Survey for the International Riesling Foundation

Survey for the International Riesling Foundation

A Study of Wine Consumer Awareness, Attitudes, and Preferences

July 27, 2008

PO Box 536 • St. Helena, CA 94574 • (707) 967-9299 [email protected] • WineOpinions.com

Table of Contents

Introduction

3

Objectives and Methodology

4

Survey Respondent Profile

6

Consumer Perception of Sweetness

11

Riesling and Competing White Wines

21

Riesling Occasion Appropriateness

28

Riesling and Food Affinities

36

Consumer Perceptions of and Attitudes toward Riesling

41

Conclusions

44

Survey Questionnaire

50

2

Introduction Wine Opinions is an Internet-based research company focusing on the attitudes, behaviors, and taste preferences of high-frequency, high-end wine consumers and the U.S. wine trade. The International Riesling Foundation retained the services of Wine Opinions to conduct a consumer inquiry into awareness, attitudes, and tastes regarding Riesling wines, and their perceived appropriateness versus other varietal wines on a variety of wine consuming occasions. The International Riesling Foundation’s interest in the perceptions of Riesling among American wine drinkers and the potential for capturing an increased portion of the market is well timed as Riesling consumption in this country continues to rise. According to the most recent Wine Market Council data, 1 33% of wine drinkers, both core and marginal wine drinkers, currently drink Riesling. This is up from 26% in 2006. Most importantly, Riesling is making inroads among Millennial age wine drinkers. Some 39% of this consumer segment currently drink Riesling. This report summarizes the findings of a survey of the membership of the Wine Opinions consumer panel. Among this group, Riesling consumption is higher than among respondents of the Wine Market Council study, as it is comprised of the most frequent wine drinkers and is a consumer pool highly involved in the wine category. Examining this group of sophisticated wine drinkers makes possible a detailed study of Riesling perceptions and drinking behavior – an analysis that will aid successful Riesling market penetration in the U.S.

1 Wine Market Council Consumer Tracking Study, 2008

3

Objectives and Methodology The primary objective of the survey was to gain a number of insights into wine consumer awareness of and attitudes toward Riesling wines. Another key objective was to determine consumer perceptions of dryness and sweetness in wines and where Riesling wines are seen to fit along this spectrum. Secondary objectives included usage and attitudes toward Riesling in comparison with competing white wine varietals and perceived appropriateness for Riesling wines by occasion and food pairings. The specific areas of inquiry were as follows:

Respondent usage trends regarding Riesling and competing white

varietal wines.

Respondent understanding and usage of terminology relating to sweetness in wine.

Perceptions of degree of sweetness of Riesling and competing wine

varietals.

Occasion appropriateness of Riesling wines.

Food affinities for Riesling wines.

Measurement of specific consumer attitudes toward Riesling wines.

Survey respondents were drawn from the Wine Opinions consumer panel. There were 862 who began the survey and 803 who completed the survey.

4

All Opinions panelists were sent an email invitation to the survey, with a link to the online survey embedded in the invitation (a copy of the survey questionnaire may be found at end of this report). Completion of the survey entered the panelists into a lottery for a number of cash rewards. The total number of responses to any given question in the consumer survey range from as low as 307 (for the question administered only to those who rarely or never drink Riesling) up to 862. Where statistically significant results are reported, these have been calculated at a confidence level of at least 90%. For the entire sample, the confidence intervals range approximately from ± 2% to ± 4%. For questions with a lower response rate, the confidence interval variance is correspondingly greater.

In some instances in the consumer survey, cross tabulation of specific variables – such as age, gender, or consumption frequency – provided sub-segment analysis and insight on key survey issues. The following segmentation was also used in the analysis:

High-end wine buyers – defined as those who purchase wines costing $20 or more on a monthly or more often basis.

High-frequency wine drinkers – defined as those who drink wine

either daily or several times a week.

Results are frequently expressed in terms of “top two boxes.” This refers to the percent of respondents who agreed with the first two points of any rating system, for example “Frequently” and “Occasionally” on a frequency occurrence scale, or “Very likely” and “Somewhat likely” on an intent-to-purchase scale.

5

Consumer Survey Respondent Profile Of all Wine Opinions panel consumer respondents, 83% were high-frequency wine drinkers (those who drink wine on average several times a week or daily) and 17% were less frequent wine drinkers. The gender ratio of the respondents was 56% female and 44% male, which skews slightly female compared with the national gender ratio of wine consumers at these consumption frequency levels. Respondent age segmentation generally mirrored that of wine consumers as detailed in Wine Market Council studies, but with two significant variances. While consumers ages 21-29 comprise 16% of the wine drinking population of the U.S., they comprised just 7% of survey respondents. This is in part a reflection of the fact that the Wine Opinions panel skews toward high-frequency wine drinkers. For this same reason, there was a higher percentage of respondents aged 40-49 (27%) compared to the wine consumer population as a whole, where 20% are in that age bracket. Similarly, some 30% of survey respondents were in the 50-59 age group, while they represent only 19% of total U.S. wine consumers. The geographical distribution of Wine Opinions consumer panel respondents is generally aligned to the residency by state of high-frequency core wine consumers. The greatest number of responses (17.7%) came from California, followed by Texas (6.5%), Florida (6.4%), New York (6.0%), and Illinois (5.0%). Distribution of respondents from the other states followed the normal geographical patterns for residency of high-frequency, high-end wine consumers. There were respondents from every state of the U.S., except Wyoming. In terms of frequency of wine consumption, 32% of respondents are daily wine drinkers. This group skews somewhat male. Next in consumption frequency are 51% of respondents who drink wine several times a week.

6

Together, these comprise the high-frequency segment of wine consumers. Some 10% of survey respondents drink wine on average once a week, 4% drink wine on average 2-3 times per month, and the remaining 3% drink wine on average once a month or less often. In terms of frequency of purchase by price point, 62% of survey respondents report purchasing wines costing under $10 on a monthly basis or more often. Some 70% report the purchase of wines costing between $10 and $15 on a monthly-or-more-often basis, while 52% report the purchase of wines costing between $15 and $20 on a monthly-or-more-often basis. Some 31% of survey respondents reported purchasing wines costing over $20 on a monthly-or-more-often basis. Fully 30% of Wine Opinions consumer panel respondents say they purchase wines costing under $10 on a weekly basis, while 25% report purchasing wines costing between $10 and $15 on a weekly basis. Some 13% say they purchase wines costing between $15 and $20 on a weekly basis, and 5% state purchase of wines costing over $20 on a weekly basis.

It is interesting to note that only 7% of survey respondent consumers report never purchasing wine costing under $10, and only 2% report never purchasing wines in the $10 to $15 range. Only 3% report never purchasing wines costing between $15 and $20, while 12% report never purchasing wines costing over $20. The purchase of wines over $20 skews somewhat toward males, with 38% of them making weekly or once-a-month purchases of wines in this price segment compared to 26% of females. There is a very slight female skew in the frequency of purchase of wines costing under $10.

