Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
1© Wine Intelligence 2017
CELLAR DOOR, ONLINE & WINE CLUB PURCHASING AUSTRALIA 2017
2
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
3
Cellar door, online & wine club purchasingAustralia 2017
Introduction 1/2
Wine Intelligence presents its inaugural Cellar Door, Online & Wine Club Purchasing report for the Australian
market 2017. This report aims to explore winery and cellar door visitation in Australia, as well online purchasing
and via wine clubs.
Over half of regular wine drinkers have visited a winery or cellar door in the past 12 months, and when speaking
to members of the trade, it is clear there has been a shift in what consumers are wanting to get out of their visits
to wineries and cellar doors. Whilst purchasing and tasting wine is a motivator for visiting cellar doors, it is
becoming more about the overall experience and value that can be added, rather than simply a trip to stock up on
wine. The average spend on a bottle of wine is higher at the cellar door than through other channels, due to the
opportunity to engage consumers with premium wines, thus developing sales at higher price points. Visitors are
increasingly more demanding, judging value through elements such as personalised and more in-depth hands-on
wine experiences, casual and shared food offers and exclusive ranges.
The volume of sales alone purchased at the cellar door no longer remains the primary motivator for wine business
as the recognition grows for the ability of cellar doors to act as a vital brand building and ambassador-generating
channel within the marketing mix. With this in mind, increasing emphasis is placed on the role of engaging and
effective cellar door staff as the face of the brand.
With over 1,600 cellar doors operating in Australia¹, understanding the attitudes and motivations of Australian
regular wine drinkers who are visiting wine regions and wineries is crucial in shaping offerings to further entice
visitors. The Hunter and Barossa Valleys are visited by the highest proportion of Australians, yet rank lower for
multiple visits within 12 months, suggesting that these regions are visited perhaps as more of a one-off annual
occasion. Unsurprisingly, Australian drinkers opt to travel to cellar doors closer to home.
4
Cellar door, online & wine club purchasingAustralia 2017
42% of regular wine drinkers in Australia have purchased wine whilst visiting a cellar door. However, cellar door purchasing generates the lowest basket size, with those buying online, remotely from a winery or via a wine club more likely to buy over 6 bottles in one purchase, reflecting the implications of minimum purchasing requirements for shipping.
Although gaining considerable momentum in the last decade, online sales either from a retailer or directly from the winery are still placed outside the top 8 wine buying channels for Australia regular wine drinkers. When consumers do decide to purchase through these channels, they are turning to the online offerings of familiar bricks and mortar retailers such as Dan Murphy’s, Liquorland and BWS. Wine drinkers in Australia are typically content with the range offered in traditional retail channels and that alleviating shipping costs and wanting bigger discounts on wine brands were the two key incentives for further purchase via the online channels.
Introduction 2/2
Source:
¹ http://winetitles.com.au/statistics/wineries_cellars.asp
5
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
6
Cellar door, online & wine club purchasingAustralia 2017
Source: Wine Australia
Wine regions of Australia: Context for cellar door visits and wine tourism
7
Cellar door, online & wine club purchasingAustralia 2017
1. CELLAR DOOR EXPERIENCE DEVELOPING
▪ Cellar doors are not seen a place to simply undertake a counter tasting, with visitors seeking more experiential activities that encompass vineyards, production and food offerings
2. TRADITIONAL WELL-ESTABLISHED WINE REGIONS STILL LEAD VISITATION
▪ The larger, well-established wine regions lead in terms of the proportion of Australians who visit the regions
3. CELLAR DOOR SEEN AS THE HEART OF THE BUSINESS BY TRADE
▪ Role of the cellar door within wine businesses growing in importance for representing the brand, regardless of the volume of the sales driven directly from this channel
4. CELLAR DOOR VISITORS INCREASINGLY INVOLVED IN CATEGORY
▪ Cellar door visitors are increasingly engaging with the stories about, and information behind, the wines they are experiencing
5. INCREASING EMPHASIS ON FOOD OPTIONS AT CELLAR DOOR
▪ Informal and shared food options and food pairings increasingly important as part of the overall ‘lifestyle and experiential’ offering of the cellar door experience
6. INCREASE IN REDEEMABLE TASTING FEES
▪ Increasing trend of redeemable tasting fees, often resulting in increased sales and more engaged consumers
7. LINKING WITH TOURISM OF REGION SEEN AS KEY FOR CELLAR DOORS
▪ Opportunities for the industry going forward to focus on providing an overall tourism experience, and continuing to focus on personalisation
Management summary: Cellar door
8
Cellar door, online & wine club purchasingAustralia 2017
8. SHIPPING COSTS STILL A MAJOR BARRIER
▪ The convenience of online shopping is a major motivation for online channels, yet shipping costs still remain a major barrier
▪ Reducing shipping costs is essential in driving further online & direct purchasing
9. QUALITY OVER QUANTITY FOR CELLAR DOOR SALES
▪ Cellar door purchases during a visit is the most likely channel for consumers to spend over $30 on a bottle and provides an opportunity for cellar door staff to showcase their premium offerings
▪ Australian regular wine drinkers are motivated by exclusivity when buying remotely from a cellar door or winery
10. PREFERENCE FOR ONLINE STORES OF TRADITIONAL RETAILERS
▪ Wine drinkers report that they are often happy with the range available from bricks-and-mortar retailers, so lack the motivation to switch to other online channels
▪ However, the top ranked online channels are led by the online offerings of bricks-and-mortar retailers, with Dan Murphy’s leading
Management summary: Online and direct wine purchasing
9
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
10
Cellar door, online & wine club purchasingAustralia 2017
33%
32%
24%
23%
19%
18%
17%
16%
15%
15%
12%
11%
10%
9%
8%
7%
Hunter Valley
Barossa Valley
Margaret River
Yarra Valley
McLaren Vale
Adelaide Hills
Clare Valley
Mornington Peninsula
Tasmania
Rutherglen
Swan Valley
Coonawarra
Mudgee
Perth
Canberra
Orange
7%
7%
6%
6%
5%
5%
5%
5%
5%
5%
4%
4%
4%
3%
2%
1%
Geelong
Beechworth
Grampians
Granite belt
Heathcote
Riverina
Langhorne Creek
Eden Valley
King Valley
Limestone Coast
Riverland
Great Southern
Southern Highlands
Shoalhaven Coast
Tumbarumba
Wrattonbully
Visiting Australian wine regions (Australian residents)The larger, well established wine regions lead in terms of the proportion of Australians who visit the regions
Wine regions visited for cellar door visiting% who have visited the following wine regions for the purpose of visiting a winery/cellar door Base = Those who have been to a wine region for the purpose of visiting a winery/cellar door
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
11
Cellar door, online & wine club purchasingAustralia 2017
Visiting Australian wine regions (Australian residents) Australian regular wine drinkers, as expected, are more likley to visit wineries located near them
Note: ACT, Tasmania and Northern Territory are not present due to small sample sizes
red: Significantly higher than all regular wine drinkers at a 95% confidence level
blue: Significantly lower than all regular wine drinkers at a 95% confidence level
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
² https://www.wineaustralia.com/getmedia/a400d503-3819-4289-b689-2db32730a179/USA-1204-Final-Report
Wine regions visited top 20 - by state of residence% who have visited the following wine regions for the purpose of visiting a winery/cellar door Base = Those who have been to a wine region for the purpose of visiting a winery/cellar door
Metro residents dominateAccording to Wine Australia, 91% of cellar door visitors live in or surrounding Sydney, Melbourne, Adelaide, Perth and Brisbane²
New South
WalesQueensland
South
AustraliaVictoria
Western
Australia
Hunter Valley (NSW) 33% 63% 41% 7% 14% 9%
Barossa Valley (SA) 32% 22% 38% 73% 28% 25%
Margaret River (WA) 24% 17% 18% 18% 19% 69%
Yarra Valley (VIC) 23% 15% 16% 10% 50% 9%
McLaren Vale (SA) 19% 13% 14% 62% 12% 15%
