The Wine Market Council, in collaboration with consulting firm Vista Grande, has unveiled a revealing study focusing on a group of consumers known as the “wine hesitant.”
These are individuals who rarely choose wine—either because they prefer other alcoholic beverages or have reduced their wine consumption in recent years. The goal of the research was to identify the reasons behind this behavior and propose strategies to re-engage this audience.
A Two-Phase Study on Consumer Behavior
The study was conducted in two key phases. The first sought to understand what discourages these consumers from choosing wine, whether in restaurants and bars or in retail settings. The second phase evaluated potential solutions with a sample of 1,500 participants, measuring how effective different initiatives might be in motivating wine purchases.
The results were telling. In hospitality venues, 42% of respondents preferred beer and 37% opted for cocktails, while only 8% chose wine. The pattern is similar in retail: beer dominates, followed by spirits and ready-to-drink beverages. Although 21% of participants considered buying wine, just 10% followed through with a purchase, highlighting a major conversion gap for the industry.
Why Consumers Hesitate to Choose Wine
The research uncovered several recurring barriers. Many respondents associate wine with formal or special occasions, viewing it as less suitable for casual, everyday consumption. Others mentioned taste preferences, the alcohol content, and the lack of approachable formats as deterrents. For many, wine still feels intimidating compared to the simplicity and familiarity of beer or cocktails.
Strategies to Reconnect with the “Wine Hesitant”
To counteract these challenges, the study proposes a series of practical and innovative measures:
- Wine-Based Cocktails: The creation of approachable drinks like Porto & Tonic or Rosé Spritz could make wine more adaptable to modern, informal contexts. These cocktails allow customization by flavor and strength, making them less intimidating and more playful for newcomers.
- Discounts, Promotions, and Tastings: Offering small-scale tastings or pre-purchase samples in stores can reduce the perceived risk of trying something new. Discounts and promotional bundles can also encourage exploration.
- Innovative Packaging: Single-serve or small-format bottles appeal to consumers who live alone or prefer moderation. These formats make wine more practical for daily enjoyment, helping consumers avoid waste and control spending.
- Seasonal Offerings: Tailoring wine or cocktail options to the time of year—such as refreshing blends for summer or spiced variations for autumn—can enhance appeal and connect wine to diverse drinking moments.
Learning from Other Beverage Success Stories
The report also points out how other alcohol categories have successfully diversified. Companies such as Boston Beer and E.&J. Gallo have grown by expanding their product lines beyond traditional beverages, embracing new trends and consumer behaviors. The wine industry, the study suggests, could follow a similar path by experimenting with new flavors, formats, and experiences that better match contemporary lifestyles.
Looking Ahead
The conclusions are clear: to re-engage hesitant consumers, the wine sector must combine tradition with innovation. By making wine more accessible, versatile, and relevant to modern drinking habits, producers can tap into new audiences—especially younger generations—and ensure that wine continues to hold a meaningful place at the table, whether for celebrations or casual gatherings alike.
Source: Vinetur