Etude Brandwatch / Vin & Société présentée à l'occasion de la 6e édition du Vinocamp Paris, le 5 mars 2018 Quelles sont les conversations autour du vin en Europe ? Qui sont les consommateurs et leurs habitudes de consommation ? Quelles sont les différences et similitudes d'un pays à l'autre ? Quels sont les défis et opportunités soulevés par cette étude pour le monde du vin ?

1. Wine Drinkers
Brandwatch consumer insights
Bertrand Saint-Martin - VicePresident -France
Katharina Regner– Research Analyst

2. Key Questions
BRANDWATCH.COM
• How does online discussion about wine vary between markets within Europe?
• What other interests do wine enthusiasts have?
• How do consumer demographics and usage patterns (such as time of day) vary between
markets?
• What challenges and opportunities do these findings highlight for the industry?
• How we can leverage influencers in this context…

3. Brandwatch analytics
BRANDWATCH.COM
• Analytics was used to collect and investigate country specific similarities and differences in wine
conversation.
• Data collected March 2016 – February 2018.
• Data collected in English, French, German, Spanish and Italian for European countries.

4. Consumer
insights
BRANDWATCH.COM

5. • male
• an individual rather than a business
• a foodie who enjoys drinking wine in the company
of a book and/or music
• active on Twitter and Instagram
• drinks wine on Fridays evenings
• looks for a wine that tastes good and goes well
with his food.
BRANDWATCH.COM
The average wine drinker is…

6. BRANDWATCH.COM
8% of Italian and 11% of French wine drinkers
pair wines with food, but the contexts vary.
Italian wine drinkers are 1.65x
more likely than French to use wine
as an ingredient for cooking.
They use blogs to share recipes.
In France, wine pairing is an
integral part of the restaurant
experience during which
consumers are most likely to post
photos to Instagram.
Target home cookers in Italy and
restaurant goers in France.
Wine Pairing Topics in Italy Wine Pairing Topics in France

7. 7% of UK consumers pair wine with food, mostly
on special occasions (wine tastings or Christmas).
BRANDWATCH.COM
INSTAGRAM
Wine Pairing
Wine tasting and copious amounts of cheese
with these two babes #wine #byoc
UK wine drinkers are 3x more likely
than the average European wine
drinker to pair prosecco with food.
20% of UK prosecco lovers pair the
drink with simple pleasures in life,
such as pizza, suggesting wide
spread use in every-day-life.
Position wine pairing as a
celebration and prosecco pairing as
an every-day-life treat in the UK.
TWITTER
Wine Pairing
Seriously can’t wait for Christmas, to eat my
own body weight in cheese and drink s***
loads of red wine. 🍷 🧀
TWITTER
Wine Pairing
Fish finger sandwich (homemade bread) and
a glass of prosecco #LivingTheHighLifeWine Pairing Topics in the UK

8. The impact to ones health is 2x as important to
German wine drinkers than average.
BRANDWATCH.COM
GUTEFRAGE.NET
Diet / Health
I drank 6-7 glasses of red wine at my
company’s Christmas party […]. I want to
know if it will have a negative impact on
my fitness and muscle growth. Is red
wine healthy?
Diet and health drives 6% of
German wine discussion.
German wine drinkers ask
for guidance on how much
wine is compatible with
healthy nutrition, particularly
when on a diet. They are
twice as likely to ask these
questions on forums, relative
to other topics.
Topics in German Forum Conversation
BFRIENDS.BRIGITTE
Diet / Health
It is great to have friends who show up
with a bottle of wine on your doorstep
even though it makes it hard to stick to a
diet. But what should I do? I’ve been
good so far, not a single drop of alcohol
on New Years. That is the easiest way to
stay below my diet’s calorie limit. It’s not
the calories in the wine that I have a
problem with, it’s the fact that wine
makes me hungry.

9. Wine discussion is more engrained in day-to-day
life in high volume wine producing countries.
BRANDWATCH.COM
In high volume wine producing countries (IT, FR, ES, DE), wine consumption is more evenly
distributed. In countries that produce relatively lower volumes of wine (UK, IE), consumption peaks on
weekends and in the evenings, suggesting it is associated to ones free time and special occasions.
• Top 5 countries by volume of wine production (2015, Statista): Italy, France, Spain, Germany, Portugal.
0%
5%
10%
15%
20%
Mon Tue Wed Thur Fri Sat Sun
%WineDiscussion
Time (Days)
Wine Consumption Across A Week
UK, IE DE, IT, ES, CH FR
0%
5%
10%
00:00 03:00 06:00 09:00 12:00 15:00 18:00 21:00
%WineDiscussion
Time (Hours, UTC +1)
Wine Consumption Across A Day
UK, IE DE, IT, ES, CH FR

