Wine Purchase Inspiration
While your requested information could not be located in the public domain, we found some details about what motivates millennial women, millennials, and Americans to choose certain wine brands. The details that we found are not specific to holiday wine shopping, but we believe you will find the details helpful. Based on our research, it appears millennial women in the United States are inclined to select wine brands that offer organic or sustainably produced red or white wine and a price that is within the $11 to $15 price range. Price, brand, and variety are the three most important factors that millennials and Americans, in general, take into account when purchasing wine.
To find your requested information, we looked for surveys or polls that tackled the motivations, preferences, or selection criteria of millennial women in the United States with respect to wine purchases during the holidays. Our searches returned very limited information, however, and there was no information that was specific to holiday wine purchases. Despite expanding our search to include all surveys, reports, and articles relating to wine, we were unable to find the specific information you are requesting. All that we were able to find, at least those pieces of information that are still relevant and current, were the wine purchase preferences and selection criteria of millennial women, millennials, and Americans in general. They do not pertain to holiday wine shopping.
Even searching by major holiday did not turn up the requested information.
MOTIVATIONS, preferences, and selection criteria
Our research produced limited information about millennial women's preferences and selection criteria when it comes to wine. And the little information that we found in the public domain is not specific to wine purchases during or around the holidays. Below you will find what we were able to gather on millennial women, plus insights on millennials and Americans, which we believe you will find helpful.
It appears from the information we have gathered on millennial women below that they may be partial to wine brands that offer the following things: organic or sustainably produced wine, red wine or white, and a price that is in the $11 to $15 range.
According to an article published in 2016 by food and drink site The Daily Meal, the Wine Market Council reported that 51% of young females aged 21-24 consider organic or sustainably produced wine bottles a key consideration when buying wine. Compared to men and women in general, this percentage is high. Only 32% of men and only 38% of women in the United States regard organic or sustainably produced wine bottles an important factor in the purchase of wine.
From The Florida House Experience's article, it appears that among millennial women, red wine is more popular than white wine. Of the millennial women polled by the institution, 22.94% said red wine is their drink of choice, while only 20.41% chose white wine. Only 4.13% of millennial women reported their alcoholic beverage of choice was rosé. Women dominate the $11-$15 price range. More than half or 50.20% of millennial wine shoppers typically spending $11-$15 on a bottle were women. A rather similar observation can be made in regard to not checking alcohol content. More than half or 53.40% of millennial wine shoppers that never check alcohol by volume (ABV) were women. Based on this, it appears women are not that concerned with alcohol content.
As you will see below, millennials in general, on the other hand, are inclined to select wine brands that meet their preferences in terms of price, brand, and variety. When it comes to buying gifts for the holidays, they want social media-worthy experiences, products that give back to society, and items or packaging designs that are one-of-a-kind or customizable.
Based on an article published in 2017 by Bauerhaus Design, a digital marketing firm for the wine, spirits, and food industries, the factors that influence the wine purchases of millennials in general, in decreasing order of importance, are as follows: price, brand, variety, label design, package design, product information, country of origin, and shelf location. Millennials have diverse tastes, which have driven up sales of wine in other regions apart from California, whose wine boomers love. They also take pleasure in drinking "fun" wines such as rosé and Prosecco.
When it comes to shopping for gifts for the holidays, eBay reports that 34% of millennials select gifts based on their preferences, not the preferences of the gift recipients, and 23% of millennials ponder if their gift is social media-worthy.
In an article published in 2016 by USA Today, it was mentioned that millennial holiday shoppers want Instagram or SnapChat worthy shopping experiences. They also favor unique items, handmade items, and items produced by local, independent retailers. Compared to 28% of boomers and 43% of Gen Xers, 43% of millennials are either very or extremely inclined to buy handmade items. Around two-thirds of millennials say they would be more inclined to buy a gift from a business that gives to charity rather than one that does not.
Millennials are fond of customizable products, according to an article published by Beverage Information & Insights Group in 2017. The group cited Freixenet's matte black bottle as an example of a customizable product. Freixenet believes Halloween is the favorite holiday of millennials, and its matte black bottle, which is especially suitable for Halloween, allows millennials to either write on it or put stickers on it.
The group described millennials as both price-conscious and adventurous when it comes to purchasing wine. Gran Passione was another wine brand the group took note of in its article. According to the group, Gran Passione is a great example of a wine brand that targets millennials but does not alienate other generations.
There was more information about the wine preferences of Americans, in general, than those of millennial women or millennials. The preferences that we were able to find are not specific to wine purchases during or around the holidays, however. As you will see below, Americans are likely to select brands that offer semi-sweet, fruity, or smooth wine and that showcase a traditional label design. They consider price, brand, and varietal the most crucial factors when purchasing wine.
Nielsen reported last year that the top-selling wine holidays in the United States in 2016 were Christmas + New Year, Thanksgiving, Easter, Valentine's Day, 4th of July, Halloween, Super Bowl, Memorial Day, Mother's Day, and Cinco De Mayo. Compared to the regular two-week period in 2016, Christmas and New Year's Eve generated 69% more sales, with sales of sparkling wine and table wine higher by 272% and 47%, respectively.
The wine styles that Americans prefer the most are semi-sweet (52%), fruity (47%), smooth (47%), sweet (34%), and dry (34%), according to the 2016 Survey of American Wine Consumer Preferences. And based on the same survey, Americans find the following factors the most important when purchasing wine: price (80%), brand (66%), varietal (46%), country (35%), and label (18%). Nearly half or 44% of Americans have paid more than $50 for a bottle of wine, and the top reason that was cited for this luxury purchase was that it was bought for a special occasion. Sixty percent of those who have made a luxury wine purchase cited such reason, while 42% cited that they bought the bottle as a gift.
As regards wine label design, 64% of Americans want a traditional design, 23% prefer a modern design, and only 13% want a fun design. The wine or liquor store, the grocery store, and the discount or warehouse store are three most popular locations for wine purchases. Forty-four percent of Americans often or nearly always purchase wine at the wine or liquor store. Lastly, the varietals Americans most prefer are Chardonnay (42%), Cabernet Sauvignon (41%), Merlot (38%), Pinot Noir (37%), and Pinot Grigio (36%).
The typical price that Americans pay per bottle for drinking at home is in the range of $9 to $14.99. For drinking at a restaurant, the range is higher at $26 to $35 per bottle. Some buy wine by the glass, though.
Despite the lack of information specific to holiday wine purchases, we were able to locate information on what motivates millennial women, millennials, and Americans to select specific wine brands. While the information that we found is not particular to holiday wine purchases, we believe you will find the information useful. Our research indicates that millennial women in the United States are likely to choose wine brands that offer organic or sustainably produced red or white wine and a price that falls within the $11 to $15 range. Millennials and Americans, in general, consider price, brand, and varietal their most important considerations when purchasing wine.