Wine & Spirits
Merrill Research has significant experience in the wine and spirits
industry. In fact, our very first project back in 1986 was a major wine brand and we have continued to hold the industry as one of our
specialties ever since. Please see our Clients page for a sampling of
our Food & Beverage clients.
Wine Industry
Patrick Merrill, co-founder of Merrill Research, has 25 years of
marketing research experience in the wine and spirits category. Prior
to founding the company, Merrill worked at Heublein Wines and the Joseph
Schlitz Brewing Company in a marketing research capacity, and has worked
with leading distilled spirits manufacturers ever since. Because of
this experience, we understand the types of information you need to make
decisions, and we know how to collect and interpret the data that will
provide this information.
We have successfully completed qualitative and quantitative studies in
every segment of the wine industry. We regularly talk to both consumers
and influential members of the trade (e.g., retailers, wine writers,
restauranteurs, wine sommeliers, etc.).
We have conducted the on-going Consumer Tracking Study for the Wine Market
Council since 1993. We have also worked with other associations, including the Napa
Valley Vinters Association.
Our work in the wine category includes the following:
- Concept evaluation
- Brand/product positioning
- Usage and attitude studies
- Advertising copy evaluation
- Naming evaluation
- Packaging evaluation
- Advertising and image tracking
- Market segmentation
- Pricing studies
- Market tracking studies
While we have extensive experience with the alcoholic beverage category,
we bring the breadth of perspective that only a broad-based research
firm can provide.
For more information please contact Pat Merrill at
pmerrill@merrill.com or
650-341-4411.
Wine Industry News:
- Merrill article on the use of marketing research in the package design process to be published in Wine Business Monthly.
- Merrill Research quoted in the March 24, 2005 issue of Rich
Cartiere's Wine Market Report, the market intelligence report for
industry executives.
- Merrill Research to release the findings from its Holiday 2004/2005
Wine & Dine study in March 2005.
- Pat Merrill will speak at the January 2005 Wine & Grape Symposium on the use of focus groups and web-based surveys in the wine industry.ÊFor more information, please visit their website:Êwww.unifiedsymposium.org
- Mr. Merrill is to speak at the 2004 World Wine Forum in Rioja, Spain
about the consumer profile of the import wine drinker in the U.S. For
more information, please visit their website: www.
larioja.org/forovino/eng/general_information
- Merrill Research to introduce its Wine & Dine research service to the wine industry in Spring 2004. Contact Pat Merrill for details.
- Pat Merrill will speak at the January 2003 Wine & Grape Symposium in
Sacramento, CA on the use of custom marketing research in the wine
industry. For more information, please visit their website: www.unifiedsymposium.org
