Every wine enthusiast has different preferences, behaviors, and levels of investment in their pursuit of great wine. A few years ago, Wine Intelligence identified six distinct consumer segments in the US market and we wondered “how can we tailor a message of sustainability to align with these differences?”
Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.
In this Throwback Thursday Marketing Tip, we’re revisiting the six wine consumer segments and giving you tips on how to most effectively share your sustainable story with each one.
1. Engaged Explorers
Who are they: Young, adventurist, frequent wine drinkers who love to try wines from different regions and producers.
Talk SIP: Tell them how you improve your soil quality and how the health of your land influences the characteristics of your wine. They’ll love learning how nature impacts a high-quality wine.
2. Premium Brand Suburban
Who are they: Mid- to older-aged enthusiasts who know a lot about wine. They may not be big spenders, but they can be die-hard loyalists.
Talk SIP: Get technical! Talk about how fruit quality is measured (Brix, pH, and TA). They’ll love the insight and attention to detail.
3. Contended Treaters
Who are they: Mid- to older-aged drinkers who don’t drink often, but when they do, they are willing to spend more. They are knowledgeable and involved, and look for an engaging story to relay to their social circles.
Talk SIP: Give them fun sustainable tidbits to share with their friends, like a specific sustainable practice from your sustainable story worksheet.
Worksheet for Print | Worksheet for Electronic Filling
4. Social Newbies
Who are they: Young, new to wine, and rely heavily upon recommendations and valued information.
Talk SIP: Stick to the 3 P’s of sustainability: People, Planet, Prosperity. They’ll love this 360° approach and be able to pass it along with confidence.
5. Senior Bargain Hunters
Who are they: The largest segment of wine drinkers in USA. They have strong wine knowledge and tend to select from a narrow range of styles and brands to meet their expectations on value.
Talk SIP: Talk value-driven sustainable initiatives like monitoring utility usage and recycling programs.
6. Kitchen Casuals
Who are they: Very infrequent wine drinkers who stay close to what they know.
Talk SIP: Stick to the basics of what sustainability is and how drinking sustainable wine is a win for the people and the planet.
We are here to help you tell your customers how your brand protects
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