7

Survey Respondent Age Segmentation

21-29 30-39 40-49 50-59 60 PlusSource: Wine Opinions

7

27

1719

30Percentage by age

Survey Respondent Gender Composition

Source: Wine Opinions

Percentage by gender

MaleFemale

44%

56%

8

Age segments – percentage in each segment by gender

Survey Respondent Age Segmentation

MaleFemale

21-29 30-39 40-49 50-59 60 PlusSource: Wine Opinions

4

9

15

20

34

27

22

32

27

10

Respondent Consumption Frequencies

Daily Wkly+ Once Wk 2-3X Mo Once MoSource: Wine Opinions

32

51

10

4

Consumption frequency percentages by segment

3

9

Consumption frequency percentages by segment and gender

Respondent Consumption Frequencies by Gender

MaleFemale

Daily Wkly+ Once Wk 2-3X Mo Once MoSource: Wine Opinions

37

51

6 4 2

29

51

13

52

Percentage purchase by frequency and price segment (750ml)

Respondent Purchase by Price Point

Under $10 $10 - $15 $15 - $20 Over $20

Weekly Monthly Several x Yr About Once Yr NeverSource: Wine Opinions

30

25

13

45

33

24

32

39 38

22

9

4

12

7

2 35

26

19

12

10

Consumer Perception of Sweetness A sweetness/dryness scale was used to evaluate consumer perceptions of a variety of sweet- and dry-related terminology. Respondents were asked to rate a series of terms on a seven-point scale that ranged from very sweet (“1”) to very dry (“7”). Terms tested included:

Dry Off-dry Medium dry Semi-sweet Sweet Dessert Late harvest Crisp Fruity

Participating consumers were also given the opportunity to register their confusion or lack of knowledge of a term by choosing “Unsure/Don’t know.”

The terms “dry,” “sweet,” and “dessert” were all well understood with little misinterpretation or variability. “Dry” received a mean rating of 6.0 on the seven-point sweetness-dryness scale, with the majority of respondents rating it “6” or “7,” “sweet” was rated 2.0 on average, with the majority rating it “1” or “2,” and “dessert” received a mean rating of 1.6, with the majority of respondents rating it “1.” “Off-dry” was rated statistically identical to “medium-dry” (mean ratings of 4.6 and 4.7 respectively). However, “medium dry” is more meaningful to consumers than “off-dry” when taking into consideration its low “unsure” percentage (8%) compared to the higher “unsure” rating of “off-dry” (25%). Illuminating is the fact that “off-dry” does not have meaning for a

11

significant enough number of respondents, making it questionable as a useful wine designation. This is especially the case considering the general level of sophistication of the Wine Opinion panelists who make up the respondent pool. Higher “unsure” rates for “off-dry” were found among women (29%), low-frequency wine drinkers (35%), and non-high-end wine buyers (29%). There is a significant perception gap between “semi-sweet” (mean rating of 3.2) and “medium-dry” (4.7) with two-thirds of respondents rating “semi-sweet” on the sweet side of the scale (67% rated it a “2” or “3”), and two-thirds rating “medium-dry” on the dry side of the scale (63% rated it “5” or “6”). This suggests that perhaps another term describing a quality between the two might be helpful. The ratings for the other terms tested – “crisp” and “fruity” – were less exact than others, but rated by respondents in appropriate ranges. “Crisp” is the term rated most closely to “dry,” with a mean rating of 5.1. The rating of “fruity” reveals consumer perceptions of this term as an indicator of slight sweetness with its mean rating of 3.6. These terms were interpreted as drier among males (who rated “crisp” 5.3 and “fruity” 3.8 and older respondents (those 60 and older rated “crisp” 5.5 and “fruity” 4.0). “Fruity” is thought of as significantly sweeter among low-frequency wine drinkers (3.1).

Respondents were hesitant to define the term “late harvest.” As with “off-dry,” one-quarter of the respondent pool (24%) chose “Unsure/Don’t know” rather than rating “late harvest” on the sweetness/dryness scale. Those who did rate it put it on the sweet end of the scale, yielding a mean rating of 2.4. Again, higher “unsure” rates for this term were apparent among low-frequency wine drinkers (41%) and non-high-end wine buyers (30%). As “late harvest” is not intended as a designation of degree of sweetness, the “unsure” percentage is not relevant in this case, but does point to the necessity for marketers to put terms in context when used on a label or as a wine description.

12

Overall, a recommended sweetness-dryness scale resulting from this analysis might be: Dry Medium dry Semi-sweet Sweet Dessert This choice is based on: (a) a statistically significant relative ranking on the sweetness scale by the respondents; (b) low proportions of respondents choosing “unsure” or “don’t know” when ranking these terms; (c) with one exception, the terms do not have alternative definitions in current use by winemakers, wine trade or press. The one exception to alternative definitions is “Dessert.” In common usage by both producers, press and consumers, this refers to very sweet wines that are generally served after the meal or with dessert, for example Sauternes or Ice Wine. However, there is also a legal/technical definition of dessert wine by the TTB meaning a wine over 14% alcohol, generally fortified. Whether this causes labeling issues with the TTB is outside the scope of this study. There does not appear to be consumer confusion with the TTB definition in the context of this study.

To get a sense of how consumers apply the concept of sweetness and dryness to specific wines, respondents were asked to rate six varietals on a five-point (rather than 7-point) sweetness/dryness scale, in this instance “1” being very sweet and “5” being very dry. In addition, respondents could choose “Multiple” to indicate that a varietal is produced in a range of styles, or “Unsure/Don’t know” if they did not know where on the scale to put a wine. Looking at the ratings of those respondents who were able to place the varietals on this sweetness/dryness scale (that is, did not chose “Unsure/Don’t know”), both the drier wines and sweeter wines are found to be tightly bunched on the scale with a significant perception gap between the two groupings. Chardonnay and Sauvignon Blanc were considered the driest wines with mean ratings of 3.6. Pinot Gris/Grigio was also considered a dry wine (3.4). With a fair amount of confidence, White Zinfandel was perceived as the sweetest of the group with a mean

13

rating of 2.0. Riesling was rated closest to White Zinfandel – mean rating of 2.2 – which raises a concern and points to the need for better positioning to consumers. Gewurztraminer was believed to be slightly less sweet than Riesling with an average rating of 2.4. The “bandwidth” of Riesling is considerable, but it is still aligned closely with that of White Zinfandel. Three-quarters of the respondents gave White Zinfandel the most extreme sweet ratings (74% rated it “1” or “2”), compared to two-thirds who gave Riesling and Gewurztraminer these ratings (66% and 61% respectively). The ratings for the drier group of varietals – Chardonnay, Sauvignon Blanc, and Pinot Gris/Grigio – were very tightly grouped. Over half of the respondents assigned Chardonnay and Sauvignon Blanc the most extreme dry ratings (59% and 56% respectively rated them “4” or “5”), while 44% rated Pinot Gris/Grigio “4” or “5.” Riesling is the varietal with the highest percent of respondents who designate it as being made in “multiple” styles (28%), followed by Chardonnay (13%) and Gewurztraminer (14%). In addition, 17% of respondents were “Unsure” about the level of Gewurztraminer’s sweetness or dryness level. The characteristics of this wine are largely unknown to the respondent group. Overall, nearly half of the respondents think of Riesling as sweet (45%), but slightly more than one in four believe it to be made in multiple styles from sweet to dry (28%). Nearly all respondents stated an opinion, with midscale ratings (14%) polling twice as high as dry (7%). Perception of Riesling’s sweetness or dryness does not correlate with frequency of Riesling consumption – roughly the same proportion of consumers who believe Riesling is sweeter drink the wine as those who think of it as dryer or having multiple levels. But, there is a very high correlation between being unsure or unaware of Riesling’s sweetness or dryness level and never drinking Riesling. Three-quarters of those who responded “Unsure/Don’t know” do not drink Riesling (74%).

