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.

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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

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