10. BRANDWATCH.COM
UK parents are most likely to enjoy wine; which
they see as a reward for the end of a day or week.
9% of UK wine drinkers are parents.
This is two points higher than the
European average.
UK wine drinkers were among the
most likely to drink wine for self-
reward.
Drinking wine in front of the
television or in/after a bubble bath
is an example of how UK parents
reward themselves with wine.
-1.7
-1.4
-0.4
-0.3
0.4
1.1
2.4
Italy
Switzerland
France
Germany
Spain
Ireland
UK
Percentage points above/below average
parent drinking wine
Proportion of Parents Drinking Wine
-0.2
-0.1
-0.1
0.0
0.1
0.2
0.2
France
Ireland
Italy
Switzerland
UK
Germany
Spain
Percentage points above/below average
consumer drinking for self-reward
Proportion of Consumers Drinking
For Self-Reward

11. BRANDWATCH.COM
Wine drinkers gender:
0% 25% 50% 75% 100%
France
Germany
Italy
Ireland
Spain
Switzerland
UK
Average
Proportion of Gender per Country
Wine Drinkers - Gender
Female Male

12. BRANDWATCH.COM
Wine is considered a feminine drink in the UK and
Ireland, relative to other EU-countries studied.
60% of wine drinkers in the UK
and Ireland are feminine
whereas in the remaining
European countries studied, the
majority of wine drinkers are
male.
In female-led countries,
prosecco, champagne and
fizzy wine are 1.3x more
popular than in male-dominated
countries.
More likely to be femaleMore likely to be male FemininecountrytopicsMasculinecountrytopics
-20
-18
-9
-8
-6
16
17
Spain
Switzerland
Italy
France
Germany
Ireland
UK
Percentage points above/below equal distribution of male and
female wine drinkers
Gender of Wine Drinkers

13. INSTAGRAM
BRANDWATCH.COM
Recommended by a friend 😁😁🇮🇹🍷
#barolo#giacomofenocchio #bussia#monfortedalba #l
anghe #piemonte#vignaiolo #nebbiolo
65% of Italian wine drinkers use Instagram to
share their wine drinking experience.
Italian wine drinkers are 3x more likely than average to use Instagram. Together with French wine drinkers,
they frequently add their country’s respective flag emoji to wine posts, suggesting they are proud of their
country’s wines. Capitalize on this behaviour by focusing on Instagram in IT & FR marketing strategies.
Emoji Topic Cloud for Italian Instagram
Conversation
-18
-14
-6
-1
-1
9
41
Ireland
UK
Switzerland
Spain
Germany
France
Italy
Percentage points above/below average use of
Instagram
Use of Instagram

14. -7.6
-3.7
-2.9
1.3
1.8
2.5
8.7
Germany
Switzerland
Spain
France
UK
Ireland
Italy
Percentage points above/below average distribution of individual vs.
organisational profiles
Likelihood to be an organisation vs. an indivdiual
BRANDWATCH.COM
The share of business voices in wine conversation
is highest in Italy, Ireland, UK and France.
In Italy, wine businesses promote wine tastings in the context of wine tours suggesting a close tie to the
tourism industry whereas in France, wine tastings are offered by individual restaurants as part of a
menu. In the UK and Ireland, businesses lure in wine drinkers through free glasses or bottles and use
calendar events as hooks.
More likely to be an individual More likely to be an organisation
0%
5%
10%
15%
20%
Wine
Tour/Tourism
Restaurant Free Glass or
Bottle
Calendar
Event
Percentageoftweetsbybusinesses
Topics in Business Conversation
Italy Irleand UK France

15. BRANDWATCH.COM
Male and female wine choices are influenced by
peer ratings and supermarket wine selections.
0.0% 0.5% 1.0% 1.5% 2.0% 2.5%
France
Germany
Italy
Ireland
Spain
Switzerland
UK
% of Twitter mentions per country
Male Influencers on Twitter
Supermarkets News Sources YouTube Vivino
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%
France
Germany
Italy
Ireland
Spain
Switzerland
UK
% of Twitter mentions per country
Female Influencers on Twitter
Supermarkets News Sources YouTube Vivino
Supermarkets influence the choice of wine for female wine drinkers in the UK and Ireland. Aldi channels
this behaviour by asking wine drinkers to tweet a review of their wines using hashtag #AldiWineClub.
Across Europe, but particularly in Italy and Switzerland, male wine drinkers turn to peer-review app
vivino for wine inspiration.