Adelaide Hills (SA) 18% 12% 19% 45% 13% 13%
Clare Valley (SA) 17% 10% 17% 46% 12% 16%
Mornington Peninsula (VIC) 16% 8% 5% 7% 37% 9%
Tasmania (TAS) 15% 15% 14% 6% 13% 8%
Rutherglen (VIC) 15% 10% 8% 6% 31% 10%
Swan Valley (WA) 12% 7% 10% 9% 6% 50%
Coonawarra (SA) 11% 9% 7% 25% 12% 3%
Mudgee (NSW) 10% 21% 10% 3% 3% 5%
Perth (WA) 9% 5% 10% 3% 7% 29%
Canberra (ACT/NSW) 8% 12% 4% 4% 2% 3%
Orange (NSW) 7% 16% 8% 1% 2% 3%
Geelong (VIC) 7% 6% 3% 5% 14% 4%
Beechworth (VIC) 7% 6% 4% 3% 12% 5%
Grampians (VIC) 6% 4% 2% 6% 16% 3%
Granite belt (QLD) 6% 5% 17% 2% 2% 1%
All AUS regular
wine drinkers
State of residence
12
Cellar door, online & wine club purchasingAustralia 2017
Visiting Australian wine regions (Australian residents) South Australian regions are particularly popular with those aged over 65, younger consumers are less likely to visit the popular regions of Barossa and Hunter
red: Significantly higher than all regular wine drinkers at a 95% confidence level
blue: Significantly lower than all regular wine drinkers at a 95% confidence level
Sources: http://www.destinationnsw.com.au/wp-content/uploads/2013/05/Food-wine-tourism-NSW-Jan-2015-report.pdfWine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Wine regions visited top 20 - by age % who have visited the following wine regions for the purpose of visiting a winery/cellar door Base = Those who have been to a wine region for the purpose of visiting a winery/cellar door
18-24 25-34 35-44 45-54 55-64 65+
Hunter Valley 33% 17% 29% 36% 31% 41% 42%
Barossa Valley 32% 15% 20% 29% 33% 38% 56%
Margaret River 24% 16% 18% 23% 23% 30% 33%
Yarra Valley 23% 16% 19% 28% 24% 26% 25%
McLaren Vale 19% 3% 13% 15% 17% 24% 35%
Adelaide Hills 18% 9% 14% 15% 16% 24% 26%
Clare Valley 17% 7% 9% 10% 14% 25% 35%
Mornington Peninsula 16% 15% 11% 15% 17% 17% 20%
Tasmania 15% 17% 14% 13% 16% 18% 16%
Rutherglen 15% 8% 10% 10% 19% 21% 23%
Swan Valley 12% 8% 10% 11% 11% 15% 18%
Coonawarra 11% 2% 2% 10% 8% 18% 23%
Mudgee 10% 4% 7% 9% 11% 12% 18%
Perth 9% 13% 11% 4% 11% 6% 11%
Canberra 8% 13% 5% 7% 9% 6% 8%
Orange 7% 8% 8% 9% 8% 4% 7%
Geelong 7% 10% 8% 5% 7% 9% 4%
Beechworth 7% 7% 6% 6% 7% 9% 6%
Grampians 6% 7% 5% 6% 7% 6% 7%
Granite belt 6% 7% 3% 1% 6% 8% 11%
All AUS regular
wine drinkers
Age groups
13
Cellar door, online & wine club purchasingAustralia 2017
Visiting Australian wine regions (Australian residents) Mainstream Value Seekers are more likely to visit a range of different regions, all of which are have long histories of producing quality wine
Wine regions visited top 20 – by Portrait group% who have visited the following wine regions for the purpose of visiting a winery/cellar door Base = Those who have been to a wine region for the purpose of visiting a winery/cellar door
Adventurous
Explorers
(n=204)
Developing
Drinkers
(n=194)
Mainstream
Value Seekers
(n=164)
Contented
Casuals
(n=204)
Newbies
(n=104)
Senior Sippers
(n=136)
Hunter Valley 33% 34% 26% 44% 33% 28% 31%
Barossa Valley 32% 31% 19% 45% 36% 18% 41%
Margaret River 24% 28% 18% 33% 23% 14% 20%
Yarra Valley 23% 30% 18% 27% 23% 18% 16%
McLaren Vale 19% 20% 10% 30% 15% 16% 22%
Adelaide Hills 18% 22% 10% 27% 16% 15% 15%
Clare Valley 17% 20% 9% 29% 15% 7% 14%
Mornington Peninsula 16% 20% 13% 20% 15% 11% 11%
Tasmania 15% 23% 13% 15% 16% 8% 10%
Rutherglen 15% 14% 11% 28% 14% 10% 12%
Swan Valley 12% 15% 12% 13% 11% 8% 11%
Coonawarra 11% 10% 5% 22% 9% 4% 8%
Mudgee 10% 9% 8% 17% 8% 9% 12%
Perth 9% 12% 13% 10% 7% 4% 4%
Canberra 8% 11% 7% 8% 5% 9% 4%
Orange 7% 11% 9% 8% 5% 5% 4%
Geelong 7% 12% 6% 6% 6% 3% 4%
Beechworth 7% 10% 8% 6% 6% 5% 2%
Grampians 6% 13% 5% 6% 4% 4% 4%
Granite belt 6% 6% 3% 11% 5% 3% 4%
Portrait GroupsAll AUS
regular wine
drinkers
red: Significantly higher than all regular wine drinkers at a 95% confidence level
blue: Significantly lower than all regular wine drinkers at a 95% confidence level
Source:Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
14
Cellar door, online & wine club purchasingAustralia 2017
Visiting Australian wine regions (Australian residents) Taking into account the number of visitors and frequncy of visits, Tasmania rises in the rankings to be in the top six regions for the proportion of annual visits to wine regions in Australia
Proportion of all visits to wine regions in the past 12 months (Total number of visits calculated by number of visits & frequency of visit to each region)% of all wine region visits for the purpose of visiting a winery/cellar door in the past 12 monthsBase = Those who have visited each wine region for the purpose of visiting a winery/cellar door in the past 12 months
Note: The sample of those who have visited a region is based on those who have ever visited a region, not just in the past 12 months
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Rank Region Rank Region
1 Hunter Valley 9% 17 Orange 2%
2 Barossa Valley 8% 18 Heathcote 2%
3 Yarra Valley 7% 19 Eden Valley 2%
4 Margaret River 7% 20 Riverina 2%
5 McLaren Vale 5% 21 Beechworth 2%
6 Tasmania 5% 22 Grampians 2%
7 Adelaide Hills 5% 23 Langhorne Creek 2%
8 Mornington Peninsula 5% 24 Great Southern 2%
9 Clare Valley 4% 25 Granite belt 2%
10 Rutherglen 4% 26 Riverland 1%
11 Swan Valley 4% 27 King Valley 1%
12 Perth 3% 28 Limestone Coast 1%
13 Canberra 3% 29 Southern Highlands 1%
14 Mudgee 2% 30 Shoalhaven Coast 1%
15 Coonawarra 2% 31 Tumbarumba 1%
16 Geelong 2% 32 Wrattonbully 0.5%
2017 2017
15
Cellar door, online & wine club purchasingAustralia 2017
Adelaide Hills
Barossa Valley
Beechworth Canberra
Clare Valley
Coonawarra
Eden Valley
Geelong Grampians
Granite belt
Great Southern
Heathcote
Hunter Valley
King Valley
Langhorne Creek
Limestone Coast
Margaret River
McLaren Vale
Mornington Peninsula
Mudgee Orange
Perth
Riverina Riverland
Rutherglen
Shoalhaven Coast Southern Highlands
Swan Valley
Tasmania
Tumbarumba Wrattonbully
Yarra Valley
0%
5%
10%
15%
20%
25%
30%
35%
1.3 1.5 1.7 1.9 2.1 2.3 2.5
Visiting Australian wine regions (Australian residents) Hunter and Barossa Valleys have the highest proportion of people who have visited the regions in the past 12 months, but relatively low average frequency of visiting
Wine region visitation and frequency of visitation% who have visited each wine region in the past 12 months/average number of times visited amongst those who have been to each regionBase = Those who have visited a wine region for the purpose of visiting a winery/ cellar door in the past 12 months
Note: The sample of those who have visited a region is based on those who have ever visited a region, not just in the past 12 months
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Lower proportion of visitors, higher frequency per year
% o
f th
ose
wh
o h
ave
visi
ted
a w
iner
y in
th
e p
ast
12
mo
nth
s
Higher proportion of visitors, lower frequency per year
Lower proportion of visitors, lower frequency per year
Average number of times visited per year amongst those who have been to each region
Higher proportion of visitors, higher frequency per year
16
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
17
Cellar door, online & wine club purchasingAustralia 2017
35%65%
6.4 million 3Regular wine
drinkers who have visited a cellar door
(in the past 12 months)
80%
Wine drinkers (have consumed wine)
14.9 million 2
81%
Australian adult population
18.4 million 1
53%
Regular wine drinkers
(consumed wine at least once per month)
12 million 2
Sources: 1 Total 18+ population estimated by ABS in June 20152 Wine Intelligence online calibration study with YouGov, June’16, n=1,004 Australian adults. Wine=still light wine (red, white, rosé)3 Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Cellar door visits in Australia (Australian residents)
18
Cellar door, online & wine club purchasingAustralia 2017
Cellar door visits (Australian residents)90% of Australian regular wine drinkers have visited a cellar door in Australia, with 53% of doing so in the last 12 months
Cellar door visits % who indicate that each statement best describes their cellar door/winery visitBase = All Australian regular wine drinkers (n=1,005)
53%36%
10%Yes within the past 12 months
I haven't in the past 12 months, but have a while ago
I have never visited a wine region to visit cellar doors / wineries
Age mattersThose aged 25-34 are significantly more likely to have visited a winery/cellar door in the past 12 months, with those aged over 55 less likely to have visited
Involved wine drinkersAdventurous Explorers and Developing Drinkers, two of the most involved wine drinker Portrait segments, are significantly more likely to have visited a winery/cellar door in the past 12 months than other drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
