How can we make it easier to buy wine?

This Demandscope project looked into what it is like to buy wine and how Hancocks might be able to improve their ability to influence wine buyers.

An online qualitative community and quantitative survey gave us a rich picture of what wine drinking and buying is all about.

The project featured a segmentation of wine drinkers and a detailed exploration of what wine is like to buy from different channels (wine stores, supermarkets, liquor stores, online and also on-premise in restaurants and bars).

It seems that for most people wine is enjoyable to drink but bad to buy. Retail channels tend to favour those more knowledgable wine drinkers, leaving the majority, who are less confident with their knowledge, to struggle.

The Outcome
The Demandscope analysis provided Hancocks with an insightful understanding of their customers and powerful set of recommendations to enhance their on-premise and off-premise channel marketing.