OWB commissioned Full Glass Research to conduct a survey to better understand the purchase habits, buying influences and perceptions of premium wine regions among High Frequency High End (HFHE) consumers. The HFHE consumer base is comprised of approximately 10-12 million adults in the U.S. who purchase 85% of wines priced more than $20 at retail. They consume wine more than once per week and purchase wine priced more than $20 at least monthly. The study was comprised of 475 HFHE buyers from around the country, who are part of the Wine Opinions survey panel.
Summary of key takeaways:
Perceptions
- Of Oregon’s major winegrowing regions, the Willamette Valley was the most well-known and leads in quality perceptions, with more than 70% rating it “Excellent” or “One of the Best.”
- The value perception of wines from Oregon is weaker than those from Washington or Sonoma, although much stronger than wines from Napa.
- Oregon’s strongest top-of-mind association is Pinot noir, which is true also of the Willamette Valley and, to a lesser extent, Southern Oregon.
- Of attributes tested, 75% agreed that Oregon comprises “many small artisan producers or family wineries.” Other attributes with more than 50% agreement include “food-friendly wines,” “good value for money” and “sustainably farmed/produced.”
Purchase Drivers / Barriers
- Top reasons that HFHE consumers do not choose Oregon wines include availability and awareness: either they know very little about Oregon wine or they do not regularly see Oregon wines where they shop.
Tourism
- The majority of HFHE consumers have not visited an Oregon wine region; the opposite is true of Napa and Sonoma.
- Among those that have visited more than half cite previous experience with Oregon wine and/or the desire to discover new wines as factors influencing their decision to visit.
- More than 80% of those who have traveled to Oregon wine country reported that they “greatly enjoyed it and plan to return some day,” driven by the quality of the wine, the sense of discovery and the friendliness and hospitality.
Three prime opportunities have presented themselves in the findings of this research:
- Increase the awareness and perception of Oregon’s quality among this audience
- Expand the availability of Oregon wine in market to increase familiarity and opportunities to purchase
- Drive more tourism among this audience to Oregon’s wine regions, which will lead to an increase in purchase of Oregon wine in visitors’ home markets
Click here to read the full report or view the webinar presentation about the findings.