19
Cellar door, online & wine club purchasingAustralia 2017
Cellar door visits (Australian residents)Cellar door visits are most popluar amongst the younger age groups, particulaly those aged between 25 – 34 years
Cellar door/winery visits % who indicate that each statements best describes their cellar door/ winery visitBase = All Australian regular wine drinkers (n=1,005)
*: Significantly higher than all regular wine drinkers at a 95% confidence level
*: Significantly lower than all regular wine drinkers at a 95% confidence levelSource: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
10%
25%*
10% 8% 12%6% 4%*
36%
23%*
23%*32%
37% 51%* 56%*
53% 52%
67%*59%
51%43%* 40%*
All Australianregular wine
drinkers(n=1,005)
18-24(n= 131)
25-34(n= 208)
35-44(n= 208)
45-54(n= 152)
55-64(n= 143)
65 and over(n= 163)
Yes within the past 12 months
I haven't in the past 12 months,but have a while ago
I have never visited a wine regionto visit cellar doors / wineries
20
Cellar door, online & wine club purchasingAustralia 2017
Visiting Australian cellar doors (Australian residents) Australian regular wine drinkers who have visited a cellar door in the past 12 months are most likely to visit 3 to 5 individual cellar doors per trip
Cellar doors visits per wine trip % who visit the number of cellar doors / wineries per trip to a wine regionBase = Those who have visited a wine region for the purpose of visiting a winery/ cellar door
Adventurous Explorers are more likely to
visit 10 or more cellar
doors
71% visit between 1-5 cellar doors per trip
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
33%
38%
12%
4%
13%
1-2 cellar doors
3-5 cellar doors
6-10 cellar doors
More than 10 cellar doors
Don't know / don't remember
21
Cellar door, online & wine club purchasingAustralia 2017
Individual cellar door visits (Australian residents)Although in a lesser known and more remote location, Brown Brothers, located in Milawa, is cited most frequently as the favourite cellar door amongst Australian visitors
Unprompted favourite cellar door Base = Those who have visited a wine region for the purpose of visiting a winery/cellar door Size of words: Greater prominence given to words that were mentioned by more people
13% of respondents
stated that they don’t have or
can’t remember their favourite
cellar door
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
22
Cellar door, online & wine club purchasingAustralia 2017
Reasons to visit cellar doors (Australian residents)The perception of the quality of the wine is still the main reason for consumers to favour a particular winery over others, with the location being a key driver too
Unprompted reason for a favourite cellar door Base = Those who have visited a wine region for the purpose of visiting a winery/ cellar doorSize of words: Greater prominence given to words that were mentioned by more people
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
23
Cellar door, online & wine club purchasingAustralia 2017
▪ Large shift towards the overall experience, rather being focused solely on just buying wine
▪ Consumers are willing to spend more time at individual cellar doors, in contrast to previous years where visitors were more likely to have visited the maximum number of cellar doors per trip
Cellar door visits: experiential tourismCellar door visits have moved towards an overall experiential tourism, rather than just tasting and buying wine from the counter
The industry is evolving to respond to the
consumers desire for more in-depth
experiences
Wine Room Manager
People are wanting more experiential offerings
rather than just tastings. Packages and those
one-on-one tailored experiences are growing
in popularity
Tourism Marketing Manager
The trend is for a more ‘personalised’
experience and educational tasting experiences
that go beyond standing at the bar and tasting
from a list
Brand Ambassador
People want more of an experience and less
just to stand at a counter.
Cellar Door Manager
As cellar door operators, we need to think
about what our offering is, rather than
previous years where we could simple offer a
basic counter tasting.
General Manager, Cellar Door
The biggest change is people are looking
more than to taste wine over the counter.
They are look for hands-on experiences, they
are wanting food and meals. They are wanting
a background story, where it has come from,
and where it is made
Guest Services Manager
24
Cellar door, online & wine club purchasingAustralia 2017
▪ The cellar door is viewed amongst wine businesses as the heart and soul of the brand, and key to engaging consumers and building brand relationships
▪ The cellar door provides an opportunity to experiment with new varietals and styles and receive instant feedback directly from consumers, not the trade
Cellar doors: importance within wine businessesRole of the cellar door within wine businesses growing in importance for representing the brand, regardless of the volume of the sales driven directly from this channel
Although a small part in a larger business, the
cellar door is the home of the brand
Wine Room Manager
Cellar door plays a major role. It only makes
up a small percentage of our revenue, but it’s
an important part of our business and it’s the
only place in the business where we are
actually talking to our consumers, not our
customers
Guest Services Manager
The cellar door is a place where we can sell a
bit of wine, but equally as important is the
opportunity to talk to people about the wine
and the brands and hopefully engage with
those people long term once they leave the
site
General Manager, Cellar Door
Our cellar door is a vital marketing activity for
the brand – we have the opportunity to
introduce new customers to the brand, and
foster brand awareness to other customers
Cellar Door Manager
We treat our cellar door as the chance to
showcase how we want our wine consumed
Cellar Door Manager
It contributes a great deal of monetary profit
to the business but also promotes the brand.
It provides a location to tell our story
Tourism Marketing Manager
25
Cellar door, online & wine club purchasingAustralia 2017
69%
62%
44%
38%
37%
34%
29%
23%
22%
19%
13%
11%
11%
7%
5%
1%
5%
Tasted wine
Bought wine to take home
Had a meal
Purchase food / other goods
Walked around the vineyard and enjoyed the nature
Bought wine to drink on the premises
Went on a tour of the cellars
Met the winemaker(s)
Went on a tour of the vineyard
Joined their mailing list
Attended an event (e.g. wedding, birthday)
Watched a video (e.g. about the winery)
Signed up to their wine club
Attended a wine education class (e.g. blending workshop)
Participated in a cooking class
Other activities
None of these
Cellar door visits: activities whilst visitingStrong connection and motivation with cellar door visiting when combined with food and outdoor experiences
Activities while visiting a cellar door% who have participated in the following activities during cellar door/winery visitsBase = Those who have visited a cellar door/winery in the past 12 months
Developing Drinkers are less likely to have tasted and
bought wine while visiting a cellar door,
with Adventurous Explorers more likely to do so
Those under 35 are less likely to have tasted
wine and bought wine to
take home
Those over 55 are significantly more likely to taste and buy
wine while visiting a cellar
door than other visitors
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
26
Cellar door, online & wine club purchasingAustralia 2017
45%
38%
34%
27%
26%
22%
18%
18%
11%
Taste more wine
Spend more time dining / eating
Spend more time touring the vineyards
Meet the winemaker(s)
Learn more about the history of the winemaking
Attend a wine education class (e.g. blending workshop)
Participate in a cooking class
Spend more time shopping for wine
None of these
Cellar door visits: desired activities (Australian residents) Both dining and a more ‘hands-on’ vineyard experience are key motiavtors for improving a cellar door expereince
Desired activities while visiting a cellar door% who wish to participate more in the following activities during a cellar door/winery visitBase = Those who have visited a cellar door/winery in the past 12 months
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Cellar doors used to be places people went to
because they thought they could try some
wines and find a bargain. It is much more
about the experience these days, it can
involve tastings but more and more cellar
doors will seek to offer deeper experiences
into wine.
