Visitors
Non Visitors
Cabernet Sauvignon 73% 48%
Chardonnay 68% 41%
Merlot 53% 39%
Pinot Noir 65% 34%
Sauvignon Blanc 50% 31%
Syrah 50% 22%
Zinfandel 74% 37%
Percentage rating “excellent/very good”
Quality Ratings of Varietals: Consumers vs. Trade
Source: Wine Opinions
Varietal Consumers Trade
Cabernet Sauvignon 62% 62%
Chardonnay 55% 60%
Merlot 49% 42%
Pinot Noir 50% 57%
Sauvignon Blanc 41% 38%
Syrah 39% 40%
Zinfandel 55% 57%
Percentage rating “excellent/very good”
Quality Ratings of Varietals: High End Buyers vs. Others
Source: Wine Opinions
Varietal High end Others
Cabernet Sauvignon 71% 57%
Chardonnay 66% 49%
Merlot 56% 44%
Pinot Noir 63% 43%
Sauvignon Blanc 51% 35%
Syrah 46% 35%
Zinfandel 67% 48%
Percentage rating “excellent/very good”
Please share your thoughts on experiences you have had in Sonoma County and/or with Sonoma County wines.
Source: Wine Opinions
Comment Theme Count
Good Wines 59
Had a good time 38
Miscellaneous positives 30
Not Napa 26
Beautiful 25
Friendly 25
Good Value 13
Discovery 12
Good Food 11
“While it's been said that Napa Valley makes a better Cabernet Sauvignon, I've found excellent Cabs from Sonoma Valley just as good for less money. I do think that the Sonoma wineries make the best Zinfandel, though.”
“Very interesting place to visit -- great variety -- some lovely wines and some real losers. Excellent restaurants and places to stay. Amazing variety of topography and history.
“This is a lovely laid-back friendly region. The wines are all interesting and the tours especially nice. Not only fine wine, wonderful food, inns and very friendly people. What more could you want?”
Consumer Verbatim Comments
“The atmosphere is so relaxed and the wineries are so comfortable. You always feel welcome, unlike some regions where they make you feel like they're doing you a favor to let you taste their wines
“Sonoma county's Russian River Valley and Sonoma Coast are world class producers of Chardonnay and Pinot Noir. The Dry Creek area, as well as the northern Alexander Valley make great Zins, which are a CA phenomenon. The Bordeaux varietals are not the greatest from this region, Napa does a better job with these..”
“Sonoma County is THE place to go in wine country. I used to say we were going "to Napa" for vacation. Now we say "Sonoma" because that's what wine country IS to us..”
Consumer Verbatim Comments
“I prefer Sonoma to Napa for the more quaint, off-the-beaten path feel. Paso falls into this same category for me. I'm less in tune with Santa Barbara because it feels more like a collection of wineries, then it does a region to explore.
“I love the different, often less "commercial" tasting rooms in Sonoma. It reminds me of the Napa valley 25 years ago.
“Having had the chance to taste Sonoma Wines more in the recent past as I attend various wine tastings, I am impressed with the quality and the value! Enjoy the quality of these wines and they stack up just fine against Napa Wines in my experience!
Great & beautiful area however the wine prices are rising faster than their quality. They think because they are hot stuff in the Healdsburg, they can price gouge the consumer as they do in Napa. “
Consumer Verbatim Comments
“Sonoma County is a great place to visit because of the artisinal farm trail as a complement to the wine trail. Often it's too large an area to feel I've accomplished visiting all the wineries I want to visit in a weekend vs. Napa where I can hit the 6 or more that I want to visit. Healdsburg and Sonoma (towns) are getting too touristy (like St. Helena). I like the diversity, but often times Sonoma wines are a notch below Napa.
“Perfect weather, many tourists, quality wines, great cheeses, expensive accommodations.”
“I thought it was absolutely beautiful and everyone was so hospitable. I was completely sold on the wines from this region.”
“A beautiful place. Wish I lived there.”
Consumer Verbatim Comments
Sonoma is in a strong position, just behind Napa in awareness and quality, with a better value image.
Sonoma is “wine country.”
People expect nice restaurants and places to stay with “wine country” but the experience itself is still primarily about the wineries and their ambience.
Visitation has a powerful effect on regional perceptions. Even one visit is associated with major improvements in quality ratings and positive attributes and image.
Survey Conclusions
Diversity is a key strength for Sonoma County. Gives broader appeal and reliability to the wines.
In general, a combination of Sonoma County and AVA has stronger appeal to consumers than either alone. Greater specificity probably is equated with higher quality. AVA recognition and salability increases with knowledge and high end purchases by consumers. Sonoma County retains an edge over AVAs in value perception.
Friendliness and lack of pretension are significant advantages for Sonoma.
Survey Conclusions
Strategic action plan:
review of sales and market trends
trade gatekeeper survey/interviews
combine consumer, trade, market data
Other research issues:
Breakdown of research by key markets; where does Sonoma need to focus?
Concept/positioning/communication testing
Is specificity or combining Sonoma County + AVA always better or does it depend on varietal/AVA? How do
vineyard-designates fit in?
Further exploration of Trade vs. Consumer?
Next Steps?
Recommended