Wine Opinions, an Internet-based wine research company, published a report last month titled "Tracking wine media usage and the Influence of Critics." The report, which includes both trade-only and consumer panels, makes fascinating reading but here are some key findings which struck me as particularly interesting (based on consumer-only responses):
- The most influential opinions affecting consumer retail wine purchases over $20 (the highest category) were "wine-knowledgeable friends" (72%) followed by retail staff (61%). See chart below.
- The Wine Spectator (54%) has more influence than Robert Parker (41%) amongst high price point consumers.
- 24% of consumers in the panel read wine blogs, about double the level which read the Wine Advocate or eRobertparker.com.
- 87% of consumer respondents agreed with the statement "I trust my own taste more than I do the wine critics." Despite that, 49% agreed that "I try hard to avoid wines with poor ratings."
- Interestingly, most consumers (42%) disagreed with the statement that "There is a big quality difference between a wine related 92 points and one rated 88 points." Note: another 39% were undecided on this statement.
My conclusions
- Initiatives to apply social networking to generating wine recommendations should have a receptive audience.
- Internet-based wine opinions contained in blogs or shared tasting notes are already a significant influence factor and growing stronger based on a steady flow of new initiatives.
- The role of expert wine retail staff is valued highly.
- Consumers trust their own opinions more than anyone's and apply their own judgment in terms of how they use third party ratings to make their decisions.
The full 32 page report containing charts, analysis, and the original survey questionnaire is available for purchase at the Wine Opinions Store for $195 (it is report CT4-1).