General Manager, Cellar Door
27
Cellar door, online & wine club purchasingAustralia 2017
▪ Cellar door visitors are wanting to learn more about the wines, vineyard, area etc.
▪ Visitors increasingly willing to try new and different styles of wine
▪ Consumers are looking to build on their current knowledge of the category, and gain insight into the industry
Cellar door visits: engagement with wineriesCellar door visitors are increasingly engaging with the stories about, and information behind, the wines they are experiencing
The level of knowledge of consumers has
increased to most visitors now having a very
good knowledge of wine from Australia and
overseas
Cellar Door Manager,
We are constantly looking for something new
and a bit different to showcase to consumers.
Their tastes are branching out and they want
to try something else at the cellar door
Cellar Door Manager
As people become more comfortable with
wine, they are looking for something more
challenging
Tourism Marketing Manager
People are seeking the chance to learn more
and talk to an ‘expert’. They also want to
‘touch’ and see the product to understand
how it is made
Cellar Door Manager
28
Cellar door, online & wine club purchasingAustralia 2017
▪ Tastings have evolved from the traditional counter format and increasingly focus on:
▪ Personalised flights
▪ Hands-on blending
▪ Increased and expanded range (supported by enomatic and Coravin)
Cellar door visits: wine as experientialEvolvement of wine offering at cellar doors to both more personal and interactive
We have recently introduced structured tasting
flights that showcase a specific
varietal/region/wine making style
Wine Room Manager
We offer personalised styles of tastings and
blending workshops
General Manager, Cellar Door
We offer about 40 wines on tasting. We also
offer private tastings that can be tailored to
each customer
Tourism Marketing Manager
We offer tasting experiences and blending
exercises, as well as museum wine tasting via
enomatic machine
Brand Ambassador
We recommend people sit down for a flight
of three wines but people can still stand at the
counter. They can choose our from one of
our flight recommendations or make up their
own flight
Cellar Door Manager
We also have tourism experiences ranging
from a tasting tour to wine blending courses,
even a package that includes meeting the
winemaker and seeing operations
Guest Services Manager
29
Cellar door, online & wine club purchasingAustralia 2017
▪ There has been a shift in Australian culture towards wine being intrinsically linked to food and not simply a beverage
▪ Food and wine matching is a major component of cellar door operations and provides an additional touch point for the brand to create positive connections to the consumer, and provide further education
▪ Consumers now often expect food offerings at wineries, even if simple such as cheese platters or snack foods
Cellar door visits: culinary offeringsInformal and shared food options and food pairings increasingly important as part of the overall ‘lifestyle and experiential’ offering of the cellar door experience
We do light lunches- this is really popular and
growing, people seem to really be attracted to
food offerings at cellar doors
Tourism Marketing Manager
People also come for the wide open spaces,
the picnic spaces, somewhere they can run
their dog and children can run wild.
Tourism Marketing Manager
We link the food and wine experiences
together
General Manager, Cellar Door
We have a full a la carte restaurant and a casual
food offering available
Guest Services Manager
We offer private wine and cheese matching
tastings, and also a restaurant
Cellar Door ManagerWe offer share plates of food (cheese board
etc), a vineyard tour with lunch, or a food and
wine pairing with lunch
Cellar Door ManagerWe added a small share-food offer in our
wine room. This is balanced to ensure it’s
seen to complement the tasting, not turn our
wine room into a cafe, but has allowed people
to linger over their tasting and enjoy a more
leisurely experience
Cellar Door Manager
30
Cellar door, online & wine club purchasingAustralia 2017
▪ Strong potential seen for producers to align with local tour operators to facilitate substantial visitation
▪ Linking with the broader tourism to the local area seen as key to bring visitors in, as well as larger Australian tourism associations such as Ultimate Winery Experiences Australia
▪ Creating partnerships with local events, festivals or experiences in order to create further touch points with consumers
Cellar door visits: tourism linksIn order to engage potential Cellar Door visitors, there must be focus on developing links with the local area tourism & building relationships with community stakeholders
Advertising with local visitor guides, working
with tour operators, brand visibility in the
broader marketplace and connection with
peers within the region are ways that we try to
drive tourism
Wine Room Manager
We are a member of Ultimate Winery
Experiences Australia so we promote via their
channels and are contracted with international
and national travel trade to promote our wine
tourism experiences
Cellar Door Manager
We work with local and state-based tourism
organisations, as well as chambers of
commerce and business groups, all the ways
that we can spread that word around to visit
us
General Manager, Cellar Door
We are quite active in the international tourism
market through the Ultimate Winery
Experience Australia
Guest Services Manager
We build and maintain relationships with
various local tour companies by offering
wholesale pricing to inbound tour operators
to drive business to us
Cellar Door Manager
By having regular events that we are
associated with, it keeps people engaged with
the [winery] and creates a sense of ownership
for them
Tourism Marketing Manager
31
Cellar door, online & wine club purchasingAustralia 2017
▪ The overall experience of consumers is seen to be impacted heavily by their first point of contact with staff
▪ As consumers have become more knowledgeable and involved, the expectations of cellar door staff has increased
▪ Increasing demand for not only knowledgeable staff, but culturally diverse and multilingual staff
Cellar door visits: importance of cellar door staffEngaging and well informed cellar door staff are seen as increasingly critical to engage consumers
The service expectations have increased, with
consumers expecting high attention. Staff
recruitment has become more important to
ensure we can cater to these
Cellar Door Manager
Ensuring that cellar door staff deliver a great
experience to consumers to ensure the return
visitors and social media reviews are
consistently good
Cellar Door Manager
The key is having very knowledgeable and
engaged staff. Having people who know
what they are talking about and are engaging
customers make it a memorable experience.
You can have the best experience in the
world but if you have a staff member going
through the motions then it doesn't actually
amount to that much
General Manager, Cellar Door
To be able to service tourists properly, we
need Chinese speaking staff, however
sometimes we can’t do this due to visa issues
Cellar Door Manager
32
Cellar door, online & wine club purchasingAustralia 2017
Cellar door visits: future motivations to visitAlongside discounted wine and a restaurant offering, having varied transportation options would motivate consumers who haven’t visited in the past 12 months
Motivations for visiting a winery% who said the following would motivate them to visit a cellar door/winery in the futureBase = Those who have not visited a cellar door/winery in the past 12 months
25-34 year olds are significantly
more likely to be motivated to visit
a winery if it is child-friendly
33%
31%
28%
25%
25%
24%
16%
14%
11%
4%
18%
Discount vouchers to buy wine at the cellar door / wineries
Having a restaurant
Good local transport to the cellar door / wineries
Organised group tours to the cellar door / wineries
Free shipping of wine purchased
Being renowned for their food
Cultural events e.g. art exhibition
Online map of wineries in the region
Being child-friendly
Possibility to participate in sporting activities
None of these would motivate me/ I am not interested in visiting avineyard
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Where once it was more a 'middle aged
activity', our cellar door attracts a lot of people
under aged of 25 years now
Cellar Door Manager
33
Cellar door, online & wine club purchasingAustralia 2017
▪ General move towards a redeemable tasting fee
▪ Premium tastings and bespoke offerings typically incur a fee which attracts few consumer complaints as these participants are willing to pay for a more tailored experience
Cellar door visits: feesIncreasing trend of redeemable tasting fees, often resulting in increased sales and more engaged consumers
We recently added a tasting fee, which is
redeemable. It has been fantastic – relatively
no push back from customers and seen an
increase in sales and a ‘better’, more engaged,
customer
Cellar Door Manager
We charge but only on premiums and museum
wines and is redeemable upon purchase of
same wines
Brand Ambassador
We charge groups over 8 people to encourage
them to try and book if they are in a larger
group so we can accommodate them. For
specific tasting experiences, we do charge and
also for food offerings. We are slowly going
down that path of charging
General Manager, Cellar Door
We have tastings at the main counter with a
fee redeemable on purchase, then private and
gourmet seated tastings that are more
expensive, but you receive some money back
to redeem on purchase
Cellar Door Manager
We are about to change our offering to charge
tastings for all visitors to cellar door. We
expect this will create some push back but
only from businesses that are not supporting
us
Cellar Door Manager
34
Cellar door, online & wine club purchasingAustralia 2017
Cellar door visits: range availableExclusivity and diversity of range drive purchase at cellar door rather than discounting
▪ Belief that given the other channels available for consumers to buy wine, cellar door offering needs to be about exclusivity, diversity, and offering something different
▪ Discounting still prevalent, but not seen to be the driving factor for purchasing wine direct from the cellar door
▪ Customers often use cellar doors visits as an opportunity to buy special occasion wines, linking the wine with the memory of visiting
The most important factor for us is having
wine that you can't buy anywhere else
General Manager, Cellar Door
We offer complimentary freight for orders
over $200AUD as well as wines that are
unique to the cellar door and not available for
purchase in the wider market place
Wine Room Manager
We do some cellar door exclusives. We store
wine that will age well and reintroduce them
at cellar door to give them a reason for
visiting. Instead of discounting at cellar door,
we just have wines that they cant get else
where
Guest Services Manager
We have been surprised to find our higher
price wines ($45+) are selling better than our
$24-$28, maybe because people see they are
getting the wines discounted (ie less the cost
of their tasting fee?)