14

Respondents under 40 years of age tended to rate some of the white wines significantly sweeter than older respondents. Interestingly, this gap is apparent for Riesling (2.0 for under 40 vs. 2.2 for total respondents), as well as Pinot Gris/Grigio (3.1 vs. 3.4) which is typically considered nearly as dry as Sauvignon Blanc. Alternatively, male respondents perceived Pinot Gris/Grigio, Riesling, as well as Gewurztraminer as drier than other respondents (2.4 for Riesling vs. 2.1, 3.5 for Pinot Grigio vs. 3.2, and 2.5 for Gewurztraminer vs. 2.2). As would be expected, high-frequency and high-end respondents are much savvier about the diversity of Riesling styles, notwithstanding the fact that there is no significant difference in how these segments rated Riesling on the sweetness-dryness scale. One-third of high-frequency wine drinkers (31%) and high-end wine buyers (37%) acknowledge that Riesling is produced in multiple styles, compared to only 12% of low-frequency wine drinkers and 24% of non-high-end wine buyers.

15


2.0Sweet

3.6Fruity

3.2Semi-sweet

2.4Late harvest

4.7Medium dry

4.6Off-dry

1.6Dessert

5.1Crisp

6.0Dry

Mean ratingTerm

Sweetness – Dryness Terminology Ranking

Mean rating on scale where 1 = “very sweet” and 7 = “very dry” (Base = “Unsure/Don’t know” eliminated)


9%Crisp

6%Sweet

6%Dessert

24%Late harvest

8%Medium dry

8%Semi-sweet

8%Fruity

25%Off-dry

5%Dry

Percent Unsure/Don’t knowTerm

Sweetness – Dryness Terminology

Percent choosing “Unsure/Don’t know” by term

16


2.2Riesling

2.0White Zinfandel

3.4Pinot Gris/Grigio

2.4Gewurztraminer

3.6Sauvignon Blanc

3.6Chardonnay

Mean ratingVarietal

Varietal Sweetness - Dryness Ranking (Mean Ratings)

Mean rating on scale where 1 = “very sweet” and 5 = “very dry” (Base = “Unsure/Don’t know” and “multiple”eliminated)


33%17%

3%1%

23%

1%

Very Sweet(1)

41%44%13%15%43%7%(2)

21%25%

39%28%23%

33%(3)

3%10%

34%37%9%

47%(4)

3%Gewurztraminer

1%White Zinfandel

19%Sauvignon Blanc

10%Pinot Gris/Grigio

2%Riesling

12%Chardonnay

Very Dry(5)Varietal

Varietal Sweetness - Dryness Ranking (Percentage Ratings)


17


5%14%6%6%28%13%

“Multiple”

17%Gewurztraminer

8%White Zinfandel

6%Sauvignon Blanc

6%Pinot Gris/Grigio

5%Riesling

4%Chardonnay

“Unsure/Don’t know”Varietal

Varietal Sweetness - Dryness Ranking: “Unsure/Don’t know”and “Multiple” Responses

Percent by varietal and response

Sweetness/Dryness Perceptions of Riesling


Percentage by perception category

SweetMidscaleDryMultipleUnsure

45%

14%7%

28%5%

18


2%

8%5%

7%8%

Drink weekly plus

28%26%13%28%Riesling is dry

2%

25%

23%12%

Drink few times month

7%

21%

25%16%

Drink monthly

14%

41%

36%42%

Drink less often

74%6%

9%20%

Never drink Riesling

Unsure/Don’t know

Riesling is multiple

Riesling is midscale

Riesling is sweet

Riesling Sweetness Perception

Riesling Consumption Frequency by Perception of Degree of Sweetness

Percentage by perception of degree of sweetness and frequency of Riesling consumption


1.92.02.43.13.33.5

Mean rating under 40

2.2Riesling

2.0White Zinfandel


2.4Gewurztraminer

3.6Sauvignon Blanc

3.6Chardonnay

Mean rating totalVarietal

Varietal Sweetness - Dryness Ranking (Mean Ratings by Age Group)


19


2.02.42.53.53.63.7

Males

2.1Riesling

2.0White Zinfandel


2.2Gewurztraminer

3.5Sauvignon Blanc

3.6Chardonnay

FemalesVarietal

Varietal Sweetness - Dryness Ranking (Mean Ratings by Gender)



1%

1%

1%1%

Very Dry(5)

24%

37%

12%31%

Multiple

17%

13%

16%15%

Very Sweet

(1)

31%

25%

31%29%(2)

14%

16%

19%14%(3)

6%

6%

9%6%(4)

7%Not High End

2%High End

12%Low Frequency

4%High Frequency

Unsure

Riesling Sweetness - Dryness Ranking by Segment

Percentage by response – High vs. Low Frequency and High End vs. Others

20

Riesling and Competing White Wines Among high-frequency, high-end wine drinkers, Riesling consumption frequency is low when compared to other white wine varietals. Chardonnay has the highest consumption frequency among respondents with nearly one-quarter drinking it weekly (22%), followed by Sauvignon Blanc, which is consumed by 19% of respondents on a weekly basis. Some 12% drink Pinot Gris/Grigio weekly and 8% drink Riesling weekly. Only 6% drink White Zinfandel weekly, and only 3% drink Gewurztraminer on a weekly basis.

The varietals consumed least frequently by consumers received the greatest percentage of respondents who “never” drink those wines. Nearly two-thirds do not drink White Zinfandel (61%), and nearly one-third do not drink Gewurztraminer (30%). It is not surprising to find among Wine Opinions panel members few regular White Zinfandel drinkers. More high-frequency than low-frequency wine drinkers drink Riesling, but this is typical for most varieties. One-quarter of low-frequency wine drinkers “never” drink Riesling (25%) compared to 17% of high-frequency wine drinkers. High-end wine buyers on the other hand, drink Riesling more regularly (32% drink it on a monthly-or-more-often basis compared to 22% non-high-end wine buyers). Although at low levels, weekly Riesling consumption certainly skews toward the younger age groups. Some 12% of those in their 20s and 30s drink Riesling weekly, as do 8% of those in their 40s. Compare this to the fact that none of the respondents 50 or older drink Riesling several times a week, and only 5% drink it once a week. Chardonnay is a significantly less frequent choice for consumers under the age of 40. Only 7% of this age group consume Chardonnay several times a week compared to 14% of those in their 40s, 13% of those in their 50s and 18% of those 60 and

21

older (the most loyal Chardonnay drinkers). This may in part explain younger wine drinkers’ openness to other white varietal wines. There is a correlation between Riesling consumption and that of Sauvignon Blanc, Pinot Gris/Grigio, and Gewurztraminer. As Riesling consumption frequency increases, so does that of these other varietals. This may be an example of respondents who enjoy drinking a variety of white wine varietals – including Riesling. On the other hand, there is an interesting overlap between Riesling and White Zinfandel consumption. As noted earlier, there are few serious White Zinfandel drinkers within the Wine Opinions panel. That said, there is clearly a group of “sweet-tooth” consumers who view Riesling and White Zinfandel as suitable substitutes. One-third of weekly Riesling drinkers drink White Zinfandel a few times a month or more often (32%) – a far higher percent than for high-frequency, high-end wine consumers as a whole. This percentage drops precipitously as Riesling consumption decreases. The percentage of respondents who never drink White Zinfandel also increases as Riesling consumption frequency decreases – from 42% of weekly Riesling drinkers to 79% of non-Riesling drinkers.

