1© Wine Intelligence 2015
Portraits
C A N A D A | 2 0 1 5
Report Brochure
REPORT PRICE • GBP 2,500 • USD 4,000 • 5 Report Credits
2Canada Portraits | 2015
Report price
Report price:GBP 2,500 USD 4,000EUR 3,500 AUD 5,500
Report credits: 5
*All prices exclusive of VAT, GST, or relevant local sale taxes at the current rate
Price also includes
profiling data in Excel
(All Vinitrac® questions with cross-tabulations by the
segments)
128 page PowerPoint
report
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Contents page
Introduction p.13
Market overview p.18
Meet the segments p.19
Identifying your target p.21
Adventurous Connoisseurs p.25
Generation Treaters p.44
Premium Brand Suburbans p.61
Risk-averse p.77
Senior Sippers p.93
Kitchen Casuals p.107
Appendix & methodology p.120
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Excerpts from the introduction
“Wine Intelligence recently ranked Canada as the 7th most attractive wine market in the world.1 With steady growth in consumption reaching 16.6 million monthly wine drinkers, it’s no wonder that Canada is the 12th
largest wine market by volume. It’s true that wine is becoming a more mainstream product and the category is experiencing growth, but where is this growth occurring, and more importantly, who is responsible?”
“The best way to understand what is driving growth in the Canadian wine market is to uncover what motivates consumers. This is easier said than done under the structure of Canada’s wine market: the influence of provincial liquor control and the diversity found in Canada’s population, amongst other things, can complicate matters. However, even with these difficulties, it is possible to group all Canadian regular wine drinkers based on what motivates their relationship with wine and how their behaviour and interaction is shaped by it.”
“Wine Intelligence has identified six distinctive wine consumer segments in Canada, known as Portraits. Each segment has a different relationship with wine that shapes their behaviour, from those who are passionate about exploring the category (Adventurous Connoisseurs) to those who simply enjoy a relaxing glass of wine at the end of a long day (Premium Brand Suburbans). But, this Portraits study is about more than just what wine people buy. It explores every aspect of their wine lives, from wine choosing cues to brand affinity, and much more.”
“This report (supported by full data Excel spreadsheets) gives you the tools you need to identify who your target consumers really are, in order to plan the most effective ways of reaching them. The Wine Intelligence team are here to help with any questions or queries that you may have when using this report, so do not hesitate to get in touch with us”
Michael WernerProject Manager
1. Source: Wine Intelligence Compass Report 2015-16
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What is Canada Portraits?
To help wine businesses better target their consumers, Wine Intelligence has developed a segmentation of Canadian regular wine drinkers, which we call Portraits
We use latent class analysis to group consumers who have similar levels of spend on wine per occasion, frequency of wine consumption per occasion and attitudes towards wine
We then study these consumer groups through quantitative and qualitative research (including through focus groups, interviews, and through our online survey platform Vinitrac®) to build a deep understanding of how they behave and what motivations lie behind their wine consumption
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Canada Portraits segments by share of total Canadian regular wine drinkers, total volume and total value
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Qualitative methodology
Data from focus groups and an in-depth interview was collected to support this study in August 2015, in Toronto
3 x 1 hour focus groups with:
Adventurous Connoisseurs
Generation Treaters
Premium Brand Suburbans
1 x in-depth interview with:
Generation Treater
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Quantitative methodology
Data collection:
The data for this report was collected in March, October 2014, and March 2015
Data was gathered via Wine Intelligence’s Vinitrac® Canada online survey and is representative
of all Canadian regular wine drinkers
Sampling: quotas / stratified
Screening criteria:
Respondents were required to drink wine at least once a month, to drink at least red, white or
rosé wine and to buy wine in the off-premise and/or in the on-premise
Data processing:
Invalid responses (those who completed the survey too quickly, or who “straight-lined” through
selected questions) were removed from the sample
The survey was post-weighted in terms of age, gender and region
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If you have any questions, please contact your local Wine Intelligence office:
AVIGNONJean-Philippe Perrouty, Director, Wine Intelligence France| T +33 (0)486 408 417 | Email: [email protected]
GUANGZHOU
Chuan Zhou, Research Manager | T +86(20) 8718 1277| Email: [email protected]
CAPE TOWN
Dimitri Coutras, South Africa Country Manager | T +27 828288866 | Email: [email protected]
DELAWARE
Erica Donoho, USA Country Manager | T +1 973 699 4158 | Email: [email protected]
FRANKFURT
Wilhelm Lerner, Associate Director/Germany Country Manager | T +49 (0)175 5806 151 | Email: [email protected]
LONDON
Eleanor Hickey, Assistant to the CEO| T +44 020 7378 1277 | Email: [email protected]
SYDNEY
Natasha Rastegar, Australia Country Manager | T +61 (0) 428 755 057 | Email: [email protected]
TRIESTEPierpaolo Penco, Italy Country Manager | T +39 349 424 3371 | Email: [email protected]
REPORT PRICE: • GBP 2,500 • USD 4,000 • EUR 3,500 • AUD 5,500 • 5 Report Credits
Format: 128 page PowerPoint (PDF) + supporting data table (Excel)Purchase online: http://www.wineintelligence.com/product-category/report-type/consumer-segmentations/
Contact us directly: [email protected]
