Firstleaf Releases Survey Revealing How Consumers Think and Shop About Wine
Survey findings show that consumers view wine with many complexities, a problem that Firstleaf is aiming to solve
NAPA VALLEY, Calif. , July 14, 2022 /PRNewswire-PRWeb/ -- Firstleaf, America's most personalized wine company, curating world-class wines tailored to individual tastes, today released a survey focusing on habits of wine purchasing. The survey illuminates how consumers approach buying their wine, explores their reasoning and dives into their assumptions around wine culture. The survey was conducted online among 1,001 men and women ages 21+ in the U.S.
The survey hones in on Firstleaf's mission to remove the guesswork that comes with wine selection, making it easy to discover new favorites without the "hit or miss." Firstleaf uses patented cutting-edge technology that ensures the customer experience becomes even more personalized with every shipment. The result is a box of curated wines that match each person's unique tastes unlike any other wine company.
A member's entry starts with a nine-question quiz that leverages artificial intelligence to establish their wine flavor profile and sends an introductory box uniquely suited to their taste preferences. As a member rates wines with a simple thumbs up or thumbs down, Firstleaf's machine learning platform better learns and refines each person's unique 'wineprint' with a 96% accuracy after they rate just three bottles. Meaning that 96% of the time, members enjoy the full selection of bottles they receive. Firstleaf is so confident in their selections that they offer a satisfaction guarantee that provides a credit for any bottle(s) a member does not enjoy. There are also no contracts or commitments so members can cancel at any time without penalty.
Key findings from Firstleaf's survey include:
- 54% of wine drinkers get confused with all the wine language (e.g. chewy tannins, oaked, etc.)
- 32% of wine drinkers pick their wine based on price, while 28% choose something they've tried before and 7% pick based on label design
- Similarly, over 50% of people do not think it's important to remember vintages, regions, or varieties in order to find a good wine
- 60% of wine drinkers have purchased a bad tasting bottle from the store and 49% of respondents do not explore new wines often
- 81% of people said they'd be more open to explore new bottles more often if they were recommended based on personal taste preferences
These findings come at the heels of Firstleaf's recent Wine Made Simple campaign that features a couple navigating an all-too-familiar wine journey that is cleverly rooted in consumer truths. Faced with endless choices and confusing jargon, the couple struggles to find a wine they like. Infusing humor and personality, the Firstleaf guide who accompanies the couple on their journey points out a common sentiment, "It feels like you need a degree in grapes to find wines you'll love."
Many consumers have surveyed "The Great Wall of Wine" in a retail store and sheepishly picked the $20 bottle solely because of its standout label. Wine is one of the world's most complex and fragmented consumer products. Given the number of compounds contributing to flavors, aromas, structures, vintages, terroirs, vineyards and more, it has nearly infinite variety. When you couple that endless complexity with our different palates, choosing the right wine is anything but easy. In an industry that makes it intimidating to explore for fear of choosing wrong or being disappointed, Firstleaf makes buying wine simple, which is the very promise on which the company was built. For more information on Firstleaf, visit http://www.firstleaf.com.
About Firstleaf
America's most personalized wine company, Firstleaf uses millions of data points to produce and curate each shipment of award-winning wine from around the world so that members can explore new bottles and discover new favorites tailored to their taste. Founded by Philip James, a wine industry veteran and Oxford-educated chemist, the subscription service unites the art and science of wine. Firstleaf brings together proprietary technology, expert winemakers and a WSET-certified concierge team, to build a unique Wine Profile for each member and curate each shipment individually. With no preset packs or boxes, Firstleaf has over 82 million combinations of wines possible and 98% of its monthly boxes are unique. Named 2021 Wine Company of the Year in the Winemaker Challenge International Wine Competition, Firstleaf's wines have won over 2,000 awards with more than 300 bottles scoring over 90 points. Its team of winemakers sample over 10,000 wines each year across 5 continents and 12 countries to select only the finest bottles. With a 96% approval rate of the world-class wines chosen for their 140,000 club members, Firstleaf's deep understanding of winemaking and technology ensures the perfect selection for beginners to experts. For more information, please visit http://www.firstleaf.com.
Media Contact
Patty Montagno, Firstleaf, 1 203.297.7403, [email protected]
SOURCE Firstleaf
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