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Infographic: Meet the Experience Enhancers

  • Rob Patterson

According to research from Silicon Valley Bank, short-term expectations for wine industry growth were tempered prior to the pandemic. An oversupply coupled with diminishing demand is expected to lead to a discounting of wines and grapes alike. Though that’s negative news for sellers, at face value, the availability of great wines at great prices could create opportunity when it comes to the historically thrifty Millennial demographic. However, to win over these consumers, wine producers will need to better understand their mindsets and engage with them accordingly. Our research uncovered the Experience Enhancer mindset as a prime opportunity for growth. Below, we explore this consumer to better understand their lifestyle and how wine brands can most effectively engage them.

 

Experience Enhancers Infographic Final

 

Here are four things you need to know about the Experience Enhancers:

 

Where They Sip and Savor

Experience Enhancers enjoy their fair share of both domestic and imported wines, but where is it that they sip and savor?

 

Consumed Last 30 Days

(Pre-COVID-19)

Percentage

Index

Home

60.8%

113

Restaurant

43.8%

119

Someone Else’s Home

36.8%

123

Bar/Club

9.9%

123

Entertainment/Sporting Event

3.3%

113

 

While it’s only the third most popular destination for Experience Enhancers, they’re 23% more likely than the average wine drinker to enjoy wine in someone else’s home – speaking to their desire to connect and share in the experience with others.

 

Where they Shop

 

Shopped Last 4 Weeks

(Pre-COVID-19)

Category

Percentage

Index

Whole Foods

Grocery

13.3%

140

Trader Joe’s

Grocery

19.2%

124

Costco

Grocery

28.6%

118

Target

Retail

53.1%

117

Nordstrom Rack

Retail

10.5%

122

TJ Maxx

Retail

21.8%

124

 

Whether they’re shopping for groceries, clothes, or wine,Experience Enhancers are constantly seeking out quality products at perceived value prices.

 

Free Time Favorites

In their spare time,Experience Enhancers take part in a variety of activities. Here are some of their favorites over the past year.

 

Leisure Activities (Past 12 Months)

Percentage

Index

Listening to Music

83.1%

111

Dining Out

79.9%

112

Reading Books

67.5%

110

Going to the Beach / Lake

62.3%

123

Cooking for Fun

57.4%

124

Card Games

51.9%

114

Barbecuing

50.7%

118

Board Games

50.4%

121

 

Above all,Experience Enhancers take the time to enjoy the simple things in life with others. Other entertainment activities that rank highly for them include Live Theater and Live Concerts – especially rock/pop, country, and classical.

 

Influence with Friends and Family

As people who seek out connection with those closest to them in life, this group holds a lot of sway with its peers. However, they also make purchase decisions with their peers’ approval in mind.  Compared to the average wine drinker, Experience Enhancers are…

  • 98% more likely to say they are good at convincing others to try new things
  • 42% more likely to say that people come to them for advice before buying new things
  • 30% more likely to say they buy things that their friends would approve of
  • 27% more likely to ask people for advice before buying new things