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Marketing California WinesMonday, January 23, 2006A new study commissioned by Wine Institute finds that California wine ranks first in favorability and familiarity with U.S. wine consumers by a wide margin. The survey of 2,442 U.S. wine consumers, by Yankelovich and The Segmentation Company (a division of Yankelovich), also indicates that California can improve its position by developing and sharing a cohesive message, connecting with the powerful imagery of the state and responding to consumers' quest for "safe adventure." These are among the findings of the first comprehensive research on U.S. wine consumers by Wine Institute in more than 20 years. The study was undertaken as part of a Market Development program to enhance the competitiveness of California wine in the U.S.The national survey asked wine consumers about their familiarity and consumption of wines from 12 different U.S. and foreign regions. Of the regions evaluated, California ranked first in favorability, familiarity and consumption. The research suggests that producers would benefit by developing a more distinctive image and by capitalizing on the positive association with California's wine country landscape, tourism and the distinct personalities of its regions. Wine Institute is urging its 800-plus member wineries to convey a stronger message connecting the state's wines to the positive impressions that Americans have of California. Wineries are encouraged to develop and share this "California message," focusing on the state's spectacular scenery, fun lifestyle, great food culture, and innovative ideas. "California is a spectacular place to grow and make wine," said Chairman of the Wine Institute Market Development Task Force Tom Klein at the Yountville workshop. "We have beautiful regions with distinct personalities, soils and microclimates that rival the world's best, talented and ingenious winemakers and outstanding California cuisine. We are asking wineries to always begin their wine conversations with a few words about what makes California a special place to grow and make wine." Though California wines have experienced 12 years of consecutive growth, the U.S. wine market is increasingly competitive. Wine Institute commissioned Yankelovich to conduct the survey of 2,442 U.S. wine consumers to gather information to help strengthen California's position in the U.S. market and further enhance the competitiveness of California wineries. The work is part of the organization's U.S. Market Development Program. "Calling attention to the favorable image of California and California wine further develops the U.S. market for our members and supports Wine Institute's public policy mission," said Robert P. "Bobby" Koch, President and CEO of Wine Institute. "California as a place and California wines as an experience strongly resonate with the American consumer," said Barbara Insel. "We need to leverage the unique regions, creativity, ingenuity and break-the-rules approach to life that epitomizes our industry and link it to our wines." Here at Golf SLO, we're doing our part to encourage visitors to travel to the California Central Coast to experience its unique climate, attractions, wineries and golf courses. Since the Central Coast is off the beaten track, it truly offers one of the most affordable and uncrowded vacation destinations in California. Discover the Central Coast! Read entire article at: Wine Institute Encourages Developing California message Wine Industry News |
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