Developing a segmentation tailored for wine consumers, and wine consumption occasions

Global wine segmentation

CHALLENGE

Building on the success of previous segmentation models for spirits, Pernod Ricard Winemakers needed a segmentation that would truly understand wine drinkers, and their drinking occasions – across all alcoholic drinks.

 

SOLUTION

Working across 7 markets, Bonamy Finch created a global framework that incorporated wine knowledge & attitudes, motivations and situation context. Profit pools were identified, sized and profiled in detail.

 

This created a rich source of insights, allowing for global and local portfolio planning, and optimised NPD efforts.

 

RESULT

The new model has become a central pillar in strategic brand planning. Recently refreshed in a number of markets, it allows wine brands to be more easily incorporated into brand planning across the entire Pernod Ricard portfolio.

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We have used Bonamy Finch for many years to deliver our complex quantitative research studies and analytics. They have a high level of expertise, and we rely on them for projects that go beyond the complexity that many agencies can handle.

 

Jessica Bath

Strategy & Portfolio Planning, Pernod Ricard Winemakers

SEGMENTATION

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+44 (0)1932 808295

 

Coveham House

Downside Bridge Road

Cobham

Surrey

KT11 3EP

United Kingdom

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+44 (0)1932 808295

 

Coveham House, Downside Bridge Road, Cobham, Surrey,

KT11 3EP, United Kingdom

Bonamy Finch logo (white)
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