by Wine Owners
Posted on 2015-06-07
Which wine writers exert the most influence over consumer purchasing decisions of fine wine?
It’s a question we’ve often been asked, and one we wanted to understand in context of what kind of recommendations influence consumers’ fine wine buying decisions.
To find out, we teamed up with Spiral Cellars, and organised a structured research programme through Effective Research. The fine wine purchasing influence ranking is based on 244 questionnaire responses.
We discovered that consumers rely on multiple recommendation sources, and even the least relied-upon source is quite significant in influencing purchases. This also suggests that social media influence is real, and can indirectly contribute towards buying decisions.
There is nonetheless a clear, favorable bias towards online sources, with the subscription sites of leading critics exerting the greatest sway over consumers.
Which critics and bloggers, if any, are you most likely to base a proportion of your buying decisions on?
When it comes to informing a proportion of buying decisions, Robert Parker is the clear winner with more than half of all respondents likely to buy based on his reviews. Neal Martin, his successor for new Bordeaux releases and leading Burgundy critic, is relied upon by 29% of respondents, with Jancis Robinson in a very strong second place position on 49%.
Vinous (Antonio Galloni on 26% and Stephen Tanzer on 17%) showed complementary strength, with Burghound (Allen Meadows) registering 22% and Tim Atkin on 20%.
Whilst consumers have their favourites, their buying decisions will be influenced by a number of critics and writers.