Lithuania

Study Background &

Objectives

© 2012 Ipsos
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 Lithuania

Alcohol Beverages Consumption P12M

Wine users are bigger amateurs of many other alcohol beverages than non-users. They are more likely to
drink beer, sparkling wine, liqueur, RTD drinks, tequila and gin.

Wine Users

Wine Non-Users

© 2012 Ipsos
S6. Which of the following alcoholic beverages have you drunk in the past 12 months?
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Base: Wine Users, n=324; Wine Non-Users, n=197 - the result is statistically higher / lower vs. Non-Users
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Alcohol Beverages Consumption Frequency

Beer most often to be drunk. Sill wine consumed twice as frequently as sparkling wine.

Wine Users
Avg.
per year
73.8 24 16.9 15.5 12.4 11.4 11.4 9.9 9 7.9 7.8 7

© 2012 Ipsos
Answers shown for response rate of at least 10% per category

S7. How often do you drink these alcoholic beverages?

3
Base: Wine Users, n=324 No statistically significant differences vs. Non-Users
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Alcohol Beverages Consumption Frequency

Also wine non-users appreciate beer to the highest extent – it’s consumed much more often than other alcohol
beverages.

Wine Non-Users
Avg.
per year
81.7 14.8 12.5 10.3 8.6 8.4 6.5 2.8 2.2

© 2012 Ipsos
Answers shown for response rate of at least 10% per category

S7. How often do you drink these alcoholic beverages?

4
Base: Wine Non-Users, n=197
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Sparking vs. still wine

Even if sparkling wine is well known and was consumed in P12M, that’s still wine which is drunk most often.

© 2012 Ipsos
Q1. Have you ever drunk sparkling wine?
Q2. Have you drunk sparkling wine within the last 12 months?
Q3. Which types of wine do you drink most often?
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Base: Wine Users, n=324
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Wine Colour Consumption

Still wine is drunk in red and white variants, while sparkling wine - mainly in white one. However, most popular
is still red wine.

© 2012 Ipsos
Q4. What colours of wine have you ever drunk?
Q5. What colours of wine have you drunk within the last 12 months?
Q6. What colour of wine do you drink most often?
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Base: Wine Users, n=324
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Wine Type Consumption

Still and sparkling wines most likely to be consumed in their semi-sweet variants.

© 2012 Ipsos
Q10. What type of wine do you drink most often?
Q11. What types of wine do you prefer the least?
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Base: Wine Users, n=324
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Wine Type Consumption

Semi-sweet still wine most often drunk by almost 1/3 of wine fans. Dry sparkling wine and dry and sweet still
wines - least preferred.

© 2012 Ipsos
Q10. What type of wine do you drink most often?
Q11. What types of wine do you prefer the least?
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Base: Wine Users, n=324
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Grape Varieties
Merlot, Chardonnay, Cabernet Sauvignon – most known and most likely to be drunk.

Q12. Please have a look at the list with different wine grape varieties and
select the ones you have ever seen or heard of?
Q13. Which wine grape varieties have you ever drunk?
Q14. Which wine grape varieties have you drunk within the last 12 months?

© 2012 Ipsos
Answers shown for response rate of at least 12% per category

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Base: Wine Users, n=324
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Grape Varieties – Drunk Most Often

Merlot, Chardonnay, Cabernet Sauvignon to be consumed most often. However, the majority of wine fans
cannot say which grape variety they drink most often.

© 2012 Ipsos
Q15. Which wine grape variety do you drink most often?
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Base: Wine Users, n=324
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Countries of Origin
France, Spain, Italy, Georgia and Chile are most known as the countries of origin and places from which wines
are most likely consumed.

Q16. Now please have a look at the list with different countries of origin and select
the ones you have ever heard of?
Q17. Wines from which countries of origin have you ever drunk?
Q18. Wines from which countries of origin have you drunk with the last 12 months?

© 2012 Ipsos
Answers shown for response rate of at least 12% per country

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Base: Wine Users, n=324
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Countries of Origin
French wines most often to be drunk. Almost half of wine consumers don’t reject any country of origin.

