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Click here to purchase detailed Roy Morgan Target Profiles of either Drinkers or Liquor Retailers

There are approximately 421,000 wine drinkers who have consumed Semillon in the last 4 weeks according to the latest Roy Morgan Single Source survey to December 2009.  Although small in size, this is a very important consumer segment to the category.

Compared with the average Australian adult, a Semillon drinker is far more likely to be well educated, earning a high income and to be employed in professional or managerial occupations. Wine drinkers as a group are also more likely to be in those demographic groups but the Semillon drinker even more so.

The Semillon drinker is twice as likely as the average Australian adult to be in the AB socio-economic quintile and also twice as likely to have a high discretionary spend.

Source: Roy Morgan Single Source July 2008 — December 2009. n=14664 wine consumers, 807 Semillon consumers

Trish Kelliher, Account Director says:

“The Semillon consumer is a very important consumer group for the category.  They are influential, have a high discretionary spend (both inside and outside of he category), and very progressive when it comes to exploring the category.  The Semillon drinkers know the variety they want in a particular price bracket when they enter a store but can be influenced by specials and are not afraid of trialling new brands. Retailers take note — 74% of Semillon drinkers would prefer to have wines displayed by variety. ”

For detailed Roy Morgan Target Profiles for either drinkers or liquor retailers

Please click on this link to the Roy Morgan Online Store. These profiles provide a broad understanding of the demographics, attitudes, activities and media usage of he target group.

http://www.roymorganonlinestore.com/Browse/Australia/Retail/Liquor-Retailers/Liquor-Store-Customer-Profiles.aspx

For comments or further detail, please contact:

Trish Kelliher, Account Director

Email: Trish.Kelliher@roymorgan.com

Telephone: +61 (3) 9224 5417

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