France, two-thirds of buyers never go to a wine shop

David BECK Academic - Economics, Society and Political science - Environment and Technologies (AI, blockchain)

15% of wine purchases are made at wine shops

Three categories of wine buyers have been clearly identified:
1/ People who regularly visit wine shops: on average 35 times a year, i.e. almost 3 times a month;
2/ People who rarely visit wine shops: 3 times a year on average);
3/ Wine and alcohol buyers who never (or almost never) visit: 68%.*

We have analyzed the white wines listed in Parisian wine shops.

1. Domaine du Tariquet
2. Paul Jaboulet Aîné
3. Château Suduiraut
4. Domaine Chanson
5. Domaine Cauhape

6. Albert Bichot
7. Vignerons de Buxy
8. Kuehn
9. Bénédicte et Stéphane Tissot
10. Château Beauregard

11. Château Rieussec
12. Domaine de la Taille aux Loups
13. Domaine FL
14. Domaine Pellé
15. Château Climens

Youth: loyal customers

While the typical wine shop customer is slightly over-represented among women, the profile of the very regular wine shop customer is very male. The wine and alcohol buyers who frequent wine shops are mainly customers aged 45 to 59. 40.4% of the CSP+ frequent wine shops. Loyal customers of wine shops are slightly younger than the average. They are much less likely to buy wine and spirits in general than the average. Very regular customers of wine shops are particularly numerous among buyers in the Paris region. 42% of Parisian wine shop customers are very regular customers.

1. Sancerre
2. Sauternes
3. Pouilly-Fumé
4. Alsace Riesling
5. Alsace Gewürztraminer

6. Pays d’Oc IGP
7. Chablis
8. Condrieu
9. Chablis premier cru
10. Languedoc

11. Alsace autres cépages
12. Côtes de Gascogne
13. Bourgogne Aligoté
14. Pouilly-Fuissé
15. Jurançon

The customers of wine shops are also customers of mass retailers. Traditional wine shops must differentiate themselves by developing innovative concepts (such as wine bars, offered by 24% of wine shops in 2016) and position themselves in growth segments such as delicatessen products, which are present in 60% of sales outlets. They also offer new services through the development of e-commerce.


Academic - Economics, Society and Political science - Environment and Technologies (AI, blockchain)