Are you a Traditionalist or Satisfied sipper?
An online study of more than 3,500 premium wine consumers commissioned by Constellation Wines found that that consumers fall into six segments: Enthusiasts, Image seekers, Savvy shoppers, Traditionalists, Satisfied sippers and Overwhelmed.
You could surely use the same categories for beer drinkers, although there must be a better monicker than “satisfied sipper.” I’m wondering if 23% would be “overwhelmed” as in the wine survey?
The reports found, “Overwhelmed consumers . . . find shopping for wine complex and worry about making a mistake. Good shelf descriptions and staff recommendations play a key role in their purchase decisions.”
The press releases also states, “The results of the study may point to new opportunities. Understanding that nearly 1 in 4 premium wine consumers is ‘overwhelmed’ can inspire creative new approaches to everything from ‘how-to’ in-store displays to novice-friendly restaurant wine lists.”