© 2012 Ipsos
Q19. Wines from which country of origin do you drink most often?
Q20. Wines from which country you would be least willing to drink?
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Base: Wine Users, n=324
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Brand Awareness
JP Channet, Torres, Frontera and Calvet most known brands on the market. Campo Viejo, Jacob’s Creek with
low awareness but Old Tibilisi known to the 1/3 of wine adorers.

Answers shown for Answers shown for

response rate of at

© 2012 Ipsos
response rate of at
least 2% per brand least 7% per brand

Q21. Thinking about wine, what is the first brand that comes to your mind?
Q22. What other brands of wine are you aware of? Please include any brands that you can think of?
Q23. Please select the brands, which you have ever seen or heard of, even if you have already mentioned these at previous questions.
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Base: Wine Users, n=324
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Brand Usage
Again JP Chennet, Torres, Frontera and Calvet most likely to be drunk ever and in P12M and to be done so
most often. Old Tbilisi got quite good results, but Campo Viejo and Jacob’s Creek are only the niche products.

© 2012 Ipsos
Q25. Which of the following brands of wine have you ever tried?
Q26. Which of the following brands of wine have you drunk within the past 12 months?
Q27. Which is the one brand you drink most often?
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Base: Wine Users, n=324
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Brand Consideration & Rejection

JP Chennet most likely to be considered. Old Tbilisi considered by 1/10 of wine fans (Campo Viejo and Jacob’s
Creek not likely to be taken into account). All the three brands accepted (very low rejection).

© 2012 Ipsos
Q24. When you are choosing a wine brand to purchase, which of the following wine brands do you choose between?
Q28. Which one of these brands would you be the least willing to drink?
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Base: Wine Users, n=324
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Wine Quantity Consumption

Wine users consume most in the bigger company – about 3 glasses.

Avg.

3,25

2,90

2,84

1,80

1,72

1,66

© 2012 Ipsos
Q29. How much wine do you usually consume on each of the following situations? One glass is 150 ml.
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Base: Wine Users, n=324
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Category Drivers & Ranking

Taste, price and colour as most crucial factors when choosing wine. Country of origin and promotion/ special
offer are also very important.

Position in ranking #
1

10

11

12

13

© 2012 Ipsos
14

15
Q30. How important are the following factors to you when choosing wine? Please choose up to 7 factors.
Q31. And now please rank the factors you have chosen in terms of their importance for you. Please, give score ‘1’ to the factor being the most
important for you, ‘2’ to the factor being second important and so on.
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Base: Wine Users, n=324
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Wine Price Per Bottle 750 ml

The majority of wine fans pay 12-25 LT for a 750 ml bottle. Half of them choose the wines for 12-16 LT per
bottle, another half prefer more expensive products – 17- 25 LT per bottle.

© 2012 Ipsos
Q32. Within what price range do you purchase the majority of your wine?
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Base: Wine Users, n=324
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First Wine Consumption Occasion 1/3

The majority of wine users tried wine at the age of 18-24 yrs and there were most often friends who
encouraged the first trying.

Avg. 18,39

© 2012 Ipsos
F1. Thinking about the first occasions you drank wine, how old were you (best guess if you don’t recall exact age)?
F2. Who encouraged you to drink wine?
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Base: Wine Users, n=324
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First Wine Consumption Occasion 2/3

At the first wine tasting it was a semi-sweet red still wine to be tried.

F4. Was it primarily still or sparkling wine?

F5. What colour of wine did you drink most often?

© 2012 Ipsos
F6. What type of wine did you drink most often?

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Base: Wine Users, n=324
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First Wine Consumption Occasion 3/3

It was most likely to happen at home during a gathering with friends.

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F3. Where did you drink wine then?
F8. What was the occasion on which you drank wine most often?
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Base: Wine Users, n=324
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Last Wine Consumption Occasion

One third of wine fans drank wine 1-2 weeks ago. They were most eagerly to choose red semi-sweet variant.

