Majority of wine retailers say consumers spend 5%-25% more per bottle when they sample first, with 84% of retailers experience increased demand for wider variety of selection, study says

Tracy McDonald

LOS ANGELES , November 8, 2011 (Industry Intelligence) – Today’s wine consumer is willing to spend anywhere from 5% to 25% more per bottle of wine when they have the opportunity to sample the bottle first, found a September 2011 study of the nation’s top 40 wine retailers by Napa Technology, reported ProgressiveGrocer on Nov. 7.

The average consumer spends from US$10-$20 per bottle on wine, but three fourths of retailers say a more knowledgeable consumer means a more adventurous approach to the buying experience when incentives to taste are first presented.

Consumers are looking for a wider variety in their selections according to 84% of retailers, and retailers who implemented daily tastings, rewarded customer loyalty and held frequent in-store events saw consistent returns. Some 69% of retailers who used wine preservation systems offered higher-priced selections.

The primary source of this article is ProgressiveGrocer, Deerfield, Illinois, on November 7, 2011.

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