Cellar Door Manager
It’s really encouraging to see that our higher
price points - wines over $50+ - are growing,
which is really encouraging. This is partly a
reflection of staff that can talk to people and
communicate the value to customers
General Manager, Cellar Door
35
Cellar door, online & wine club purchasingAustralia 2017
▪ The majority of visitors to cellar doors are independent travellers, with tour group presence felt to be declining, and often not as profitable
▪ The majority of visitors are domestic, however growing number of overseas visitors, with an increase from Asian countries, can have an impact on desired offerings (e.g. sweeter, more aromatic styles)
▪ High reported proportion of repeat visitors, either bringing new visitors with them or coming back to re-stock and see what new wines are on offer
Cellar door visits: types of visitorsIndependent travel, as opposed to tours, dominate, with the proportion of international visitors increasing
International wine consumers have grown,
and the origin of visitors has also changed.
Visitors from mainland China and India has
grown considerably in the last 5 years where
as traditional international markets, Japan,
UK, USA and NZ have dropped off
Cellar Door Manager
60% of our visitors are either return
customers or have been highly recommended
by trusted sources
Cellar Door Manager
The tour groups have really diminished a lot,
which is something that we didn't try to
orchestrate, but we definitely see value in the
individual rather than larger bus groups of
tourists
Guest Services Manager
We have a lot of people brought here by
locals. We also have repeat customers return
and buy their regular supply of wine
Tourism Marketing Manager
We can already see many other wineries
refusing tour groups which means those
wineries who do take groups are inundated
and often with customers who are visiting for
the wrong reasons
Cellar Door Manager
36
Cellar door, online & wine club purchasingAustralia 2017
Motivations and barriersMotivation and barriers for Chinese tourists to visit Australian wineries can be observed by research conducted by Ma et al (2017)³.• The major motivations:
1. Curiosity2. Recommendations from
friends3. Uniqueness of a winery
visit• The major barriers:
1. Cost2. Language barrier3. Service attitude
Wine tourism focus: Chinese inbound visitsWith a rapidly growing middle class that is eager to travel, China has become an important source of tourism for Australia, with this growth cascading into winery visits
Source: ¹ Tourism Australia- http://www.tourism.australia.com/en/markets-and-research/market-regions/greater-china.html
² Drinks Central- http://www.drinkscentral.com.au/4751?Article=chinese-wine-tourism-to-australia-increases-300-per-cent
³ Ma, E. Duan, B. Shu, L. Arcodia, C. (2017) Chinese visitors at Australia wineries: Preferences, motivations, and barriers. Journal of Tourism, Heritage & Services Marketing, Vol. 3, No. 1, pp. 3-8, 20174 https://thewest.com.au/travel/food-wine/was-green-image-could-attract-chinese-tourism-gold-ng-b88550046z
Chinese tourism in AustraliaIn 2016, China was Australia’s second largest inbound market for visitor arrivals, and the largest market for total expenditure and visitor nights, generating $9.2 billion in total expenditure¹
Future OpportunitiesAccording to Professor Huang, professor of tourism and services marketing at Edith Cowan University, successfully communicating the ”green image” of Australia is the key to attracting more Chinese middle class tourists4
$Growth of Chinese wine toursAustralian tour operator AAT Kings have reported a significant increase in Chinese bookings for Australian wine tours, with a 300% increase in Chinese bookings for the company's wine tours between 2015 and 2016 ²
37
Cellar door, online & wine club purchasingAustralia 2017
▪ Mailing lists seen as a major focus for many producers as a way of maintaining communications with their consumers, with recognition that current style often results in low engagement
▪ Focus on achieving sales through mailing lists, rather than simply growing the database
▪ Move towards creating wine clubs and digital offerings that engage the customer and provide value
Australian winery and cellar door visitationWine clubs and mailing list identified as a key area to engage consumers
Our wine club is relatively new, but it has
already grown to be worth about 20% of
Cellar Door sales
Cellar Door Manager
From Wine Club members, re-purchase is high
(even outside their subscriptions packs)
Cellar Door Manager
We currently have a newsletter/mailing list,
but we are in the process of updating it, as it is
something that is very important to us
General Manager, Cellar Door
We have a mailing list, but we’re developing a
more indepth wine club offering currently
Wine Room Manager
Our newsletter/mailing list is becoming an
increasingly important target for us
Tourism Marketing Manager
The mailing list has been identified as an area
which we want to grow. We have a significant
number of signups as we have a discount for
doing so but we are finding that we are not
getting much follow up purchasing
Guest Services Manager
38
Cellar door, online & wine club purchasingAustralia 2017
Cellar door visits: integrated tourismOpportunities for the industry going forward to focus on providing on overall tourism experience, and continuing to focus on personalisation
▪ Cellar doors need to focus on the overall experience of their customers and continue to facilitate memorable and unique experiences
▪ Focusing on also being in the tourism industry, rather than just the wine industry
▪ Catering for a range of international visitors, including providing culturally tailored experiences and the ability to send purchased wine home
There is great opportunity with Chinese
visitors, which can be driven by providing
experiences and wines they 'can’t' get (not to
mention photo opportunities)
Cellar Door ManagerWe see a lot of opportunity to build tourism
through linkages with other drivers of
tourism to our region (such as nature based
tourism, artisanal food producers etc). People
come looking for an experience and the cellar
door is a part of a bigger experience of
visiting
General Manager, Cellar Door
Wineries need to create more tourism
experiences that are bookable direct. At the
moment they don’t necessarily see themselves
in tourism, as opposed to wine industry
Cellar Door Manager
As Australian wine exports rise, so will wine
tourism. It is certainly been identified by us
as a our future growth opportunity with great
potential. People from across the world want
to understand where their produce is coming
from and this includes wine, where it is
grown and what goes into it
Guest Services Manager
Placing greater value on our experiences is an
opportunity, as I think we undervalue our
worth compared to other wine tourism
countries and other alternative tourism
activities. If we value us – they will too
Cellar Door Manager
39
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
40
Cellar door, online & wine club purchasingAustralia 2017
Scope of researchWhich channels are we exploring?
