When you think about buying wine, your mind probably goes to either full sized bottles at grocery stores or single glasses at restaurants or bars. But a new wave of wine products is trying to mix those two concepts. According to Packaging Digest, single serve wine that’s sold in actual bottles or innovative packaging is gaining popularity, especially among millennials. The convenience of single serve packaging lends itself well to individual consumers or those who want to enjoy wine at special events. So how many consumers like the idea of single serve wine? We asked 1,000 respondents on August 18-19 about their thoughts on this growing sector of the wine industry.
In Ask Your Target Market’s latest survey, 7% of respondents said that they last bought or consumed wine within the past day. 12% have bought wine within the past week. 10% have bought it in the past month. Another 10% have bought it in the past three months. 9% have done so in the past year. 13% said that it’s been over a year since they last purchased or consumed wine. And 39% said they aren’t wine consumers at all.
51% of wine consumers said that they normally purchase wine from grocery stores. 37% buy wine from liquor or convenience stores. 29% buy it from restaurants. 17% buy it from specialty wine stores. 14% said they regularly buy or drink wine at special events. 12% buy it from vineyards or wineries. And another 12% drink wine at bars regularly.
Single Serve Wine
Overall, just 9% of respondents said that they always purchase wine in single serve bottles or packaging. 12% said they buy single serve wine most of the time. 13% do so about half the time. 30% said they rarely ever purchase single serve wine. And 35% never do.
Looking forward, 33% said they are at least somewhat likely to purchase wine in single serve packaging within the next year. 43% said they are unlikely to buy single serve wine this year. And 23% are neutral or undecided at this point. Those who normally purchase wine at grocery stores were more likely to be interested in single serve wine and also more likely to drink wine more often.
When purchasing wine, 51% of wine drinkers said that taste is their most important consideration. 30% rank cost as their number one determining factor. 12% care about the type of wine. 5% value a strong brand name. Just 1% each consider convenience and sustainability to be important when purchasing wine. And less than 1% value packaging above the other factors.
More specifically, 71% of overall respondents said that they generally care about the cost of their drinks. Just 41% said they care about the packaging of their drinks. And 53% of respondents said that they like to enjoy alcoholic beverages like wine at special events. Those who like to enjoy drinks at special events were also more likely to be interested in single serve wine, but only slightly more likely to have tried it at this point.
Single serve wine presents many potential benefits for wine consumers. But focusing on innovative packaging designs may not be the best way for wine companies like Black Box or Zipz to entice customers. Instead, single serve wine companies could call attention to the lower prices of smaller wine options or simply make sure that those single serve options are available and prominently placed at special events where people might want to enjoy drinks without having to buy entire bottles of wine.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
Photo Credit: Single-serving wine-cups, grocery store, Portland, OR.JPG by Cory Doctorow under CC BY-SA 2.0
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on August 18-19 via AYTM’s online survey panel.