WINETECH Technical Yearbook 2020

CHENIN BLANC NEEDS IDENTITY Consumers were asked to recommend strategies for Chenin blanc that were described as “unfamiliar” and “never the first choice” during the interviews. They mentioned it is important to differentiate Chenin blanc from other varieties on a sensory level. Due to the adaptability of Chenin blanc grapes, as well as the inherent sensory variances, differentiating Chenin blanc based on sensory characteristics is perhaps this variety’s biggest challenge. However, consumers need consistent positive experiences and much more exposure to Chenin blanc. In the case that consistent sensory experiences are not possible, at least the message to the consumer by means of marketing communication should be consistent. Consumers agreed that real experiences, such as wine tastings (74%), also with food pairings (76%), are much more important than social media campaigns on Facebook (36%) and Twitter (22%). Respondents do not think opinions from wine experts, recommendations from store assistants, marketing information without wine tastings or celebrity endorsers that promote Chenin blanc are necessarily good strategies to improve this category. They rather recommend tastings in the supermarket (74%), promotions at restaurants (72%), as well as recommendations by friends or family (66%), as strategies to promote

Chenin blanc. During the interviews, the message from wine consumers was clear: “I don’t know what to expect from Chenin blanc and how it differs from Sauvignon blanc”; “I have tasted a lot of Chenins and they all taste completely different”; “Chenin needs some sort of categorising…an identity”. More time and effort is therefore required before Chenin blanc can be established as a brand. Yet, with an identity, consistent characteristics and sufficient exposure, market share may slowly increase. CONCLUSION From the research, it appears as if con- sumers prefer to remain brand loyal during wine purchases. Brands that are known to consumers are safe options as consumers know what to expect from their few trusted brands. This way, there are no nasty sur- prises when these habitual wines are served to friends or enjoyed home alone. After a series of positive experiences, it is possible that consumers attach brand value to wine varieties, such as Sauvignon blanc. Recommendations to increase Chenin blanc market share include: consistent sensory experiences and/or communication with consumers, more exposure by means of real experiences, such as tastings at supermarkets and restaurants, as well as food pairings. It might take some time, but with a reputable identity and carefully designed strategies, it is possible to establish Chenin blanc as a brand and routine purchase.

FIGURE 1. Consumer satisfaction formation – the first step to brand loyalty.

alternative options and engage in positive word-of-mouth by recommending the brand to friends and family (Schiffman et al. , 2014). IS SAUVIGNON BLANC A BRAND? Already in 1986 it was said that consumers might recognise wine varieties as true brands (Gluckman, 1986). However, based on results of this study, brand status was linked to a specific wine variety for the first time. More than 70% of respondents agreed to buy Sauvignon blanc when they are uncertain about their bottled white wine choice in the supermarket. Also, 49% of respondents said that they always buy Sauvignon blanc, compared

to a lot less consumers that always buy Chenin blanc (28%), Chardonnay (27%) and white blends (19%). Twenty percent of consumers furthermore indicated that they never buy Chenin blanc. In this study, consumers indicated that they know what to expect from the sensory characteristics of Sauvignon blanc. Sauvignon blanc was furthermore described as the “safe choice” and “social norm” that will satisfy friends and family. In comparison to other wine varieties, Sauvignon blanc was indicated to be the first choice for special occasions and when buying wine as a gift. From the results, it appears as if Sauvignon blanc indeed fits the characteristics of a brand. This finding is promising to other varieties aiming to establish a brand status.

WINETECH TECHNICAL YEARBOOK 2020 100