From a cellar door or winery
during a visit
From a cellar door or winery through mail
order or online
Online from a bottle shop's
website or online retailer
From a newspaper,
airline or similar organisation's
wine club
This report focuses on purchasing from the following four channels amongst Australian regular wine drinkers:
41
Cellar door, online & wine club purchasingAustralia 2017
39%65%
7.1 million 3
Cellar door, online & wine club purchasing
(in the past 12 months)
80%
Wine drinkers (have consumed
wine)14.9 million 2
81%
Australian Adult population
18.4 million 1
59%
Regular wine drinkers
(consumed wine at least once a month)
12 million 2
Sources: 1 Total 18+ population estimated by ABS in June 20152 Wine Intelligence online calibration study with YouGov, June’16, n=1,004 Australian adults. Wine=still light wine (red, white, rosé)3 Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Cellar door, online & wine club purchasing
From a cellar door or winery during a visit
From a cellar door or winery through mail
order or online
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
42
Cellar door, online & wine club purchasingAustralia 2017
5.0 million have purchased from a winery during a visit
3.1 million have purchased from a winery through mail order or online
3.4 million have purchased online from a bottle shop's website or online retailer
1.7 million have purchased from a newspaper, airline or similar organisation’s wine club
12 million Regular wine
drinkers(drink wine at least
once a month) 42%28%
26%14%
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Number of consumers who purchase via cellar door, online & wine club in Australia
43
Cellar door, online & wine club purchasingAustralia 2017
77%
68%
63%
52%
46%
42%
36%
30%
28%
26%
26%
14%
Local bottle shop
In the supermarket - attached liquor store
In a liquor store that is in a shopping centre (i.e. not directly attached)
Bottle shop attached to a pub or hotel
Large wine discount store
From a cellar door or winery during a visit
From a drive through
From a specialist wine shop
Online from a bottle shop's website or online retailer
From a cellar door or winery through mail order or online
From Duty Free (at an airport)
From a newspaper, airline or similar organisation's wine club
Cellar door, online & wine club channel overviewWith regard to the cellar door, online and wine club channels in focus, cellar door purchases are the most popular with regular wine drinkers
Wine buying channels% who have purchased wine via the following channels in the past 12 monthsBase = All Australian regular wine drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
44
Cellar door, online & wine club purchasingAustralia 2017
Cellar door, online & wine club channel overviewAlmost half of regular wine drinkers who buy wine online from a bottle shop’s website or online retailer, do so at least 3 times a year
Cellar door, online and wine club wine channels usage frequency% who have purchased wine via cellar door, online and wine club channels at the following frequencyBase = All those who have purchased from each channel in the past 12 months
From a cellar door or winery during a visit
From a cellar door or winery through mail
order or online
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
9%
23%18% 19%
57%37%
36% 38%
24%26%
32%33%
10% 14% 15%10%
More than 5 times in the past 12 months
3-5 times in the past 12 months
1-2 times in the past 12 months
I don't know/I can't remember
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
45
Cellar door, online & wine club purchasingAustralia 2017
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Cellar door, online & wine club channel overviewRemote channels typically generate a larger purchase basket than cellar door visits, possibly reflecting the implications of minimum purchase requirements for shipping and ease of transporting purchases from winery visits
Cellar door, online and wine club wine channels purchase size% who have purchased the following amount of wine the last time they used the cellar door, online and wine club wine channelsBase = All those who have purchased from each channel in the past 12 months
15%3% 7%
11%
28%58%
27%24%
37%
27%
46% 43%
20%11%
20% 22%
More than 12 bottles
6-12 bottles
Less than 6 bottles
I don't know/I can't remember
From a cellar door or winery during a visit
From a cellar door or winery through mail
order or online
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
46
Cellar door, online & wine club purchasingAustralia 2017
2% 5% 9%4%
6%12%
17%
10%
18%
21%
27%
29%
29%
26%
24%
28%
22%
22%
14%18%
11%
8%4% 5%
12%7% 5% 7%
$30 or more
Between $25 and $29.99
Between $20 and $24.99
Between $15 and $19.99
Between $10 and $14.99
Between $7 and $9.99
Up to $6.99
Cellar door, online & wine club channel overviewAlthough fewer bottles are typically purchased when at cellar door compared with remote channels, these cellar door visits generate the highest average bottle spend
Cellar door, online and wine club wine channels bottle spend % who spent the following per bottle last time they used the cellar door, online and wine club wine channels Base = All those who have purchased from each channel in the past 12 months
$19.95 $17.75 $15.43 $17.15 Mean bottle spend (AUD)
From a cellar door or winery during a visit
From a cellar door or winery through mail
order or online
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
47
Cellar door, online & wine club purchasingAustralia 2017
From a cellar door
or winery during a
visit
From a cellar door
or winery through
mail order or online
n= 421 259
From a cellar door or winery during a visit 75%
From a cellar door or winery through mail order or online 46%
Online from a bottle shop's website or online retailer 38% 51%
From a newspaper, airline or similar organisation's wine club 23% 35%
Cellar door, online & wine club channel overviewThree quarters of those who have bought wine from a cellar door or winery in the past 12 months also report buying wine from a winery using remote channels
Cellar door, online and wine club wine channels overlap table% who have purchased wine in multiple channels in the past 12 monthsBase = Those who used any of the following channels in the past 12 months
Strong likelihood that customers who order wine through cellar door mail orders and wine clubs will also purchase when visiting a winery
Those who purchase wine during a cellar door visit are less likely to also use wine clubs
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
48
Cellar door, online & wine club purchasingAustralia 2017
Adventurous Explorers are high spending consumers who are both confident in, and adventurous with, their wine choice
Developing Drinkers are younger, high spending, wine drinking consumers, with ‘conservative’ views of wine and growing in their knowledge
Mainstream Value Seekers are frequent, brand savvy wine drinkers, who view wine as an everyday treat
Contented Casuals are less frequent wine drinkers, who view wine as a weekend treat
Newbies are younger, new to the wine category and less frequent wine drinkers with a limited interest in wine
Senior Sippers are older wine drinkers, who are typically unengaged with the category
Share of regular wine drinking population 2017Base=All Australian regular wine drinkers (n=1,005)
14%
16%
10%
20%
19%
20%
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Meet the PortraitsOur consumer segmentation, or Portraits, identifies distinct groups of wine drinkers based on their relationship with wine
49
Cellar door, online & wine club purchasingAustralia 2017
14%5%* 7%* 7%* 7%
10%
6%* 2%*6% 3%*
20%
18%15%
13%*15%
16%
16%19%
19%16%
19%
22% 25% 24%
24%
20%
33%* 32%* 31%*37%*
Adventurous Explorers
Developing Drinkers
Mainstream Value Seekers
Contented Casuals
Newbies
Senior Sippers
Cellar door, online & wine club channel overviewAdventurous Explorers, the most involved Portrait group, are significantly more likely to have purchased wine through all online & direct channels in the past 12 months
*: Significantly higher than all regular wine drinkers at a 95% confidence level
*: Significantly lower than all regular wine drinkers at a 95% confidence level
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
All Australian regular wine
drinkers
Australian Portraits segmentation and by cellar door, online and wine club wine channels % who have purchased wine in the cellar door, online and wine club wine channels in the past 12 monthsBase = All Australian regular wine drinkers (n=1,005)/those who used any of the following channels in the past 12 months
From a cellar door or winery during a visit
From a cellar door or winery through mail
order or online
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
50
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
51
Cellar door, online & wine club purchasingAustralia 2017
18%
11%
10%
9%
6%
6%
6%
4%
3%
3%
Danmurphys.com
Cellarmasters.com
BWS.com.au
Liquorland.com.au
Graysonline.com
VintageCellars.com.au
Nakedwines.com.au
VirginWines.com.au
Wineselectors.com.au
Winemarket.com.au
Online purchasing: retailersThe online offerings of bricks and mortar retailers are a popular choice for Australian regular wine drinkers
Online stores and wine clubs - top 10% who have purchased wine from the following online stores and/or wine clubs in the past 12 monthsBase: Those who have purchased wine from either a wine store website/retailer or through a wine club in the past 12 months
Those aged over 65 are more likely to use Cellarmasters.com.au
than other drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
