Survey, Conducted by Wine Opinions and Co-Sponsored by Colangelo & Partners, Adds to Ongoing Debate about Wine Labeling
DECEMBER 21, NEW YORK, NY — A survey on nutrition and ingredient labelling in wine, conducted by Wine Opinions and co-sponsored by Colangelo & Partners, found that more wine drinkers are interested in knowing the ingredients in the wine they drink than the nutritional values. Pointedly, neither ingredient nor nutritional labeling would affect purchase decisions for the majority of respondents. The total survey size was 1,053 (split fairly evenly between male and female), 84% of whom identify as high frequency wine drinkers (those who consume wine ‘a few times per week’ or more often).
“While enthusiasm for ingredient and nutrition labeling is evident, the purchase decision effect was somewhat muted,” said John Gillespie, Founder and CEO of Wine Opinions. The nutritional values of most interest, according to the survey, were calories (83%) and carbohydrates (58%). “While this survey was not comprehensive, the fact that more than half of the highly involved wine drinkers who participated showed interest in having more information about the wines they buy should be a wakeup call for wine producers and the industry as a whole.”
In total, 69% of survey respondents answered that they would be interested in ingredient information on the label and 54% expressed interest in nutritional information, suggesting a connection between ‘wellness’ and wine consumption. However, 57% of respondents said ingredient labeling would not affect their purchases decisions and 4% expressed that ingredient labeling would actually make them less inclined to purchase.
“Our clients need to keep their fingers on the pulse of wine drinkers’ interest in nutrition and ingredient labeling as well as the ‘wellness’ trend and how it relates to wine consumption,” said Gino Colangelo, president of Colangelo & Partners. “This survey, while certainly not conclusive, contributes to the ongoing discussion about labeling.”
About John Gillespie and Wine Opinions
John Gillespie is the founder and CEO of Wine Opinions, the leading wine market research firm in the U.S., which provides custom quantitative and qualitative research of U.S. wine consumers and the wine trade to wineries, wine marketers, and wine trade associations. He is the most prominent wine market research authority in the U.S. Beginning his career in New York as a wine magazine editor, Gillespie has worked as a wine journalist, in the retail and restaurant trade, in marketing and communications for wineries, and as the head of the Bordeaux Wine Information Bureau and Wine Market Council.
About Colangelo & Partners
Colangelo & Partners (www.colangelopr.com) specializes in premium food, wine and spirits, and has long established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior. The agency focuses on ‘closing the loop’ between creative communications programs, distribution, promotion, publicity and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. Founded in 2006, the current Colangelo & Partners wine client list includes global institutional marketers as leading wine and spirits companies, domestic and international.
