Concha y Toro: Consumer Behavior

Illuminating shoppers’ path to purchase

Global wine producer Concha y Toro wanted to explore how UK consumers shop for wine, including the diversity of customer demographics and their different shopping missions.

Post

APPROACH

A collaboration between MMR and Huxly, our brand strategists, uncovered motivations for wine purchasing across 1500 unique occasions through a blend of qualitative and quantitative methods - including a market research online community, App survey and traditional online survey

OUTCOME

This occasion data was used to create a bespoke model, determining the macro factors driving choice across all wine purchasing occasions. Concha y Toro received clear guidance on how to optimize shopper journeys based on this valuable, in-the-moment customer insight.

Concha y Toro brands Trivento and Casillero del Diablo enjoyed record-breaking UK sales in December 2020, benefitting from greater off-trade purchases due to changes in shopper behavior throughout the pandemic.

Concha y toro

Concha y toro

Chevron
Chevron

Check out more of our case studies...

We love celebrating our clients' successes. So take a look at some of the innovative ways we've helped brands to overcome their challenges recently...

Schedule a call with us

If you'd like to understand a bit more about us or find out how we can help solve your challenges, check out our team's availability and book in a call at a time that suits you.

Book a Slot Today

Get in touch

If you'd prefer to chat over email, fill out your details below and we'll get back to you as soon as we can.

* Indicates a required field.