Respondents were asked if any of the white or blush wines considered are wines they enjoyed in the past, but no longer drink. By far, White Zinfandel fits this description among the most respondents – 62%. Again, this is not surprising given the Wine Opinions panel profile. Approximately one in five respondents used to enjoy Chardonnay (20%), Riesling (20%), and Sauvignon Blanc (23%), but no longer drink them. These figures most likely represent the normal turnover of consumer taste preferences. No matter the entry-level wine chosen by these wine drinkers, many have moved on to either other white wines (such as Sauvignon Blanc or Pinot Gris/Grigio), or have switched to red wine. For respondents who are aware of the multiple styles of Riesling, the rate of forsaking it is lowest. Only 6% of this group no longer drink Riesling, compared to 20% of those who think it is sweet, 13% who definite it as midscale on the sweetness/dryness scale, and 16% of those who think of Riesling as dry. This suggests that as consumer sophistication increases,

22

there is something of a “return” to Riesling or openness to trying it. On the other hand, the correlation of White Zinfandel consumption and Riesling consumption suggests that another consumer segment has stayed with sweeter wines. Although the perception of sweetness does not correlate with Riesling consumption frequency, it is still an obstacle. When respondents who rarely or never drink Riesling were asked why, the number one answer was that Riesling is too sweet (36%). It is also notable that substantial numbers of those who believe Riesling is very sweet rarely or never drink Riesling. This may be a barrier to initiating trial or re-trial. Other top reasons are unfamiliarity with Riesling (12%) or that the respondent simply does not drink white wine (15%). Those unfamiliar, at 12%, are a significant population that if reached and motivated could affect overall Riesling sales in the U.S., given the small base of Riesling drinkers that currently exists. Few respondents (3%) cited the inability to tell a wine’s sweetness level as a reason for not drinking Riesling. Interestingly, the majority of respondents said that a friend or relative has recommended or served Riesling to them (65%). Despite these experiences with Riesling, trial remains low. Encouraging is that the under 40 set are hearing more of the Riesling buzz. A full 79% of this age group said a friend or relative served or recommended Riesling to them compared to 63% of those in their 40s, 61% of those in their 50s, and 55% of those 60 and older. This may be due to the increased tendency for those in this age group to spend time on social networking, and suggests that social interactive marketing and Internet initiatives may be fruitful for marketers of Riesling. Also notable is that being a high-frequency wine drinker or a high-end wine buyer does not appear to expose a consumer to more Riesling recommendations by family or friends.

23


22%43%33%28%38%27%

Less often

2%1%

4%7%2%

13%

Several times a week

4%2%

8%12%6%

9%

Once a week

6%13%

24%25%18%

26%

Few times a month

6%11%

19%17%18%

15%

Once a month

30%Gewurztraminer

61%White Zinfandel

11%Sauvignon Blanc


18%Riesling

10%Chardonnay

NeverVarietal

Varietal Wine Consumption Frequencies

Percent by varietal and consumption frequency


41%

33%

39%38%

Less often

1%

2%

0%2%


5%

9%

2%7%

Once a week

16%

21%

12%19%

Few times month

18%

18%

21%18%

Once a month

18%Not High End

17%High End

25%Low Frequency

17%High Frequency

Never

Riesling Consumption Frequency by Segment

Percentage by response – High vs. Low Frequency and High End vs. Others

24


45%39%37%

34%

Less often

0%0%3%3%


5%5%5%

9%

Once a week

18%13%20%

21%

Few times a month

14%22%17%

18%

Once a month

20%50 – 59

18%60 - Plus

18%40 – 49

15%21 – 39

NeverAge

Age Group Varietal Wine Consumption Frequencies -Riesling

Percent by age and consumption frequency


23%29%28%

27%

Less often

18%13%14%7%


10%9%6%

12%

Once a week

31%24%24%

27%

Few times a month

10%14%17%

18%

Once a month

11%50 – 59

8%60 - Plus

11%40 – 49

9%21 – 39

NeverAge

Age Group Varietal Wine Consumption Frequencies -Chardonnay

Percent by age and consumption frequency

25


1%

0%3%

1%11%

White Zin several x

week

59%22%10%5%1%Monthly

79%65%

51%42%

White Zin never

2%

3%

5%10%

White Zin once week

4%

4%

11%11%

White Zin few times

month

3%

4%

7%5%

White Zin once

month

11%

25%

25%21%

White Zin less often

Never

Less often

Several times month

Weekly

Riesling consumption

frequency

White Zinfandel Consumption Frequency by Riesling Consumption Frequency

Percentage by frequency of White Zinfandel consumption and frequency of Riesling consumption


20%Riesling

62%White Zinfandel


14%Gewurztraminer

23%Sauvignon Blanc

20%Chardonnay

PercentVarietal

Varietal Wines No Longer Consumed

Percentage by varietal of wines “enjoyed in the past” but “no longer drink”

26


3%Can’t tell the sweetness level

3%Only drink dry Riesling

7%Prefer other white wines

5%Food matching issues

3%Variable quality

12%Unfamiliar with Riesling

9%Don’t like the taste

15%Don’t drink white wines

36%Too sweet

PercentStatement Category

Top Reasons “Rarely or Never”Drink Riesling

Percent by statement category (open-ended responses)

Riesling Recommendations from Friends or Relatives by Age Group


Percentage have received recommendations, by age group

7921 - 39

40 - 49

60 - Plus

50 - 59

63

61

55

27

Riesling Occasion Appropriateness Of the white and blush wines considered in this study, most are (by large proportions of respondents) thought to be appropriate to drink throughout the year. For more than half of the respondents, this is true for Chardonnay (61%) and Sauvignon Blanc (51%). Riesling and Pinot Gris/Grigio are deemed appropriate year-round by 45% and 41% of respondents respectively. However, there is an additional modest summer seasonality boost for Riesling (22% associate or prefer to drink it in summer), Sauvignon Blanc (25%), and Pinot Gris/Grigio (32%). To determine what occasions consumers consider drinking Riesling, respondents were asked if they would be most likely to choose Riesling, Chardonnay, or “Another/Neither” wine for various occasions. Riesling was the top choice for an aperitif at a dinner party (40%) and to take on a picnic (42%). Respondents felt Chardonnay is more appropriate to have as a casual glass of wine at home (46%), to give as a gift to a wine-loving friend (45%), and to order at a casual (42%) or expensive (37%) restaurant. It should be noted that those who would not choose Chardonnay or Riesling for these occasions ranged from 26% to 30%. The very large gap between the number of respondents who would choose Riesling compared to Chardonnay as a gift to a wine-loving friend is quite telling – for this consumer group, permission has not yet been given to consider Riesling a safe choice to give to knowledgeable friends. Only 20% of respondents would order Riesling at an expensive restaurant, with more respondents indicating they would choose Chardonnay (37%) or another wine (42%) over Riesling. This low percentage citing Riesling as a choice for this occasion reinforces the somewhat pedestrian status accorded by respondents.

28

For a casual glass of wine and as a gift for a wine-loving friend, Chardonnay beats out Riesling across all age groups and genders. But as an aperitif, Riesling mounts a stronger challenge among older age segments than among younger segments. Nearly half of those in their 50s (49%) and 55% of those 60 and older would choose Chardonnay compared to 42% of 21-39 year olds and 40% of 40-49 year olds. Riesling wins out over Chardonnay as an aperitif among 21-39 and 40-49 year olds (49% and 46% respectively). The “expensive restaurant” scenario is not a more viable occasion for Riesling among high-frequency wine drinkers or high-end wine buyers. However, a substantial minority of those in their 20s and 30s would consider Riesling at an expensive restaurant (27%). At more casual restaurants, Riesling is a bit more popular, indicating that it may be perceived as a casual quaffing wine. There is an equal chance that those in their 20s and 30s would choose Chardonnay (37%) or Riesling (37%) in this venue. Those 40 and over would again choose Chardonnay over either Riesling or another white wine. Not surprisingly, more frequent Riesling drinkers are the group of Riesling drinkers to be most apt to choose Riesling over Chardonnay for a casual glass of wine at home, an aperitif at a dinner party, at a casual restaurant, and to take on a picnic. They are also more comfortable giving Riesling as a gift to a wine-loving friend (57% of weekly Riesling drinkers) and ordering it at an expensive restaurant (52%).