52
Cellar door, online & wine club purchasingAustralia 2017
Australian
regular wine
drinkers
Adventurous
Explorers
(n=204)
Developing
Drinkers
(n=194)
Mainstream
Value Seekers
(n=164)
Contented
Casuals
(n=204)
Newbies
(n=104)
Senior Sippers
(n=136)
Danmurphys.com 18% 29% 17% 20% 13% 9% 10%
Cellarmasters.com 11% 16% 11% 14% 6% 3% 11%
BWS.com.au 10% 12% 18% 8% 6% 8% 1%
Liquorland.com.au 9% 12% 15% 6% 7% 8% 4%
Graysonline.com 6% 8% 6% 8% 4% 6% 3%
VintageCellars.com.au 6% 14% 6% 4% 2% 3% 0%
Nakedwines.com.au 6% 10% 5% 4% 4% 3% 5%
VirginWines.com.au 4% 6% 5% 3% 5% 2% 0%
Wineselectors.com.au 3% 5% 4% 4% 3% 0% 1%
Winemarket.com.au 3% 4% 4% 4% 2% 0% 2%
Crackawines.com.au 3% 8% 2% 1% 4% 0% 0%
Getwinesdirect.com.au 3% 5% 2% 3% 2% 2% 2%
VinoMofo.com.au 3% 6% 3% 2% 2% 2% 0%
Winesdeals.com.au 2% 4% 4% 1% 2% 2% 0%
Wine.com.au 2% 6% 2% 1% 2% 0% 0%
Other 6% 4% 5% 12% 5% 4% 6%
None of these/I wouldn’t buy wine online 49% 35% 42% 41% 62% 62% 68%
Online purchasing: retailersReflecting their higher involvement with the category, Adventurous Explorers are more likely to use numerous different online stores and wine clubs
Online stores and wine clubs by Portrait groups - top 15% who have purchased wine from the following online stores and/or wine clubs in the past 12 monthsBase: Those who have purchased wine from either a wine store website/retailer or through a wine club in the past 12 months
red: Significantly higher than all regular wine drinkers at a 95% confidence level
blue: Significantly lower than all regular wine drinkers at a 95% confidence level
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
53
Cellar door, online & wine club purchasingAustralia 2017
Online purchasing: motivationsAustralian regular wine drinkers seek value for money when they decide to use online retailers and wine clubs
Motivations to use online channels% who said they were motivated by the following statements to use the mentioned purchasing methodBase = Those who used the following channels in the past 12 months
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
%: Significantly higher than the other remote DTC channel at a 95% confidence level
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Mainstream Value Seekers are more likely to believe the delivery process is convenient for them when buying online from a bottle shop or online retailer’s website
The delivery process is convenient for me 33% 29%
Wines online are better value for money 32% 28%
The ordering process is very easy 30% 27%
Better range of wines from here 19% 17%
A good way to buy brands I like 18% 11%
Prices are more transparent (easier to compare across shops and brands) 17% 14%
Wine not available elsewhere 13% 11%
I can review other shoppers' comments to help me decide 12% 9%
I was buying for a particular event/gift 11% 12%
I trust this channel more than others 10% 6%
It's difficult to purchase wine near to where I live 6% 5%
Other 2% 7%
None of these/I don't know 9% 15%
54
Cellar door, online & wine club purchasingAustralia 2017
Online purchasing: barriersWine drinkers report that they are often happy with the range available from bricks-and-mortar retailers, so lack the motivation to switch to online channels
Barriers to use online channels% who agreed with the following barriers to purchasing wine using the mentioned purchasing methodBase = Those who did not use the following channels in the past 12 months
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
I am happy with the range I can find at my local wine store 28% 23%
I do not want to pay for shipping wine by mail/online order 21% 17%
I like to taste the wine before I purchase it 17% 13%
I like to see the bottle of wine before I purchase it 15% 12%
I don't like having to share my personal contacts and being contacted after the purchase 12% 9%
I don't like buying multiple bottles at the same time 11% 9%
I find delivery to my house inconvenient 11% 10%
The prices of wine in these channels are too high 9% 12%
I trust my local store to recommend wines I like to drink 9% 7%
I am concerned that a delivery to where I live will get broken 8% 6%
I can't find my favorite wines on sale in these channels 6% 4%
I did not know that you could order wines to be shipped directly 3% 3%
The state I live in does not allow for wines to be shipped to me 2% 3%
Other 3% 4%
None of these/I don't know 24% 27%
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
55
Cellar door, online & wine club purchasingAustralia 2017
Online purchasing: reasons to purchaseReducing shipping costs is essential in driving further online & direct purchasing
%: Significantly higher than the other remote DTC channel at a 95% confidence level
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Reasons to use online channels more often% who agree with the following reasons to increase use of the respective channelsBase = Those who used the following channels in the past 12 months
Online from a bottle shop's
website or online retailer
From a newspaper, airline or similar
organisation's wine club
Free shipping 49% 43%
More deals and bargains on well 42% 31%
Bigger range of wines to choose from 25% 15%
More exclusive and rare wines that aren't available elsewhere 24% 19%
More convenient delivery timings (e.g. one hour delivery slots) 18% 13%
Easier process of ordering 16% 14%
More information about new wines I can buy 15% 12%
More convenient shipping arrangements (e.g. shipping to a local collection point) 14% 14%
Better personalized recommendations 12% 13%
Events and activities that I can participate in 12% 10%
Other 7% 7%
None of these/I wouldn’t buy wine online 7% 13%
56
Cellar door, online & wine club purchasingAustralia 2017
Remote cellar door purchasingAustralian regular wine drinkers are motivated by exclusivity when buying remotely from a cellar door or winery
Motivations to use the remote cellar door channel% who said they were motivated by the following statements to use the mentioned purchasing methodBase = Those who have purchased wine remotely through a cellar door in the past 12 months
From a cellar door or winery through mail
order or online
A good way to buy brands I like 27%
Wine not available elsewhere 24%
The delivery process is convenient for me 21%
The ordering process is very easy 20%
Better range of wines from here 15%
I was buying for a particular event/gift 13%
Wines online are better value for money 13%
Prices are more transparent (easier to compare across shops and brands) 11%
I trust this channel more than others 11%
I can review other shoppers' comments to help me decide 10%
It's difficult to purchase wine near to where I live 5%
Other 4%
None of these/I don't know 10%
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
57
Cellar door, online & wine club purchasingAustralia 2017
Remote cellar door purchasingBeing content with the range offered in retail channels is the number one barrier for Australian regular wine drinkers to not purchase remotely from a cellar door
Barriers to use the remote cellar door channel% who agreed with the following barriers to purchasing wine using the mentioned purchasing methodBase = Those who have not purchased wine remotely through a cellar door in the past 12 months
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
From a cellar door or winery through mail
order or online
I am happy with the range I can find at my local wine store 21%
I do not want to pay for shipping wine by mail/online order 16%
The prices of wine in these channels are too high 14%
I like to taste the wine before I purchase it 13%
I like to see the bottle of wine before I purchase it 11%
I don't like having to share my personal contacts and being contacted after the purchase 11%
I don't like buying multiple bottles at the same time 9%
I find delivery to my house inconvenient 9%
I can't find my favorite wines on sale in these channels 8%
I trust my local store to recommend wines I like to drink 7%
I am concerned that a delivery to where I live will get broken 5%
I did not know that you could order wines to be shipped directly 4%
The state I live in does not allow for wines to be shipped to me 3%
Other 4%
None of these/I don't know 30%
58
Cellar door, online & wine club purchasingAustralia 2017
Remote cellar door purchasingLowering shipping costs is imperative in order to generate more transactions remotely from cellar doors
Reasons to use the remote cellar door channel more% who agree with the following reasons to increase use of the respective channelsBase = Those who have purchased wine remotely through a cellar door in the past 12 months
25-34 year olds are more likely to indicate they would like more convenient shipping arrangements
for buying wine from a cellar door/winery
From a cellar door or winery through mail
order or online
Free shipping 41%
More deals and bargains on well 33%
Bigger range of wines to choose from 19%
Easier process of ordering 17%
More information about new wines I can buy 16%
More convenient delivery timings (e.g. one hour delivery slots) 15%
More exclusive and rare wines that aren't available elsewhere 15%
Events and activities that I can participate in 13%
Better personalized recommendations 12%
More convenient shipping arrangements (e.g. shipping to a local collection point) 9%
Other 6%
None of these/I wouldn’t buy wine online 12%
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
59
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
60
Cellar door, online & wine club purchasingAustralia 2017
Profiling: From a cellar door or winery during a visitHigh wine involvement consumers purchase from cellar doors
