When a hand-sale Russian River Pinot Noir Brand needed marketing support, Wine Concepts Intelligence Targeting mapped the exact retailers where the brand had the highest potential for sales and the lowest risk for the company sales directives.
Having or acquiring sales data from commercial sales sources such as AC Nielsen, Trade Pulse, IRI, Gomberg, etc. can give the wine business marketing staff valuable information as to what has happened in the past regarding sales, trends of purchases, who's moving what and where, declining presence, etc. This information is critical.......and here's the big "BUT", but this information is not the information that a wine supplier should rely on to determine design, placement of product or the determination of a brand philosophy that matches the consumer with the brand with resonate to them specifically.
Simply put, specific philosophies of individuals match specific philosophies in brand design. Science, ie: mathematics, survey and data graphing has proven that the greatest influence for the draw of a brand is the design of package that suggests either quality or value to specific people. Of course, this must be backed up with quality specific to the expectation of design, price and other values that the brand portrays.
Marketers more often than not miss the targeted audience because of general assumptions regarding price point and other brand identifiers, such as appellation, varietal and elevated status details such as vineyard designates and estate bottled referencing and/or even pricing. This is where we separate demography from segmentation.