Riesling is most associated with picnic fare with respondents under 60 choosing it over Chardonnay (49% of 21-39 year olds, 42% of 40-49 year olds, and 41% of 50-59 year olds). Those 60 and older are split between choosing Chardonnay (35%), Riesling (33%), and Neither/Another white wine (32%) for this occasion. It could be assumed that the picnic occasion is more symbolic than literal, as it implies a casual situation and Riesling shows moderately well in other casual situations (as noted above).

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Ignorance of the sweetness/dryness level of Riesling strongly reduces the chances a consumer will drink it as a casual glass of wine at home (10%), have it as an aperitif at a dinner party (13%), give it as a gift to a wine-loving friend (5%) or take it on a picnic (5%). Conversely, knowledge of Riesling’s multiple sweetness-dryness levels increases the chance a consumer will order it as an aperitif (55%) or take it on a picnic (57%). When dining out and drinking white wine, only 7% of respondents said that a sommelier or another staff member has recommended Riesling. On a more positive note, one-third said that Riesling is occasionally suggested in a restaurant (34%). Chardonnay is the varietal most frequently recommended on-premise (46% said it is frequently suggested) followed by Pinot Gris/Grigio (22%) and Sauvignon Blanc (19%). Only Gewurztraminer is recommended less frequently than Riesling (1%). This lack of support in the on-premise arena is reflected in the last occasion respondents have consumed Riesling, and further exemplifies that Riesling is not considered by many to be a safe or comfortable choice. One-third of respondents last had Riesling at home (34%), 17% as a casual glass of wine and 17% with dinner. Some 13% last enjoyed it at the home of a friend. Only 12% of respondents last had Riesling in a bar or restaurant, 8% by the glass and 4% by the bottle. Although at a low level, this on-premise by-the-glass percentage may be a promotional opportunity, especially given the degree of interest that has been shown by fine dining sommeliers and other trade gatekeepers. One in five respondents have either tried Riesling at a wine tasting (20%), or have not consumed Riesling in the past year (21%). Riesling partisans, that is, respondents who drink Riesling monthly or more often, skew significantly to at-home consumption. Some 28% of weekly Riesling drinkers, 27% of several-times-a-month Riesling drinkers, and 30% of monthly Riesling drinkers last had Riesling as a casual glass at home. Nearly one-third of those who drink Riesling weekly (30%) and several times a month (31%) last drank Riesling with dinner at home.

30

This may be a function of lack of Riesling choices on-premise or a reluctance to order Rieslings in a social setting. Another group of at-home Riesling wine drinkers are respondents who are aware of the multiple styles of Riesling. This group is much more likely than other respondents to have had their last glass of Riesling at home with dinner (28%). These groups of respondents consider Riesling both as a wine to pair with food and as a wine for casual enjoyment. Finally, it should be noted that the segment of consumers most likely to have had Riesling in the last year are those aware of the multiple styles of Riesling (94%) while those ignorant of Riesling’s sweetness/dryness levels are the least likely (15%). In addition, men (83%) and younger wine drinkers (87% of 21-39 year olds and 84% of those in their 40s) are more likely to have consumed Riesling in the past year compared to women (76%) and older respondents (74% of those 50-59 and 69% of those 60 or older).

31


18%33%

42%51%45%61%

Through the year

4%6%

10%9%

8%7%

Spring

12%16%

32%25%

22%16%

Summer

2%10%

5%6%

8%7%

Fall

1%5%

3%2%

4%4%

Winter

39%Gewurztraminer

67%White Zinfandel

18%Sauvignon Blanc


24%Riesling

15%Chardonnay

Don’t know or

Don’t drink

Varietal

Seasonality of Varietal Wine Consumption

Percent by varietal and seasonal response


32%42%37%45%27%

46%

Chardonnay

42%28%

20%27%40%29%

Riesling

26%30%

30%28%32%

26%

Other or Neither

Order at a casual restaurant

Take on a picnic

Gift to a wine loving friend

Order at an expensive restaurant

Aperitif at a dinner party

Casual glass of wine at home

Occasion

Varietal Choice by Occasion

Percent by occasion and choice

32


41%27%

21%28%38%

29%

Not High End

43%26%

20%27%41%

28%

High Frequency

38%35%

21%29%35%

35%

Low Frequency

43%29%

20%25%45%

28%

High End


Take on a picnic

Gift to a wine-loving friend




Occasion

Likelihood of Ordering Riesling by Occasion and Segment

Percent “would order Riesling” by occasion and segment


41%24%

18%23%35%

24%

50-59

49%37%27%34%49%37%

21-39

42%27%

22%29%46%32%

40-49

33%22%

14%21%29%

22%

60-Plus


Take on a picnic

Gift to a wine loving friend




Occasion

Riesling Choice by Occasion –Age Groups

Percent by occasion and choice

33


1%

22%19%

7%46%

Frequently

14%

40%44%34%27%

Occasionally

39%

19%19%

35%11%

Seldom

46%18%18%

24%16%Never

Gewurztraminer

Sauvignon Blanc

Pinot Gris/Grigio

Riesling

Chardonnay

Varietal

Frequency of Recommendation in On-Premise Establishments

Percent by varietal and frequency


21%Have not had Riesling in the past year

17%As a casual glass of wine at home

20%At a wine tasting

13%At the home of a friend

17%With dinner at home

4%By the bottle at a bar/restaurant

8%By the glass at a bar/restaurant

PercentOccasion

Most Recent Riesling Consumption Occasion

Percent by occasion

34


19%12%17%16%As a casual glass of wine at home

24%

19%

14%12%4%

8%

Not High End

19%

20%

18%13%4%

8%

High Frequency

31%

20%

10%11%3%

7%

Low Frequency

13%

23%

23%14%5%

10%

High End

At a wine tasting

Not had Riesling in the past year

At the home of a friend

With dinner at home

By the bottle at a bar/restaurant

By the glass at a bar/restaurant

Occasion

Most Recent Occasion of Riesling Consumption by Segment

Percent by occasion and segment


70%20%3%2%2%Not had Riesling in the past year

30%10%

12%18%

3%7%

Riesling less often

13%30%23%16%

5%10%

Riesling monthly

7%28%30%15%

5%13%

Riesling weekly

13%27%31%6%

10%12%

Riesling several x

month

19%1%

1%5%

1%2%

Riesling never

As a casual glass of wine at home

At a wine tasting

At the home of a friend

With dinner at home

By the bottle at a bar/restaurant

By the glass at a bar/restaurant

Occasion

Most Recent Riesling Occasion by Riesling Consumption Frequency

Percent by occasion and Riesling consumption

35

Riesling and Food Affinities When it comes to pairing Riesling with food, many of the Riesling-food affinities wine professionals take for granted are not reflected in the results of a food and wine pairing exercise completed by the respondents. Respondents were asked if they would prefer to drink dry Riesling, slightly sweet Riesling, or another white wine with a variety of foods, or if they would chose none of these wines or didn’t know which they would choose. Among respondents, slightly sweet Riesling is the preferred wine to drink with desserts (43%), as an aperitif (31%), with Asian foods (31%), and by a slim margin, with spicy foods (28%). Dry Riesling is not the top choice to pair with any of the foods presented, although 29% matched it with seafood and 26% prefer it over slightly sweet Riesling or other white wines with salads. The most popular pairing for seafood is “Another white wine” (48%), as it is for salads (38%), for pork chops (37%) and for drinking with or without food at any time (44%). Respondents were most baffled by what wine to pair with sushi/sashimi with 38% responding “None/Don’t know” and another 30% indicating they would choose a white wine other than Riesling. The percentage of respondents who would not choose white wine or did not know what to pair with the foods was relatively high, and ranged from 11% for “With/Without food at any time” to 38% for “sushi/sashimi” as mentioned above.

