Consumption metrics of chardonnay wine consumers in Australia

Abstract

There is a dearth of information in the knowledge base about who the chardonnay consumer is, what their wine-consumption metrics are, what sensory characteristics they associate chardonnay with, and who influenced their perceptions. This study examines the consumer engagement with chardonnay, and contributes evidence-based research to inform future wine-business strategy. A population sample was recruited to be representative of Australian consumers. An online survey of 2,024 Australian wine consumers was conducted, 1,533 (76%) of whom actually consumed chardonnay. This paper focuses only on those who consumed chardonnay. Males purchased and consumed larger quantities of chardonnay, although marginally more females consumed it. Chardonnay is considered to be characterized by full, lingering, and fruity flavors, as well as yellow color. Chardonnay is associated with dinner parties and at-home consumption. The vast majority of participants liked and had a positive perception of chardonnay. The target market for chardonnay is not only females; in fact, males appear to be the main consumers of this varietal by volume. Marketing and promotion campaigns should leverage the findings to retain current and win back other consumers. This is the first research to provide empirical explanations of consumer engagement with chardonnay, and to contribute evidence-based research in this regard.