Developing a segmentation tailored for wine consumers, and wine consumption occasions
Global wine segmentation
The 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.
The 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.
The 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.
Jessica Bath
Strategy & Portfolio Planning, Pernod Ricard Winemakers
