Yale Miller

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What is the future of Wine for LDA Consumers?

The Future of Wine with EJ Gallo

Overview
In summer of 2023 EJ Gallo Winery approached the NEXT Innovation Scholars with a simple ask: we want you to find the future of wine for LDA consumers. The catch? They need it in two weeks. What followed was 50 user interviewers, hours of digging through insights, and a very late night putting together a final presentation. The team presented to EJ Gallo at their headquarters in Modesto, California then ran a workshop with their team.  
Type
Consumer Insights
Team Credit
Akash Khanikor
Himanshu Kaushik
Maxwell Kemats
Cara Baah-Binney
Caroline Berger
Date
Summer 2023
Alongside wine brands like Barefoot, EJ Gallo also owns a number of other popular brands in the alcohol category

The Brief

In two weeks:

...collect relevant data and extract valuable insights around wine consumption amongst the Legal Drinking Age (LDA) [21-25] consumer

...explore motivations, barriers/tensions, preferences, and decision-making factors that influence LDA

...interview at least 50 LDA consumers of a diverse background...interview at least 50 LDA consumers of a diverse background

The Presentation

The Team had the opportunity to present our work at EJ Gallo's headquarters in Modesto, California. We then ran a workshop with GJ Gallo employees to create ideas from our insights.

Our Insights were divided into four main groups:

The Current State of LDA Drinking

LDA Consumption & Perception of Wine

Barriers to the Wine Category

LDA Consumer Desires
Left to right: Caroline Berger, Akash Khanikor, Yale Miller, Max Kemats, Himanshu Kaushik

The Current State of LDA Drinking

LDA Consumption & Perception of Wine

Barriers to the Wine Category

LDA Consumer Desires