How do you know which kind of research to consider for wine marketing?


By Paula Pereira for

Everybody starting studies in the wine field has a career which has a crucial influence of the kind of network you’ll finally develop. The exploring starts as student of fields related to the nature and economics. In all this type of studies, field research is the most important subject, probably because we need the information as professionals for important decisions inside a company, and because is our responsibility to make the right choice.

I manage as engineer in agriculture experiments with the objective to correctly implement the best plan for efficient growing of the entire cultivation. It is the goal to produce as much as possible, using minimal sources in a sustainable manner. As journalist, I use much of desk research as well as field research, such as observation and interview because I am responsible for the honest communication about the perceived quality of a wine and responsible for publishing the developments in the wine sector.

We found much of the secundary information from national and public entities. The questions rising in particular as wine importer, for example are: How does my wine portfolio filling in the needs of my target group?  How do I increase sales? How do I adapt my business to the digital wine era? How do I get new business?

Moreover, digital tools such as your own website, give specific information about the frequent a client is in touch with you. For a wine company this information is fundamental. It provides free information which can be used as  basis for faster respond against the external factors.  It is now the challenge, to understand how the new wine consumers get to know about your wine. Probably, it start in the winery. You try to handle companies highly visited by your customers, you want to work with all the companies highly recommended by their reputation. It is now reasonable, accepting to sell wines who nobody knows? It is hard for wine producers to accept that loyalty is overrated and that in every moment consumers are in touch with new information of some very good wine and that is enough to start a trial of this unknown.

At this point, you will see that the wine companies who did not analyses the risk of just selling few good wines brand, investing all the effort in such little market, did not succeed and lost revenues.

I propose that the kind of research to consider for wine marketing should rely on this little data coming from trial and adoption enhance with desk research. Further, expensive market research should be used by companies with  high impact on the market.

Finally, I think that wine buyers get in contact with you because you have the wine they have tried and probe to be fine for them. Additionally, they know that doing business with you has minimal risk.