Issue link: http://read.dmtmag.com/i/230154
DEBORAH PARKER WONG A recent survey conducted by the Natural Marketing Institute (NMI) and sponsored by the Wine Institute (WI) revealed opportunities for wineries to drive home messages about their sustainable practices to consumers. NMI polled 4,000 consumers and looked at three key areas: identifying the wine consumption habits of consumers who lead sustainable lifestyles; how those consumers identify sustainability in wine; and the percentage of consumers who consider the environment when buying wine. To understand what attracts consumers to sustainability, NMI divided consumer behavior into five categories that range from the most engaged audience of those that lead a lifestyle of health and sustainability (LOHAS), to consumers least interested in sustainability and aptly labeled the "Unconcerneds." Of the five categories – LOHAS (19%), Naturalites (21%), Drifters (22%), Conventionals (17%) and Unconcerneds (20%) – all but the Unconcerneds are actively involved in making sustainable choices. The primary factors that motivate these four key groups vary considerably and range from active stewardship to cost savings, but the LOHAS and Drifters represent the greatest opportunity for wine marketers. Drifters are categorized as relatively new to the green space and wanting to be seen as doing their part by making easy lifestyle and product changes. Advertise Now Online e In Print nt 800.535.5670 w w w. v w m m e d i a.com While one-third of all wine consumers consider the environment when buying wine, LOHAS and Drifters are the thought leaders at 52% and 41%, respectively. When asked how they identify eco-friendly wines, 66% said through packaging, 44% via hearing or reading about them, and 35% through recommendations from friends or salespeople. A much smaller survey of the wine trade conducted by PE International Inc. polled retailers, restaurateurs and distributors in an effort to understand the importance of sustainable and eco-friendly messages, and the best way for wineries to communicate them. Of the 59 respondents, almost 40% frequently and very frequently consider sustainability when deciding what to buy. The percentage climbs to 86% with the addition of the occasional consideration buyers give to environmental factors. While there's concern for sustainability across all segments of the trade, restaurant buyers in this study were the most concerned. Sustainability was top of mind for this group 60% of time when making buying decisions. High amounts of concern fell to 30% for distributors and 36% for retailers, although they show occasional concern more than 82% of the time. The survey found that a combination of customer requests and personal values are driving these considerations across all three groups. Retailers are responding to customer requests by increasing their emphasis on these kinds of products, while distributors cite personal values as the factor that most motivates them. Restaurant buyers cite requests, values and organizational goals for buying organics as being almost equally important. Third-party certification seals were cited as most helpful in helping consumers choose sustainably produced wines. Photo: Thinkstock When it comes to conveying the most information about sustainability, labels work the hardest. Thirdparty certification seals were cited as the most helpful in verifying the authenticity of sustainable winegrowing or winemaking practices, followed by marketing materials and testimony from wineries themselves. Practices vary by category for the most effective means of calling consumers' attention to organic or sustainable wines. Retailers found that dedicated shelf space wasn't the best tactic, as segm e n ti n g p r oduc t s typically results in slower or targeted sales. Restaurants, h o w e v e r, f e a t u r e wines that qualify as organic 80% of the time, and all groups use newsletters and websites to differentiate these products. Surprisingly, retailers and distributors revealed that almost 30% of the time they give no special attention to these types of products. J a n - Feb 2014 | V INE YA RD & W INE RY M A N A G EM EN T 15