The Great BIG Wine Survey brought to you by Hollard takes a look at South Africans’ relationship with wine across a range of income and age brackets, and the insights are available to wine producers at no cost. The survey is a collaboration between TOPS at SPAR Wine Show; KLA, a consumer insights agency; and Peter McAtamney, founding Principal of Wine Business Solutions (WBS).
The Great BIG Wine Survey was initially planned as a lockdown project but will now become an annual event to benchmark and track trends, note shifts in behaviour, and measure progress.
In the inaugural survey, over 1200 questionnaires were completed, each of which featured more than 120 questions. VINPRO was amongst the group of external stakeholders who offered their expertise in the development of the questionnaire. “This value-add initiative and collaboration with key partners is exactly what the industry needs,” said Christo Conradie, VINPRO’s Manager: Wine Business. “While the Covid-19 pandemic and its ripple effects will be with us for a while, it’s critical to understand the latest consumer insights, conduct further analysis, and present recommendations to an array of players along the wine supply chain, specifically in the local market.”
Some of the findings were:
- Through customer engagement with online content, or via the targeting of those already engaged (66% of the sample indicated as such), it can be expected that those customers will pay an average of 22% more per bottle for wine.
- While the majority of the respondents claim to prefer red wine, the wine industry produces more white than red in a 2/3 to 1/3 ratio. “Up to 53% of the respondents stated their preference for red wine vs. about 15% who prefer white,” says TOPS at SPAR Wine Show Producer Andrew Douglas.
- As expected, the preference for rosé, sparkling and white wine was weighted towards women, and red towards men.
- “The drive to promote more premium wine purchases is the biggest growth opportunity for South Africa,” says Andrew. “To achieve this, the weighting of stock-keeping units should be towards red wine. If white wine sales delivered better volume, velocity and margin, there would be a case for focusing on white, but from global experience, this is not the case so a shift to red makes more sense.”
Wine industry stakeholders interested in finding out more about the 2020 Great BIG Wine Survey or plans for 2021, can contact Andrew Douglas.