Wine Growers British Columbia (WGBC), engaged Terroir Consulting to undertake a comprehensive Canada-wide wine consumer segmentation study to provide actionable insights for BC wineries. The study aimed to identify distinct consumer groups, understand their behaviours and attitudes, and offer wineries tactics to effectively engage these audiences.
Building on this research, a partnership with Stormy Lake Consulting led to the development of a segmentation algorithm, providing wineries with a practical tool to apply these insights. This tool enables wineries to categorize their audiences into the BC wine consumer segments in order to implement targeted marketing strategies.
Explore the findings and toolkit below.
The BC Wine Consumer Research and Activation Guide are resources available exclusively to Full Member Wineries with Wine Growers British Columbia. You must log in to access this content. For support accessing your account, contact Info@WineBC.com.
THE BC WINE CONSUMER SEGMENTS
Profiles of segments in the BC wine market. The primary target consumers for the Wines of BC brand are the Passionate Advocates, Engaged Explorers, and the Social Samplers.
THE BC WINE CONSUMER RESEARCH & INSIGHTS
In this report you will learn about the five consumer segments in the BC wine market and their
- Demographics, attitudes and behaviours
- Average monthly spend on wine, average spend per bottle
- How often they drink wine
- Motivators to buy wine; when and where they buy wine
- How wine fits into their lifestyle
- Where they learn about wine
THE CONSUMER SEGMENTATION TOOL
Wine Growers British Columbia is pleased to release the Consumer Segmentation Toolkit. Available exclusively to full member wineries, this toolkit is a tangible resource which complements the BC Wine Consumer Qualitative Study, and BC Wine Consumer Focus Group research. Our goal was to not only provide our members with useful information, but a tool to utilize the data for exciting results:
The activation guide includes three ways to activate the consumer segmentation tool which allows wineries to segment their existing audience into the BC wine consumer types.
Once you determine your audience you can tailor your marketing strategies for maximum impact. With tactics tailor-made for your audience you can expect increased basket size at the winery, growth in e-commerce sales and wine club members, all while building brand advocates.
✅Engage with your audience more effectively
✅Carve a distinctive space in their minds by presenting content that genuinely aligns with their interests and needs
✅Train your staff to tailor their service to their guests through segment insights
It is important to understand clearly who your customers are to find out what they value. Marketers are often too close, too invested, too educated or engaged with the wine category to be able to think and feel like their target consumer
PERSONALIZED SUPPORT
Review the Consumer Segmentation Tool Activation Guide and follow the steps to implement one, or all three ways to utilize the tool. While this guide has been designed to allow you to activate the tool easily, we are pleased to offer you personalized support with a Wine Growers British Columbia staff member.
