A 3-year sensory and consumer research project from the creation of wine prototypes, and the definition of the ideal profile to market share predictions.
Riverside viticulture in Germany, a European cultural heritage, has vineyards that are too steep for mechanization, resulting in high labor costs that no longer adequately compensate winegrowers. Increasingly these steep slopes are no longer cultivated and go overgrown.
Approach:
A multi-layered agile approach where SAM conducted two sprints to first create the prototypes and then using our bespoke SAM Pre-Mapping methodology, 56 wines were characterized based on 15 attributes and assessed in one single day.
In a subsequent consumer study 12 wines were evaluated in a CLT and profiled in parallel according to QDA. A segmentation analysis enabled the identification of the relevant target group and a conjoint analysis defined the best concept (brand / design / claim) to maximize market shares in a defined price segment.
Outcome
In cooperation with grapevine breeders, winegrowers and the Geisenheim Research Institute, SAM has worked out solutions over a period of 3 years to enable the sustainable cultivation of steep slopes with wine in line with climate change to be also profitable for winegrowers. This makes it possible to preserve a centuries-old cultural landscape.