© 2012 Ipsos
L1. Thinking about the last occasion you drank wine, how long ago was it exactly?
L3. Thinking about the last occasion you drank wine, what colour was it exactly?
L4. Thinking about the last occasion you drank wine, what type was it exactly?
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Base: Wine Users, n=324
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Last Wine Consumption – Brand

Almost half of wine users don’t remember the brand of recently consumed wine. JP Chennet most often drank
the last time. Old Tbilisi rarely enumerated.

© 2012 Ipsos
Answers shown for response rate of at least 2% per category

L5. Thinking about the last occasion you drank wine, what brand was it exactly?
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Base: Wine Users, n=324
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Last Wine Consumption – Grape Variety

The big majority of wine fans don’t recall the grape variety of recently drank wine.

© 2012 Ipsos
L6. Thinking about the last occasion you drank wine, what grape variety was it exactly?
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Base: Wine Users, n=324
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Last Wine Consumption – Country of Origin

Almost 40% of wine adorers don’t remember country of origin. Those who recall it most likely enumerate France.

© 2012 Ipsos
L7. Thinking about the last occasion you drank wine, what country of origin was it exactly?
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Base: Wine Users, n=324
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Last Wine Consumption - Venue

Last time 3/4 of wine fans drink it at their/ someone else’s home.

© 2012 Ipsos
L9. Where did you drink wine then?
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Base: Wine Users, n=324
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Last Wine Consumption - Situation

Last time wine was drank mainly at festive occasions, meetings with friends/ family or while taking a rest.

© 2012 Ipsos
Answers shown for response rate of at least 3% per category
L10. What were you doing when you were drinking wine on this occasion?
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Base: Wine Users, n=324
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Last Wine Consumption – Accompanying People

Wine was consumed socially, most likely in the company of 3-4 people.

© 2012 Ipsos
L11. Who were you with when you were drinking wine?
L12. How many other people were you with you on this occasion?
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Base: Wine Users, n=324
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Last Wine Consumption Needs

Wine as perfect food compliment. It also helped to socialise with others and delivered the satisfying taste.

© 2012 Ipsos
Answers shown for response rate of at least 3% per category
L13. Now thinking about why you drank wine on the last occasion. What were the needs you wanted to satisfy when
you drank wine on that occasion?
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Base: Wine Users, n=324
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Last Purchase Occasion

At last purchase occasion, which happened most likely 1-2 months ago, wine users bought on average1 bottle of wine.

© 2012 Ipsos
B1. Thinking about the last occasion you bought wine in a store, how long ago was it exactly? Base: All purchased wines, n=467
B2. How many bottles of wine (or other wine packaging, i.e. Bag-in-Box) did you buy?
B3. Was your purchase in Bottle, Bag-in-Box, Tetra pack or PET bottle?
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Base: Wine Users, n=324
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Last Purchase Occasion - Place

They purchased it in a supermarket.

© 2012 Ipsos
B8. Where was the wine bought?
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Base: All purchased wines, n=467
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Last Purchase Occasion – Colour & Type

The recently bought wine was most often red and semi-sweet.

© 2012 Ipsos
B10. Thinking about the last occasion you bought wine, what colour was it exactly?
B11. Thinking about the last occasion you bought wine, what type was it exactly?
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Base: All purchased wines, n=467
 Lithuania
Last Purchase - Brand / Variety / Country
Its brand, grape variety and country of origin were rarely reminded.

© 2012 Ipsos
B12. Thinking about the last occasion you bought wine, what brand/brands was it / were they exactly?
B13. Thinking about the last occasion you bought wine, what wine grape variety was it exactly?
B14. Thinking about the last occasion you bought wine, what country of origin was it exactly?
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Base: All purchased wines, n=467
 Lithuania

Last Purchase Occasion - Motivators

Special offer and habit as the main motivators to buy. Also the positive experience with brand turned out to be
important.

Position in ranking
1
2
3
4
5
6
7
8
9
10
14
11
12
15
13
16

© 2012 Ipsos
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18
17

B15. What motivated you to buy this certain wine on that occasion?
B16. And now please, rank the motivators you have chosen in terms of their importance for you.
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Base: Wine Users, n=324
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Last Purchase Occasion – Price / Promotion

At last purchase occasion the approximate price for bottle accounted for 11-20 LT. Even 37% of bottles were
bought on promotion.