16. Low visibility of Robert Parker suggests low
impact on consumer experience in online space.
BRANDWATCH.COM
Instagram (CH)
gourmet_your_life
It was fantastic & enjoyable Matter of
Taste weekend with @wine_advocate
in @thedoldergrand 🍷🧀👌
Instagram (FR)
WineTastingSwitzerland
Visited the Chateau Pape Clément
cellar where the bottles are staked
and the wine is resting and
developing.[…] #robertparker
Blog (ES)
Wines and the City
Want to find out what wines we can expect to enjoy
in 2018? […] Red wines by Franco del Torro such as
Domino Del Bendito, signed by Antony Terryn.
Winemakers continue being protagonists, such as in
the book by Luis Gutiérrez Los Nuevos Viñadores
(with a prologue by Robert Parker) [....]
Blog (IT)
Cinelli Colombini
Who are the world’s most influential wine
instagrammers? [….] The ranking is based on
number of followers and excludes wine monopolies
such as Robert Parker and Wine Spectator.
Swiss wine drinkers are most likely to reference Robert Parker in online
discussion, suggesting they are most in tune to high quality wines,
reviewed by Robert Parker. This manifests itself through attendance at wine
tasting conferences (Matter of Taste) or travelling to renowned wine
cellars in France.
0.00% 0.05% 0.10% 0.15%
Ireland
UK
Germany
Italy
France
Spain
Switzerland
Proportion of total wine conversation per
country
Robert Parker

17. Recap from insight to action
BRANDWATCH.COM
• Reach consumers through the restaurant
ecosystem (suppliers, chefs, business
owners). Network with influencers in this
sector.
• Collaborate with influencers. Invite them to
wine tastings in restaurants and encourage
them to share photos with their audiences.
• Wine is a companion for a restaurant meal.
• Wine drinkers love to take photos during
restaurant experiences and use emojis to
express pride for their country’s wines.
• Wine businesses are linked to the
gastronomy sector and target wine drinkers
through menus.
France
UK
• Investigate male barriers to purchase
• Schedule marketing initiatives around
calendar events, offering free glasses of
wine.
• Market prosecco as a day-to-day treat.
• Wine is a woman’s drink, consumed on
weekends and in the evenings.
• Businesses attract customers through free
drinks, particularly on calendar events.
• Prosecco is a popular alternative to wine and
viewed as a day-to-day treat.

18. Recap from insight to action
BRANDWATCH.COM
• Follow food blogs to identify cooking
trends and influencers.
• Center campaigns on photography and
cooking. Focus on Instagram as a platform
for communication.
• Acquire new customers by collaborating
with businesses in the tourism sector.
• Wine is an ingredient used for cooking
and engrained in day-to-day life.
• Italian wine drinkers are aspiring
photographers who are proud of their
country’s wine.
• Wine businesses are linked the
tourism industry, positioning the
country as a holiday destination for
wine tours.
Italy
Germany
• Liaise with press contacts to offer guidance
on healthy wine consumption in lifestyle
and nutrition magazines in the form of
healthy, nutritious recipes that allow
enjoying an occasional glass wine.
• Wine is a point of discussion on
forums. Wine drinkers desire
guidance on how much wine is
healthy, particularly when on a diet.

19. Appendix
Priorities
Interests
Media Platforms
BRANDWATCH.COM

20. BRANDWATCH.COM
Appendix I Priorities
0% 5% 10% 15% 20% 25% 30%
UK
Italy
France
Germany
Switzerland
Spain
Ireland
Average
Proportion of total wine conversation per country
Wine Drinker Priorities
Foods Taste Diet/Health Social Value Self-Reward

21. BRANDWATCH.COM
Appendix II Interests
0% 25% 50% 75% 100%
France
Germany
Italy
Ireland
Spain
Switzerland
UK
Average
Proportion of Interests per Country
Wine Drinkers - Interests
Food & Drinks
Books
Music
Sports
Business
Family & Parenting
Travel
Technology
Beauty/Health & Fitness
Fine arts
TV
Animals & Pets
Games
Politics
Photo & Video
Other

22. BRANDWATCH.COM
Appendix V Media Platforms
0% 25% 50% 75% 100%
France
Germany
Italy
Ireland
Spain
Switzerland
UK
Average
Proportion of Conversation per Media Platofrm
Wine Drinkers - Media Platforms
Twitter
Instagram
Forum
Blog
Image
Review
Video

23. Thank you for your attention
Katharina Regner
katharina@brandwatch.com
Bertrand Saint-Martin
bertrand@brandwatch.com