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

Global wine segmentation


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.



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.



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


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+44 (0)1932 808295


Coveham House

Downside Bridge Road



KT11 3EP

United Kingdom

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+44 (0)1932 808295


Coveham House, Downside Bridge Road, Cobham, Surrey,

KT11 3EP, United Kingdom

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