© 2012 Ipsos
B17. How much did you pay for each bottle (even if approximate)?
B18. Which bottle, if any, was bought on promotion / discount?
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Base: All purchased wines, n=467
 Lithuania

Wine as a gift 1/3

aaa

N=24

© 2012 Ipsos
B4. Who decided which brand of wine was bought?
B5. Did you buy wine for somebody or yourself?
B6. Did someone ask you to buy wine or it was a gift?
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Base: Wine Users, n=324
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Wine as a gift 2/3

Aaa

For whom N=24 Motivators N=24

For friends/ buddies/ acquaintance N=10 I usually buy it/these N=8
With other family members N=8 Price campaign / Special offer N=8
For my parent(s) N=2 Suggestion from a friend or acquaintance N=4
For work, school or team-mates N=2 Suggestion from a seller/waitress N=2
Other N=2 Recommendation from a specialist N=2
Sampling in store N=2
I don't remember N=4

Place of purchase N=24 Price N=24 Promotion N=24

Supermarket N=16 Up to 10 LT N=2 Bottle was on promotion N=10
Wine shop N=6 11 – 20 LT N=12 Bottle wasn’t on promotion N=14
Hypermarket N=2 21 – 30 LT N=2
31 – 40 LT N=4
I don't know N=4

© 2012 Ipsos
B7. For whom did you buy it?
B8. Where was the wine bought?
B15. What motivated you to buy this certain wine on that occasion?
B17. How much did you pay for each bottle (even if approximate)?
B18. Which bottle, if any, was bought on promotion / discount?
37
Base: Wine Users who bought wine for someone as a gift, very small base n=24
 Lithuania

Wine as a gift 3/3

Aaa

Packaging Type N=24 Colour N=24 Type N=24

Bottle N=22 White N=12 Semi-sweet N=10
Tetra pack N=2 Red N=10 Semi-dry N=8
Rose N=2 Dry N=2
I don't remember N=4

Brand N=24 Grape variety N=24 Country of origin N=24

JP Chennet N=12 Cabernet Sauvignon N=2 France N=2
Calvet N=2 Other N=2 Spain N=2
Torres N=2 I don't know N=20 Italy N=2
Other N=2 Portugal N=4
I don't know N=6 I don't know N=14

© 2012 Ipsos
B3. Was your purchase in Bottle, Bag-in-Box, Tetra pack or PET bottle?
B10. Thinking about the last occasion you bought wine, what colour was it exactly?
B11. Thinking about the last occasion you bought wine, what type was it exactly?
B12. Thinking about the last occasion you bought wine, what brand/brands was it / were they exactly?
B13. Thinking about the last occasion you bought wine, what wine grape variety was it exactly?
B14. Thinking about the last occasion you bought wine, what country of origin was it exactly?
38
Base: Wine Users who bought wine for someone as a gift, very small base n=24
 Lithuania

Information Sources
For both wine users and non-users friends’/ family’s recommendation is core source of information when
choosing wine/ alcohol beverages.
Wine Users Wine Non-Users
# #
1 1
2 3
3 5
4 10
5 2
6 7
7 4
8 14
9 12
10 8
11 19
12 9
13 6
14 11
15 16
16 17
17 18
18 13

© 2012 Ipsos
19 20
20 15
21 21

I1 / N5. While choosing wine / alcoholic beverages what information sources do you usually use?
I2 / N6. And now please rank the information sources you have chosen in terms of their importance for you.
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Base: Wine Users, n=324, Wine Non-Users, n=197
 Lithuania

Still Wine Last Consumption Earlier Than P12M

The majority of wine non-users recalled their last consumption of wine took place 2 yrs ago.

© 2012 Ipsos
N1. You said that you had not drunk still wine in the past 12 months. When did you drink still wine last time?
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Base: Wine Non-Users, n=197
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Drivers To Use Still Wine

A special occasion, sampling or knowing about the exquisiteness of the wine could encourage wine non-users
to drink it.

© 2012 Ipsos
N4. What would encourage you to drink still wine?
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Base: Wine Non-Users, n=197
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Barriers To Use Still Wine

Main barriers concern too little strength of wine, not feeling well next day after drinking and the respondents’
preference of shorter drinks.

