Accompanied Shops

Research objective:
To bring wine shopping to life and model the path to purchase in the wine market.

Methodology used:
Accompanied shops with consumer segments, placed in a range of specific wine purchase / consumption experiences.

An example of the key insights:
Purchasing is a whole lot more complex than simply red, white, brand and price.  A little bit of knowledge goes a long way in wine purchasing and attitudes range from ‘keeping up appearances’ to evoking moments and occasions through technical superiority and points of discovery.