live client

pouring Opportunities: Repositioning Total Wine Through Uncovering what Gen Z Really Values 

My Role

  • Focus Group Facilitation and Moderation

  • Data Collection and Analysis 

  • Survey Writing

  • Strategy Development  

deliverables

  • Brand Repositioning

  • Social Media Content Strategy

  • Consumer Insight Report

  • Content Pillar Framework

background problem

Despite offering one of the largest and widest selections of alcoholic and non-alcoholic beverages in the market, Total Wine is largely forgotten by Gen Z.

We hypothesized after our briefing that the brand is perceived by Gen Z consumers as not “worth the trip”.

We set out to determine what alcohol retailers Gen Z considers as “worth the trip”, and how Total Wine can better market themselves to reach this audience and increase perception.  

what is “worth the trip?”

We found that for Gen Z, an alcohol retailer that is “worth the trip” is one that is not only convenient, but is justified by emotional payoff, social validation, and discovery value.

Total Wine is in competition with stores that market themselves more towards Gen Z through their social media and form a connection with the audience, and who also showcase a variety of unique and limited edition products. As a result of a lacking social media presence, we found that Gen Z has ultimately formed a perception of Total Wine as designated for older shoppers. 


“When I think of a Total Wine consumer, I'm thinking of like a 40 to 60 year old woman who's like going to bulk purchase wine for a dinner party she's gonna have and she's wealthy.” - Abby, 23

research findings

Our research, which consisted of a series of in depth interviews, in context intercepts, and an 100 participant survey, revealed that Gen Z consumers associate Total Wine with older and more knowledgeable consumers who are already confident and familiar with their alcohol preferences.

The brand is largely overlooked by the Gen Z  audience, as participants stated they connect more with brands such as Trader Joes who center their advertising on scarce, quirky products.

43% of our survey respondents identified social media as a key motivator for trying new products, consumers are increasingly turning to platforms like Instagram and TikTok for inspiration.

insight

Social media plays an increasingly large role in Gen Z’s decision making, especially regarding alcohol. Social media platforms such as TikTok and Instagram play a central role in shaping what Gen Z considers relevant and desirable.

Due to a lack of social media presence, Total Wine is currently failing to enter Gen Z’s consideration set, becoming easily overlooked when this demographic is shopping for alcohol. 

strategy

We created content pillar ideas, to be posted on platforms like Instagram and TikTok, centered around Gen Z habits and current trends, which can allow Total Wine to connect and relate more with this audience’s preferences and attitudes, while also making Total Wine more top of mind in the alcohol retailer industry for this demographic.

content pillars

Key Messages

“We Put the Total into Total Wine and More”

“Making Total Wine Worth the Trip”

Total for Every Occasion.

This content shows how Total Wine fits into all Gen Z social moments, through recipes, hosting ideas, and non-alcoholic discoveries.

content pillar

Worth the Detour.

Humorous, trend-driven content that reframes a trip to Total Wine as culturally relevant, and positions the brand as a destination for Gen Z consumers.

Content that emphasizes and showcases Total Wine’s diverse offerings, including non-alcoholic offerings to meet gen z where they are. Content involves recipe ideas and event-planning centered around the products. This content would live on Total Wine’s Instagram.

content examples

Humorous and relatable content via a partnership with a Gen Z influencer. This content relates to current trends, allowing the brand to connect more with the audience, and make the brand more top-of-mind for this target demographic.