Intel and Insights - Wine tourism
A single billboard in New York City costs around US$300,000 per year.
NZW Intel and Insights expert Richard Lee says the research shows Baby Boomers tend to resist paying more or giving up convenience to help tackle climate change, but Gen Zs and Millennials show higher levels of engagement with sustainability, with more regular wine drinkers from these age cohorts willing to pay more and give up convenience for ecofriendly products.
That’s good news for New Zealand wine, because the findings – from the United States, United Kingdom, Australia and New Zealand – reveals that New Zealand wine is more strongly associated with environmental factors and sustainability than the other new world wine countries of interest. The association is particularly strong in the UK and US, Richard says.
NZW General Manager Brand Charlotte Read says it’s fitting to release the findings in the 30th year of Sustainable Winegrowing New Zealand. “It’s great to know that sustainability is increasingly becoming a factor in purchasing decisions. We have been discussing, measuring and reducing environmental impacts for three decades now, so we are more than ready for this social conscience purchasing trend.”
In more general Brand Health metrics, the research shows that of the 123 million regular wine drinkers (RWD) across the four markets, 57m are aware of New Zealand wine, and 22m consume it. “Opportunity lies in the US in converting those aware of New Zealand wine into buyers,” Richard says. “There are 22.5 million RWD’s in the US who are aware of New Zealand wine but are not yet consuming it.”
The proportion of loyal buyers has increased significantly and the proportion of unawares has declined, Richard adds. “The potential for significant growth remains with around one third of RWD’s who have not yet purchased but are open to the future purchase of New Zealand wine.”
Brand recognition and taste are the main drivers of purchase across all markets tested. “However, in the US, grape variety and value for money are a particularly strong driver of purchase, which can be capitalised on with the growing popularity of white wine varietals to improve New Zealand wine’s position.” Trust is a strong driver across all markets, Richard adds. “As consumers increasingly seek authenticity, sustainability, and products from trusted origins, New Zealand’s alignment with these drivers positions it well to benefit from these global trends.