© 2012 Ipsos
N2. Please select which, if any, of these reasons are why you have not drunk sill wine recently?
N3. Which is the most important reason for you?
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Base: Wine Non-Users, n=197 Answers shown for response rate of at least 3% for ‘all reasons’
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Visiting Recreation Places – Wine Users

Wine Users tend to visit cafés and cinemas significantly more often than Non-Users. Yet, like Non-Users, they
prefer to spend their time first of all at their friends’ home, notwithstanding.

Avg.
17.6 14.1 8 5.6 4.1 4 4 4 3.2 3 2.2
per year

© 2012 Ipsos
Friends' Café Fastfood Restaurant Bar / Recreation Cinema Theatre / Spa Pub Night club
homes lounge farm concert

A2. How often do you visit the following places?

43
Base: Wine Users, n=324 - the result is statistically higher / lower vs. Non-Users
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Visiting Recreation Places – Wine Non-Users

Of all venues considered these are friends’ homes that are mostly frequented.

Avg.
17.4 9.6 7 3.5 2.8 3.6 2.2 2.7 2.5 2.2 2
per year

© 2012 Ipsos
Friends' Café Fastfood Restaurant Bar / Recreation Cinema Theatre / Spa Pub Night club
homes lounge farm concert

A2. How often do you visit the following places?

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Base: Wine Non-Users, n=197
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Age / Gender
Fairly equal gender spread; mainly middle-aged and mature people (the latter, however, overrepresented
among Non-Users).

Wine Users Wine Non-Users

© 2012 Ipsos
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Base: Wine Users, n=324; Wine Non-Users, n=197 - the result is statistically higher / lower vs. Non-Users
 Lithuania
Place Of Residence / Personal Income
Wine Users declare much higher income than Non-Users. There was no significant difference regarding place
of residence.

Wine Users Wine Non-Users

© 2012 Ipsos
46
Base: Wine Users, n=324; Wine Non-Users, n=197 - the result is statistically higher / lower vs. Non-Users
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Household Composition
Half of households comprise 2-3 residents including under-age children.

Wine Users Wine Non-Users

© 2012 Ipsos
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Base: Wine Users, n=324; Wine Non-Users, n=197
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Marital / Familial Status
Half of respondents of either users’ group are married / partnered people with children.

Wine Users Wine Non-Users

© 2012 Ipsos
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Base: Wine Users, n=324; Wine Non-Users, n=197
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Education
Wine Users hold better education than Non-Users.

Wine Users Wine Non-Users

Primary

Vocational

Not completed secondary

Secondary

Not completed higher

Higher (BA)

© 2012 Ipsos
Higher (MA)

Prefer not to say

49
Base: Wine Users, n=324; Wine Non-Users, n=197 - the result is statistically higher / lower vs. Non-Users
 Lithuania
Employment Status
Majority of wine users are full time employees. There are more retirees among Non-Users.

Wine Users Wine Non-Users

Employed full time

Employed part-time

Self employed

Unemployed (looking for work)

Student/ at school full time

Retired

Housewife/ househusband

Not working (e.g. unable to work/

private means)

© 2012 Ipsos
Other

Prefer not to say

50
Base: Wine Users, n=324; Wine Non-Users, n=197 - the result is statistically higher / lower vs. Non-Users
 Lithuania
Occupation
Mainly experts, freelancers and managers in both users’ groups.

Wine Users Wine Non-Users

Experts, freelancers (e.g. doctors, lawyers,

artists, teachers, chief accountants)
Managers, high-ranking civil servants,
managerial staff

Blue-collar workers

Clerical staff (e.g. secretaries, low-ranking

officials, accountants)

Self employed

Tradesmen, insurance agents, salesmen,

waiters
Employees of uniformed services (e.g.
soldiers, policemen, firemen)
Other white/blue collar workers (e.g.
nurses, drivers, couriers, hairdressers)
Individual farmers and people helping to

© 2012 Ipsos
run a farm on a permanent basis

Other

Prefer not to say

51
Base: Wine Users, n=324; Wine Non-Users, n=197