*: Significantly higher than all regular wine drinkers at a 95% confidence level
*: Significantly lower than all regular wine drinkers at a 95% confidence level
(xx%) = all Australian regular wine drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
56% (55%)
44%(45%)
Gender
States
Most days/every day2-5 times a weekAbout once a week1-3 times a month
17% (15%)45%* (38%)25% (28%)13%* (20%)
Wine consumption frequency Involvement with wine
Age
All regular wine drinkers
Those who purchase from cellar doors
Those who purchase from
cellar doors
All regular wine drinkers
Base: n=421 Australian regular wine drinkers who have purchased from a winery through mail order or online in the past 12 months
28%
19%*
42%
40%
30%
41%*Highinvolvement
Mediuminvolvement
Lowinvolvement
13% 12%
21% 26%
21%23%
15%15%
14%11%
16% 13%
65 and over
55-64
45-54
35-44
25-34
18-24
29% (29%)
27% (25%)
12%* (20%)
12% (10%)
12% (10%)
4% (3%)
2% (2%)
1% (1%)
New South Wales
Victoria
Queensland
South Australia
Western Australia
Tasmania
Australian Capital Territory
Northern Territory
61
Cellar door, online & wine club purchasingAustralia 2017
33% (29%)
24% (25%)
17% (20%)
12% (10%)
10% (10%)
2% (3%)
1% (1%)
1% (2%)
New South Wales
Victoria
Queensland
Western Australia
South Australia
Tasmania
Northern Territory
Australian Capital Territory
Profiling: From a winery through mail order or onlineHighly involved and frequent drinkers, with a slight male skew
63%(55%)
37%(45%)
Gender
States
Most days/every day2-5 times a weekAbout once a week1-3 times a month
23%* (15%)46% (38%)23% (28%)8%* (20%)
Wine consumption frequency Involvement with wine
Age
All regular wine drinkers
Those who purchase remotely
from a winery
Those who purchase remotely
from a winery
All regular wine
drinkers
Base: n=259 Australian regular wine drinkers who have purchased from a winery through mail order or online in the past 12 months
13% 9%
21% 25%
21% 24%
15%16%
14%13%
16% 14%
65 and over
55-64
45-54
35-44
25-34
18-2428%
16%*
42%
39%
30%
44%*Highinvolvement
Mediuminvolvement
Lowinvolvement
*: Significantly higher than all regular wine drinkers at a 95% confidence level
*: Significantly lower than all regular wine drinkers at a 95% confidence level
(xx%) = all Australian regular wine drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
62
Cellar door, online & wine club purchasingAustralia 2017
31% (29%)
24% (25%)
13% (10%)
13%* (20%)
11% (10%)
4% (3%)
4% (2%)
1% (1%)
New South Wales
Victoria
South Australia
Queensland
Western Australia
Tasmania
Australian Capital Territory
Northern Territory
Profiling: Online from a bottle shop's website or online retailerFrequent and involved wine drinkers, drawn from a broad range of ages
60%(55%)
40%(45%)
Gender
States
Most days/every day2-5 times a weekAbout once a week1-3 times a month
23%* (15%)48%* (38%)20% (28%)9%* (20%)
Wine consumption frequency Involvement with wine
Age
All regular wine drinkers
Those who purchase online
Those who purchase online
All regular wine drinkers
Base: n=273 Australian regular wine drinkers who have purchased from a winery through mail order or online in the past 12 months
13% 14%
21% 22%
21% 22%
15% 15%
14% 12%
16% 16%
65 and over
55-64
45-54
35-44
25-34
18-2428%
22%
42%
35%
30%
43%*Highinvolvement
Mediuminvolvement
Lowinvolvement
*: Significantly higher than all regular wine drinkers at a 95% confidence level
*: Significantly lower than all regular wine drinkers at a 95% confidence level
(xx%) = all Australian regular wine drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
63
Cellar door, online & wine club purchasingAustralia 2017
Profiling: From a wine club Younger and highly involved, with significantly more men using this channel than women
70%*(55%)
30%*(45%)
Gender
States
Most days/every day2-5 times a weekAbout once a week1-3 times a month
27%* (15%)45% (38%)21% (28%)7%* (20%)
Wine consumption frequency Involvement with wine
Age
All regular wine drinkers
Those who purchase from a
wine club
Those who purchase from
a wine club
All regular wine
drinkers
Base: n=137 Australian regular wine drinkers who have purchased from a winery through mail order or online in the past 12 months
13% 12%
21%30%*
21%16%
15%19%
14%8%
16% 16%
65 and over
55-64
45-54
35-44
25-34
18-24 28%20%
42%
39%
30%
42%*Highinvolvement
Mediuminvolvement
Lowinvolvement
*: Significantly higher than all regular wine drinkers at a 95% confidence level
*: Significantly lower than all regular wine drinkers at a 95% confidence level
(xx%) = all Australian regular wine drinkers
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
38% (29%)
17% (25%)
17% (10%)
14% (20%)
6% (10%)
4% (3%)
3% (2%)
1% (1%)
New South Wales
Victoria
Western Australia
Queensland
South Australia
Tasmania
Australian Capital Territory
Northern Territory
64
• Introduction p.3
• Management summary p.6
• Wine region visits p.9
• Cellar door tourism and consumer behaviour p.16
• Cellar door, online & wine club purchasing p.40
• Online and wine club purchasing p.53
• Profiling of cellar door and online channel users p.62
• Methodology p.67
CONTENTS
65
Cellar door, online & wine club purchasingAustralia 2017
Research methodologyVinitrac®
▪ The data for this survey was collected in Australia in March 2017
▪ Data was gathered via Wine Intelligence’s Vinitrac® online survey:
▪ 1,005 Australian regular wine drinkers (March 2017)
▪ Respondents were screened to ensure that they drink wine at least once a month; drink red, white or rosé wine; and buy wine in the off-premise or in the on-premise
▪ Invalid respondents (those who sped through the survey or gave inconsistent answers to selected questions) were removed before analysis
▪ The data is representative of Australian regular wine drinkers in terms of age, gender and region
▪ The distribution of the sample is:
Source: Wine Intelligence, Vinitrac® Australia, Mar 2017, n=1,005 Australian regular wine drinkers
Mar-17
Sample size n= 1,005
Male 55%
Female 45%
Total 100%
18-24 13%
25-34 21%
35-44 21%
45-54 15%
55-64 14%
65 and over 16%
Total 100%
Australian Capital Territory 2%
New South Wales 29%
Northern Territory 1%
Queensland 20%
South Australia 10%
Tasmania 3%
Victoria 25%
Western Australia 10%
Total 100%
Age
Gender
Australia
State
66
Cellar door, online & wine club purchasingAustralia 2017
Research methodologyQualitative trade research
Trade interview methodology
▪ Trade interviews were conducted with seven experienced industry professionals in Australia’s wine trade in August 2017
▪ Interviews followed a pre-determined discussion guide, and covered overall wine tourism trends, the role of the cellar door in the overall operations of a winery and opportunities and threats for the industry
▪ The seven interviewees were members of the wine trade working in different roles focusing on wine tourism and direct-to-consumer retail covering five different wine producing states. The positions included:
- 2x Cellar Door Manager
- 1x Wine Room Manager
- 1x General Manager, Cellar Door
- 1x Guest Services Manager
- 1x Brand Ambassador
- 1x Tourism Marketing Manager
67
Cellar door, online & wine club purchasingAustralia 2017
Research methodologyVinitrac®
1) Defining the right samples:▪ Wine Intelligence, with the support of global research companies (e.g. TNS, YouGov), regularly runs calibration studies in
each market in order to define demographic specifications of the wine consumers and the size of the market (i.e.penetration of wine consumption)
2) Running the online survey:▪ Invitations to participate in an online survey programmed by Wine Intelligence are then distributed to residents in each
market▪ Respondents are directed to a URL address, which provides access to the online survey▪ Based on given criteria (e.g. age, beverage, frequency of wine consumption) respondents will either proceed or screen out
of the survey▪ Wine Intelligence monitors completed responses to build samples representative of the target markets’ wine drinking
population based on the most recent calibration study
3) Cleaning the data:▪ When a representative sample is logged, the survey is closed▪ Wine Intelligence will then clean out all invalid data points (e.g. those who sped through the survey or gave inconsistent
answers to selected questions) and weight the data in order to ensure representability
How does Vinitrac® work?
68
Copyright© Wine Intelligence 2017
▪ All rights reserved. No part of this publication may be reproduced in any form (including photocopying or storing it in any medium by electronic means) without the permission of the copyright owners. Application for permission should be addressed to Wine Intelligence.
▪ The source of all information in this publication is Wine Intelligence unless otherwise stated.
▪ Wine Intelligence shall not be liable for any damages (including without limitation, damages for loss of business or loss of profits) arising in contract, tort or otherwise from this publication or any information contained in it, or from any action or decision taken as a result of reading this publication.
▪ Please refer to the Wine Intelligence Terms and Conditions for Syndicated Research Reports for details about the licensing of this report, and the use to which it can be put by licensees.
▪ Wine Intelligence Ltd: 109 Maltings Place, 169 Tower Bridge Road, London SE1 3LJ Tel: 020 73781277. E-mail: [email protected]. Registered in England as a limited company number: 4375306
69
For more information about Wine Intelligence please contact us:
Wine Intelligence 109 Maltings Place169 Tower Bridge RoadLondonSE1 3LJ
Telephone: +44 (0)20 7378 1277Email: [email protected]: www.wineintelligence.com