E. & J. Gallo Winery, Kube uncover alcohol purchasing trends
As trends in other categories such as beauty and fashion are constantly evolving, so are those in the world of alcoholic beverages.
Looking beyond the world of wines, E. & J. Gallo Winery and the Knowledge Unearthed for Business Expansion, or Kube, examined the entire alcohol space and uncovered how consumers’ values and beliefs influence the type of drinks they choose and consume.
“Going beyond wine was important for Gallo to develop a relevant framework to understand consumer trends within all alcohol beverage categories,” Jennifer Jo Wiseman, vice president of consumer and product insights, said. “As a leader in the industry, we are committed to learning, experimenting, and innovating in order to continue providing brands and products that consumers seek and enjoy.”
The companies found that while premium wine drinkers continue to remain more exploratory and social than drinkers of lower price points, an interest in fine wine was driven by having a moment with a drink or having a friend introduce them to the world of fine wines.
Kube also found that 66% of consumers admitted to changing their drink of choice, depending on where they are and what they are doing.
“This means listening to our consumers and providing offerings that fit the needs of their occasions. Our teams at Gallo are continuing our company’s effort to grow the alcohol beverage category, which wouldn’t be achievable without innovation,” Stephanie Gallo, vice president of marketing, said. “Taking what we’ve learned from Kube is helping us to partner with our internal teams, as well as our customers to innovate for the future.”
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