Key Takeaways
- Vista Grande partnered with the Wine Market Council on a national study to identify barriers slowing wine sales, especially among younger consumers.
- Using Shopper Stream™ video shop-along interviews and Category Choice Architecture® research, the study examined how shoppers perceive and navigate the wine category.
- Findings revealed key obstacles in the purchase journey, including outdated assumptions and moments where brands lose shopper attention.
- The research highlights opportunities for wine brands to reignite interest, improve engagement, and better connect with younger drinkers both in-store and on-premise.
We recently partnered with The Wine Market Council on a major national study exploring how to overcome barriers to wine sales, particularly among younger generations, as interest in the category faces challenges due to the increasingly unpredictable market environment.
Through the study, via our qualitative Shopper Stream™ shop-along video interview service combined with our quantitative Category Choice Architecture® flagship survey platform, we uncovered key obstacles shaping how shoppers perceive and shop the category, from outdated assumptions to moments along the path to purchase where brands risk losing attention. The findings highlight ways to inspire renewed interest and engage younger consumers, both on-premise and in-store.
This work reflects our shared focus on helping brands see their category through a fresh lens and discover opportunities for connection and growth where they’re needed most.
You can read more about the study and its findings in the recent article published by Wine Business Monthly: Read the full article here