Unlike their older counterparts, respondents in their 20s and 30s are apt to choose either a slightly sweet or dry Riesling (47%) over another white wine to accompany seafood and sushi/sashimi (40%), spicy food (27%) and salads (33%). Dry Riesling particularly is a more likely candidate for these younger respondents. Respondents in their 20s and 30s would choose a slightly sweet Riesling to go with dessert (53%) more often than older respondents. Overall, those under 40 are the group who would

36

drink Riesling at any time, with or without food, compared to older respondents. Half would choose Riesling over another white wine or beverage choice (52%). Between dry and slightly sweet Riesling in this instance, slightly sweet Riesling was marginally more popular among 21-39 year olds than dry (29% vs. 23%). Although nearly half of both men and women would chose another white wine to have with seafood (48%), when it comes to Riesling, men tend toward dry Riesling (36% vs. 24%) and women tend toward slightly sweet (14% vs. 6%). Although most respondents would not choose to drink Riesling with pork chops, men have more of an affinity for dry Riesling with pork chops (26% vs. 19%) while women would be more apt to choose a sweeter Riesling (18% vs. 11%). Older respondents are the most apt to dislike white wine or to be unsure about choosing between Riesling styles or another white wine when eating spicy food: one-third of those in their 50s (31%) and 60-plus (32%). The same held true for Asian food, with 32% of those 60 and older stating either “None” or “Don’t know.”

In a broader question, respondents were asked the likelihood they would choose Riesling, Chardonnay, Pinot Grigio, Sauvignon Blanc or Gewurztraminer at a restaurant with dining companions who have ordered a variety of seafood entrees. A five-point scale was used with “5” indicating they would be very likely to order that wine and “1” indicating would not order that wine. Top-two-box responses (the percentage that rated the varietal “4” or “5”) were highest for Sauvignon Blanc (61%) closely followed by Chardonnay (58%). Half would order Pinot Grigio to accommodate a table of patrons dining on seafood (51%) with Riesling not far behind (46%). Gewurztraminer is an unlikely choice in this case (22%). This question was also asked for a dining situation with patrons who have ordered a variety of entrees – chicken, beef, fish, vegetarian, etc. In this case, the choices are similar as for the all-seafood scenario, with the difference being that Chardonnay (60%) beats out Sauvignon Blanc

37

(54%). Again, Pinot Grigio (48%) and Riesling (42%) are behind the more well-known varietals, but still a consideration. And once more, Gewurztraminer is an unlikely choice (22%).

38


22%

7%22%

26%22%

19%21%

29%18%

Dry Riesling

24%

43%15%

16%31%

28%11%

11%31%

Slightly sweet

Riesling

44%

22%37%

38%25%

26%30%

48%24%

Other white wine

26%Pork chops

28%Desserts

22%Asian foods

19%Salads

11%With/Without food at any time

38%Sushi/Sashimi

26%Spicy foods (Indian, Mexican)

12%Seafood

26%As an aperitif

None or Don’t know

Food/Occasion

Riesling Food Matching Preferences

Percent by food type/occasion and wine choice

Likelihood of Ordering White Wines with Seafood


“Top two box” percentage by varietal

58Chardonnay

Pinot Grigio

Gewurztraminer

Sauvignon Blanc

Riesling

52

46

61

22

39

Likelihood of Ordering White Wines with a Variety of Foods


“Top two box” percentage by varietal

60Chardonnay

Pinot Grigio

Gewurztraminer

Sauvignon Blanc

Riesling

48

42

54

22

40

Consumer Perceptions of and Attitudes Toward Riesling Consumer perceptions of Riesling are revealed by the respondents’ level of agreement with a battery of statements. When asked directly, the majority of respondents are aware of the fact that Riesling is produced in styles that range from sweet to dry (69%). Since this statement contrasts somewhat with the earlier results on the dry-sweet scale, it must be assumed that there was some respondent “learning” as they went through the survey. Nonetheless, Riesling’s versatility can be seen as a platform for the execution of stronger and more differentiating messages for marketers. But, although variability can be an advantage, it can also promote uncertainty in the mind of the consumer. Also of interest is that 42% agree that some of the world’s greatest wines are sweet, while only 9% believe that high quality wines are seldom sweet. This can be viewed as encouraging, although it must be noted that there is strong evidence that many survey respondents do not like sweet wines. It is also important to keep in mind that this agreement that quality wines can be sweet has not necessarily translated into Riesling trial. Attitudes toward sweetness are also indicated by the agreement of a substantial minority of respondents that dry wines go better with food (39%) and wines with a little sweetness are best suited to casual drinking (32%). These numbers correspond neatly to the results of the occasion-appropriateness and food-matching questions. As long as most consumers perceive Riesling as primarily or “just” a sweet wine, the varietal will fight an uphill battle to being a wine deemed appropriate for fine dining. When it comes to knowledge about Riesling wines in general, again a minority agree that Riesling grows best in cool climates (37%) and fewer

41

believe that Riesling only makes great wine in a few specific regions (21%). High-frequency wine drinkers are more likely to associate dry wines with food (41% vs. 26%) and both high-frequency wine drinkers and high-end wine buyers are less likely than their respective counterparts to only equate sweetness with casual occasions (30% vs. 41% and 23% vs. 36% respectively). Among frequent Riesling consumers there is an absence of a “prejudice” against sweet wines sometimes found among infrequent or non-Riesling consumers. Only 25% of weekly Riesling drinkers and 29% of several-times-a-week Riesling drinkers believe that dry wines match food better than sweet, compared to those who drink Riesling less often than monthly (43%) and those who never drink Riesling (45%). Agreement is higher among these frequent Riesling drinkers that wines with a bit of sweetness are best suited to casual drinking (50% of weekly Riesling drinkers and 40% of several-times-a-month Riesling drinkers, compared to 31% of those who drink Riesling monthly or not at all, and 26% of those who drink Riesling less than once a month). Riesling drinkers (of all frequencies) are significantly more aware of the many styles in which Riesling is made. Only 33% of non-Riesling drinkers are aware of this, while nearly three-quarters of Riesling drinkers are (77% of weekly, 85% of several-times-a-month, 76% of monthly, and 71% of less-often-than-monthly Riesling drinkers). For those who know that Riesling is made in multiple styles from sweet to dry, agreement is higher for statements that indicate wine knowledge: some of the world’s greatest wines are sweet (58%), Rieslings grow best in cool climates (52%), any grape can be made into a dry or sweet wine (45%), and Riesling only makes great wine in specific regions (30%). Respondents that put Riesling midscale on the sweetness-dryness scale and those who think Riesling is dry are the most likely to agree that dry wines match food better than sweet wines (50%).

