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What You Should Know About Wine Customers


E Column

Interesting article in Wine Business.com last week by Cyril Penn about how big data can unlock DTC potential and boost sales. There was a lot of good information in the article, some of which I will go into at a later date. Today I am focusing on some of the statistics about wine consumers that were discussed in the article.

  1. Wine consumers are dramatically more affluent than the average U.S. consumers. 57% of wine consumers have a net worth of over 1 millions dollars, compared to 12% of the average U.S. consumer.
  2. 71% of DTC revenue comes from 30% of the customers. …Every customer matters but a lot of money is coming from the very top segment.
  3. Younger women gain parity with men in wine purchasing. This information should get you thinking about who your marketing and promotional materials are geared to. Historically wineries focused their marketing to male customers.
  4. 42% of DTC customers live less than 150 miles away from the winery, most live farther away. Are you analyzing your customer base by zip code to find out where most of your customers live? Do you have concentrations of customers in certain areas or zip codes? This analysis will affect your marketing and event planning? It is a great tool for planning more successful and profitable events, promotion and advertising.
  5. Discover the other interests of your customers

Wine consumers are more likely to be skiers, play tennis, support the arts and they tend to subscribe to financial newsletters. This should also affect marketing and events.

These few statistics can lead you to many more questions, generate analysis and marketing ideas that can make your winery grow. Whether you are a large or small winery there are things you can put into play that will make your business more successful and your customers feel more connected to your winery.

A tip of the glass from me to you

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.

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