Canadians Believe Wine Must Make A Good Impression
Toronto, ON - Making a good impression is always important when entertaining guests. It appears that one's impression of wine is no different, with the results of a New Ipsos Reid poll indicating that a majority of Canadians (52%) say that their guests' perception of the wine they serve when hosting a dinner party is among the most important consideration when choosing which bottle of wine to serve. Interestingly, cost is a less relevant factor, with only one third (33%) maintaining that it is an important consideration to them.
On the flip side, when attending a dinner party and choosing which gift to bring to the hosts of the party, a majority (53%) of Canadians say that they bring a bottle of wine most often. Canadian's propensity to bring wine as a gift finishes handily ahead of other options, including chocolates or another type of dessert (15%), flowers (9%), or home accessories (5%).
These are the findings of an Ipsos Reid poll conducted on behalf of Rosemount Wines from May 11 to May 15, 2007. For the survey, a representative randomly selected sample of 1116 adults was interviewed online. With a sample of this size, the results are considered accurate to within 177 2.9 percentage points, 19 times out of 20, of what they would have been had the entire adult population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure that the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data. *Question NE1 was in field May 17-20 to 2141 adult Canadians.
Wine must make good impression
Canadians believe that, when hosting a dinner party, a bottle of wine must make a good impression. In fact, a majority of Canadians (52%) say that their guests' perception of the wine that they serve is an important consideration when deciding which bottle of wine to serve.
- Women (55%) are more likely than men (48%) to think that this is an important consideration
- Both a majority of individuals aged 18 to 34 and aged 55 and over (52% and 54%, respectively) indicate that their guests' perception of the wine in an important consideration when purchasing a bottle of wine to serve.
Over half of Canadians (53%) purchase wine most often when giving gifts for dinner parties...
When invited to a friend's house for dinner, over half of Canadians (53%) say that they `purchase wine most often when purchasing a gift for someone hosting a dinner party'. The results of the survey show that a majority of Canadians favour bringing wine (53%) over chocolates or other desserts (15%), flowers (9%) or home accessories (5%) when attending a dinner party. In a similar vein, nearly half (42%) of Canadians say that they `always' (16%) or `usually' (26%) bring a bottle of wine as a gift when invited to a friend's house for dinner.
- Eight in ten (78%) Canadians who claim to be `very' or `somewhat' knowledgeable about wine maintain that they purchase wine most often when bringing a gift for someone at a dinner party.
- Residents in Quebec are more likely than any other region in Canada to say that they bring wine on a regular basis, with nearly six in ten (57%) indicating that they either `usually' (33%) or `always' (24%) bring a bottle of wine as a gift when invited to a friend's home for dinner.
- Just one third (32%) of Canadians are not in the habit of bringing wine as a gift to dinner, saying that they `rarely` (15%) or `never' (18%) bring a bottle of wine as gift when invited to a friend's home for dinner.
Canadians believe recommendations from friends more important than experts...
When deciding on a bottle of wine to purchase as a gift, Canadians appear to prefer the advice of their friends to that of the experts. Six in ten (60%) wine-purchasers say that recommendations from friends are important to them when considering which bottle of wine to purchase when searching for a gift, compared to advice from wine experts, where just over half (53%) of Canadians say that advice from these people is important to them.
- Residents of Atlantic Canada are most likely to receive recommendations from their friends, with nearly three quarters (71%) indicating that this advice is important to them.
- Younger Canadians, aged 18-34, and middle-aged Canadians, aged 35-54, are much more likely than seniors to say that advice from their friends are important to them. Two thirds (66% and 65% respectively) of Canadians in these age groups say that advice from friends is important to them, while under half (47%) of seniors, aged 55 and up, say the same.
- Women (66%) are more likely than men (53%) to say that advice from friends is important to them when considering which bottle of wine to purchase as a gift.
- Even more important than advice from friends, Canadians maintain that purchasing wine from a trusted winemaker or brand is important to them, with two thirds (65%) indicating that this consideration is important.
- Canadians who claim to be either `very' or `somewhat' knowledgeable about wine are most likely to be influenced by brand reputation, with three quarters (74%) maintaining that a trusted winemaker and brand is an important consideration to them when deciding on which bottle of wine to purchase as a gift.
- Middle aged Canadians, aged 35-54, are more likely than Canadians as a whole to purchase based on brand, with seven in ten (69%) indicating that it is an important consideration to them, compared to the national average (65%).
For more Information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2900
[email protected]
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
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