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69%Riesling can be made in a variety of styles ranging from very dry to very sweet

32%Wines with a little sweetness are best suited to casual drinking

29%Any grape can be made into a dry or sweet wine

21%Riesling only makes great wine in a few specific regions

42%Some of the world’s greatest wines are sweet

37%Riesling grows best in cool climates

39%Dry wines match food better than sweet wines

9%High quality wines are seldom sweet

PercentStatement

Agreement Statements

Percent by statement and agreement


50%

77%

42%

55%

25%

Riesling weekly

40%

85%

48%

55%

29%

Riesling several x

month

31%

76%

43%

53%

39%

Riesling monthly

26%

71%

36%

38%

43%

Riesling less often

33%Riesling can be made in a variety of styles ranging from very dry to very sweet

31%Wines with a little sweetness are best suited to casual drinking

19%Some of the world’s greatest wines are sweet

19%Riesling grows best in cool climates

45%Dry wines match food better than sweet wines

Riesling neverStatement

Key Agreement Statements by Riesling Consumption Frequency

Percent by statement and agreement

43

Conclusions Sweetness Scale The recommended five-point dryness-sweetness scale based on survey findings is recommended to be as follows: Dry Medium dry Semi-sweet Sweet Dessert This choice is based on: (a) a statistically significant relative ranking by respondents on the sweetness scale; (b) low proportions of respondents choosing “Unsure” or “Don’t know” when ranking these terms; (c) with one exception, the terms do not have alternative definitions in current use by winemakers, wine trade, or the press. The one exception is “dessert,” which also has a legal definition as a TTB classification. It should be noted also that the two terms on the scale that are closest in their degree of perception as “sweet” (2.0 and 1.6, respectively) are “sweet” and “dessert.” It could be argued, therefore, that if a four point scale were desired, either of these terms could anchor the sweetest end of that scale. From a consumer perspective, the ranking is statistically significant and minimizes confusion and overlap. For example, with “medium dry” as the second driest descriptor on the scale, only 6% of respondents would believe “semi-sweet” (the next ranked) to be dryer. Only 9% would believe “medium dry” to be sweeter than “semi-sweet.” Perceived Sweetness of Select Varietals In terms of being perceived as a “sweet” wine, Riesling was ranked almost identically to White Zinfandel. Some 15% gave it the sweetest rating and

44

29% the second sweetest rating (compared to 13% and 31% for White Zinfandel). Among the varietals tested, Riesling had the least tightly defined range of sweetness. It had the greatest amount of variance in sweetness ratings by consumers and the largest number of consumers believing it to be made in multiple styles from sweet to dry. Although Riesling had the highest proportion of people aware if its multiple styles, this was still a minority – 28%. Thus, more than two-thirds think of Riesling as having a specific level of sweetness, generally quite sweet. Awareness of these multiple styles is higher among high-frequency wine drinkers and high-end wine buyers at 31% and 37% respectively. Those unsure of Riesling’s sweetness levels were a relatively small proportion of 5%, comparable to all others except Gewurztraminer (which had higher uncertainty). Riesling Consumption among High-Frequency/High-End Wine Drinkers Riesling consumption was fairly low among this key consumer group. Just 8% of respondents said they drank Riesling once a week or more often. Chardonnay had the highest consumption frequency among respondents with nearly one-quarter drinking it weekly (22%), followed by Sauvignon Blanc, which was consumed by 19% of respondents on a weekly basis. Some 12% reported drinking Pinot Gris/Grigio weekly and 8% said they drink Riesling weekly. Over half of respondents (56%) indicated they seldom or never drink Riesling, the lowest among the varietals tested except for Gewurztraminer and White Zinfandel. High-frequency wine drinkers (drink at least several times a week) and high-end wine buyers (purchase bottles that cost $20 or more at least once a month) were less likely to never or rarely drink Riesling, but no more likely to drink it on a weekly basis. Thus “core”

45

Riesling drinkers are a very small part of the regular wine drinking population. Usage of Riesling – Food Matches and Occasions Riesling had a mixed reception when paired with various foods and dining occasions. The wine-drinking occasions for which Riesling does best tend to be casual and not “status” situations. When compared to Chardonnay, Riesling was preferred as an aperitif or on a picnic, but lost out in gifting and restaurant scenarios, in particular at expensive restaurants. Dry and sweet Rieslings have different roles at the dinner table. Slightly sweet Riesling was preferred by a small margin over dry Riesling and other white wines with Asian or spicy foods and as an aperitif. Sweeter Riesling performed poorly with seafood, sushi and sashimi, salads and pork chops. Dry Riesling did better with these foods, but other white varietals were still more likely to be preferred over any style of Riesling. Finally, in specific on-premise scenarios with friends dining on seafood or a variety of dishes, Riesling was less likely to be chosen than Chardonnay, Pinot Grigio or Sauvignon Blanc. A substantial minority (22%) perceived Riesling as having particular affinity to summer drinking, with 45% believing it appropriate throughout the year. In sum, the news of Riesling’s affinity with many foods has not reached many wine consumers. In addition, there seems to be a widely held perception that Riesling is not a prestigious or impressive choice for special or social occasions. Attitudes toward Riesling and Sweet Wines In principal, respondents recognized that great wines can be sweet – 42% agreed that some of the world’s greatest wines are sweet and just 9%

46

agreed that high quality wines are seldom sweet. However, 32% agreed that sweet wines are more suited to casual drinking, which may indicate that these consumers are thinking of wines other than Riesling when the concept of “great” sweet wines is considered. In addition, 39% agreed that dry wines go better with food. Nonetheless, these proportions are not sufficient to explain the preference for other varieties in many situations or the low frequency of Riesling consumption. Riesling’s credibility as a fine wine variety of world class quality needs to broaden among consumers, independent of sweetness level. A Proposed Segmentation of Riesling Consumers Perceptions of Riesling’s sweetness or dryness do not directly correlate with higher or lower levels of consumption. In each “perception group” there is a small percentage (5% to 8%) of consumers who drink Riesling either weekly or several times a week. However, because respondents who consider Riesling to be sweet are by far the largest “perception group” at 45%, it can be stated that most of those who drink Riesling weekly or more often believe it to be a sweet wine.

The consumers who think Riesling is dry (rated “4” or “5” on a scale where “1” is very sweet and “5” is very dry), or who know that it is made in multiple levels of sweetness/dryness, were more likely to drink Riesling one to three times a month, but not more often than that. Those who think that Riesling is sweet (rated “1” or “2” on the same scale) were more likely to drink it less often than monthly. However, of those who drink Riesling weekly or more often, 50% reported that Riesling is very sweet or sweet (rated it “1” or “2”). Of those who never drink Riesling, 25% perceived it to be very sweet. Thus there is a “Riesling is sweet and I like it” segment and a “Riesling is very sweet so I don’t like it” segment. The following sub-segment descriptions of Riesling drinkers are suggested by their combinations of consumption frequency and sweetness perceptions:

47

Consumers who think that Riesling is sweet and drink it weekly or

more often: roughly 5% of Riesling drinkers in this survey. This group probably forms the constituency for many of the medium-sweet California and Washington wines in moderate price ranges and may also be responsible for some of the German wine consumption. It is worth noting that while 50% of all those who drink Riesling weekly or more often classify Riesling as sweet, 21% of those who drink Riesling weekly or more often also drink White Zinfandel at this same frequency. It is assumed, therefore, that roughly half of weekly or more often Riesling consumers who classify Riesling as sweet are also White Zinfandel consumers.

