Characterisation of wine avoiders and how to transition avoiders to consumers in the Australian, Canadian, US, UK and Indian markets
For too long, wine companies have been promoting their wine brands to customers who already consume wine. Although important, this results in cannibalisation of brands and sharing the existing number of consumers amongst different wine companies. This report outlines that a large number of people who currently drink alcohol but avoid wine are actually aspirational about drinking wine. Recommendations are provided to assist businesses to reach these new customers, including where consumers do not like the taste. The discovery of new wine customers around the world is one of the most exciting of the last decade. The full report is available to Australian grape and wine research R&D levy payers by emailing Anne Duncan at firstname.lastname@example.org.