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.

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 BathStrategy & Portfolio Planning, Pernod Ricard Winemakers