Marketing, branding, tasting room studies with cold hardy wine · MSU Wine Tourism Research Group....
Transcript of Marketing, branding, tasting room studies with cold hardy wine · MSU Wine Tourism Research Group....
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Marketing, branding, tasting room studies with cold hardy wine
Dr. Dan McCole
Michigan State University
Department of Community Sustainability
March 17, 2016
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MSU Wine Tourism Research Group
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The Northern Grapes Project (NGP) was
funded in 2011 by the USDA to focus on the
emergence of super cold hard-based wine
grapes(Vitis riparia) cultivars.
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How much do TRV’s spend during trips that include winery visits?
Which collaborative initiatives have the highest ROI for wineries?
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From these studies, we have learned a lot about
what impacts tasting room wine sales
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Takeaway #1
Charging a tasting fee doesn’t impact
wine sales
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Takeaway #2
Where wine is sold impacts how it’s
sold?
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What are the 3 most Common Distribution Points for Wine?
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What Impacts the Purchase Decision at Retail?
• Price
• Occasion
• Number of choices
• Wine Label:
• Staff
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What Impacts the Purchase Decision at Restaurant?
• Price
• Occasion
• Number of choices
• Wine List:
• Server/Sommelier
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What Impacts the Purchase Decision at Winery Tasting Room?
• Price
• Occasion
• Number of choices
• Atmosphere
• Sample
• Tasting notes
• Label
• Tasting room staff
• The overall experience
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Where do you sell your wine?
90% sell more than ½ at winery
2/3 sell at least 75% at winery
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Takeaway #3
Provide a good tasting room experience and people will buy more
wine
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What do people buy at wineries?
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“We sell the ability for a 42 year-old
accountant to ride through neighborhoods
making people nervous. Something he
don’t get in his everyday live.”
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What kind of experience do
visitors want at the winery?
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17%
2%6%
34%
15%18%
2% 3% 2%
Primary Reason for Visiting Winery
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25%
72%
30%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Wine Reasons Leisure Reasons
Primary Reason for Visiting Winery?
WI & MN
MI
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Michigan WI & MN
% Purchased Wine 91.2% 92.5%
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Michigan WI & MN
% Purchased Wine 91.2% 92.5%
Avg. # Bottles 7.4 6.9
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Michigan WI & MN
% Purchased Wine 91.2% 92.5%
Avg. # Bottles 7.4 6.9
Avg. Price $16.56 $14.14
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Michigan WI & MN
% Purchased Wine 91.2% 92.5%
Avg. # Bottles 7.4 6.9
Avg. Price $16.56 $14.14
Total Spent $123.21 $97.57
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96%
7%
69%
35%
18%
56%67%
57%
24%
Why They Purchase Wine
% who "agree" or "strongly agree”
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Does the visitor’s experience at the tasting room impact how much wine they buy?
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Tasting Room Visitor Satisfaction
Dr. Miguel Gomez & Erin Kelly (Cornell University)
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Tasting Room Visitor Satisfaction
Dr. Miguel Gomez & Erin Kelly (Cornell University)
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What factors lead to wine purchases at winery?
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Tasting Room Visitor Satisfaction
Dr. Miguel Gomez & Erin Kelly (Cornell University)
• Friendliness
• Wait times
• Elbow room
• Wine quality
• Presentation of wines
• Wine prices
• Atmosphere
• Cleanliness
• Appearance of grounds
• Lighting & sounds
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Does information about the wine increase how much a
consumer values it?
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Takeaway #4
What wineries communicate about the
wine can impact how much consumers value it
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Sample Tasting Note
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Sample Tasting Note
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Sample Tasting Note
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Sample Tasting Note
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Which do you think produced more wine sales?
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Tasting Note without the Sensory Descriptors
• 14.33 more bottles sold per day
• $215.53 more in sales per day
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Local Message
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Wine Description
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Awards
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Overall Willingness to Pay:
$15.75
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$0.60
$0.04
$0.58
$1.15
All Bids Description of Wines Local Information Awards
Effect of Different Types of Information on Consumer Value
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$0.60
$0.04
$0.58
$1.15
All Bids Description of Wines Local Information Awards
Effect of Different Types of Information on Consumer Value
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$0.60
$0.04
$0.58
All Bids Description of Wines Local Information Awards
Effect of Information on Consumer Value
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$0.60
$0.04
$0.58
$1.15
All Bids Description of Wines Local Information Awards
Effect of Different Types of Information on Consumer Value
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$15.62
$15.87
Marquette Artistic Name
Effect of Wine Name on Consumer Value