Consumers who know Riesling is available in multiple

sweetness/dryness levels and drink it weekly: roughly 3% of Riesling drinkers in this survey. These consumers are more likely to be high-end wine buyers and high-frequency wine drinkers. They probably constitute the group of wine lovers who have grasped the attributes of Riesling touted by its fans in the trade and press. Presumably they are familiar with a variety of Rieslings and purchase from Germany, Alsace, and a variety of domestic sources, as well as perhaps Australia and Austria.

Consumers who think Riesling is dry and drink it weekly: the

smallest group of Riesling fans, less than 1% of Riesling drinkers in this survey. This group may include those who stick to Alsatian, Austrian and other Rieslings labeled dry; those who talk dry and drink sweet; and those who prefer off-dry or Kabinett styles, but perceive them as dry.

Consumers who know Riesling is made in multiple levels of

sweetness and drink it regularly but not frequently (1 to 3 times a month): roughly 16% of Riesling drinkers in this survey. These are what might be called “Sophisticated Dabblers.” They are more likely to be high-frequency wine drinkers and high-end wine buyers, drink Riesling regularly, but less frequently than they drink

48

other white varietals. This is a promising market segment if their barriers to more frequent Riesling consumption are overcome. Presumably these barriers trace to lack of prestige for Riesling or food/occasion matching issues.

While the above segments seem both identifiable and cohesive it should be noted that 47% of Riesling drinkers in the survey drink Riesling less often than monthly, and are therefore much harder to classify. However, the above-described consumer segments (while they represent perhaps 25% of all Riesling drinkers) account for the lion’s share of Riesling sales in the U.S. Important as well is the fact that a substantial proportion of total survey respondents do not appear to like sweet wines or accord them much respect. This sets a ceiling on Riesling’s potential market penetration. On the other hand, it is possible that marginal and uninvolved or more casual wine consumers drink a disproportionate share of Riesling (which cannot be projected from data collected in this survey). Although the data on low-frequency drinkers do not suggest this to be the case, the overlap between sweet Riesling drinkers and White Zinfandel consumption does suggest it as a possibility.

49

Survey Questionnaire 1. What is your age? Under 21 (Disqualifies) 21-29 30-39 40-49 50-59 60 and over 2. What is your gender? Male Female 3. In what state do you live? (Drop-down) 4. Do you, or does any member of your household, work in any of the following businesses? Restaurant or hospitality industry (Disqualifies) Grape grower, wine producer (Disqualifies) Importer, distributor or retailer of wine (Disqualifies) None of the above 5. Please pick one of the answers below. On average, how often do you have occasion to drink wine? Every day A few times a week About once a week 2-3 times a month About once a month Once every 2-3 months Less often than once every 2-3 months (Disqualifies)

50

6. Please indicate how often, on average, that you buy wine at retail in these price ranges (per 750ml bottle)?

Weekly Monthly Several Times a Year Less Often Never

Under $10 $10-$15 $15-20 Over $20 7. Please rate the following descriptions of a white wine along a scale from very dry to very sweet. If you are unsure of (or don’t know) where to put a term on the scale, please check “unsure/don’t know.”

(Very dry) 5 4 3 2 1 (Very sweet) Unsure/Don’t know Dry Off-dry Medium Dry Semi-Sweet Sweet Dessert Late Harvest Crisp Fruity (Terms rotate) 8. Please rate the following types of white wine along a scale from very dry to very sweet. If you think that any of these wines are made in a multiple range of different dryness/sweetness styles, please check “multiple.” If you are unsure of (or don’t know) where to put a term on the scale, please check “unsure/don’t know.”

(Very dry) 5 4 3 2 1 (Very sweet) Multiple Unsure/Don’t Know Chardonnay Riesling Sauvignon Blanc Pinot Grigio Gewurztraminer White Zinfandel

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9. On average, how often do you drink following varieties of white or blush wine?

Several times a week Once a week Few times a month Once a month Less often Never Chardonnay Riesling Sauvignon Blanc Pinot Grigio Gewurztraminer White Zinfandel 10. Which, if any, of the following varieties of white or blush wine have you enjoyed in the past but no longer drink? Check any or all that apply. Chardonnay Riesling Sauvignon Blanc Pinot Grigio Gewurztraminer White Zinfandel 11. Thinking of the following wines, do you associate or prefer to drink any of them with a particular season? If so, please indicate the appropriate season. If you associate or prefer to drink any of these wines throughout the year, please check “throughout year.”

Spring Summer Fall Winter Throughout year Chardonnay Riesling Sauvignon Blanc Pinot Grigio Gewurztraminer White Zinfandel 12. If you rarely or never drink Riesling white wine, why is that? If you currently drink Riesling wine, please skip this question. (Open-ended text box)

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13. Please indicate which of the following wines you would prefer to drink with the occasions or foods listed below. Please check the ONE choice you would be most likely to make.

Dry Riesling Slightly Sweet Riesling Other white wine None/Don’t know As an aperitif With seafood with sushi or sashimi With spicy foods (e.g. Indian or Mexican) With many Asian foods (Thai, Vietnamese, Chinese) With salads With pork chops With desserts Just to have as a glass of wine (with or without food) at any time of day 14. For the occasions listed below, please indicate whether you would be more likely to choose a Chardonnay or Riesling wine. If you would choose another type of wine, or would choose neither Chardonnay nor Riesling, please check “other/neither.”

Chardonnay Riesling Other/Neither Casual glass of wine at home As an aperitif at a dinner party As a gift to a wine-loving friend To order at an expensive restaurant To order at a casual restaurant To take on a picnic 15. When you dine out and are having white wine, how often does the sommelier or wait staff recommend wines produced from the following grape varieties?

Frequently Occasionally Seldom Never Chardonnay Riesling Sauvignon Blanc Pinot Gris/Pinot Grigio Gewurztraminer 16. Have your friends or relatives ever recommended or served Riesling wines to you? Yes No

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17. Which ONE of the following best describes the most recent occasion on which you drank a Riesling wine? If you have not had a Riesling wine in the past year, please check “Have not had Riesling in the past year.” By the glass at a bar or restaurant By the bottle at a restaurant At the home of a friend With dinner at home As a casual glass of wine at home At a wine tasting Have not had Riesling in the past year 18. Please check any of the following statements with which you are in agreement. High quality wines are seldom sweet Dry wines match food better than sweet wines Some of the world’s greatest wines are sweet Riesling grows best in cool climates Any grape can be made into a dry or sweet wine Riesling only makes great wine in a few specific regions Riesling can be made in a variety of styles ranging from very dry to very sweet Wines with a little sweetness are best suited to casual drinking (Statements rotate) 19. Imagine you are at a restaurant and your table orders a variety of seafood. Assuming the following wines are of good quality and within your preferred price range, how likely would you be to order them?

(Very likely) 5 4 3 2 1 (Would not order) Chardonnay Pinot Grigio Riesling Sauvignon Blanc Gewurztraminer (Selections rotate) 20. Imagine you are at a restaurant and your table orders a variety of dishes, including fish, chicken, beef and a vegetarian entree. Assuming the following wines are of good quality and within your preferred price range, how likely would you be to order them?

(Very likely) 5 4 3 2 1 (Would not order) Chardonnay Pinot Grigio Riesling Sauvignon Blanc Gewurztraminer (Selections rotate)

Documents

Survey for the International Riesling Foundation