Delta Wines: Taste test

Delta Wines is the largest wine importer in the Netherlands. In its 30 years of existence, Delta Wines has grown to become the market leader in the distribution of wine from all wine regions around the world, supplying supermarkets, specialty stores, and food service channels. Delta Wines aims to achieve the most innovative assortment management with the right wines, healthy margins throughout the chain, extensive market knowledge, and the best possible service as efficiently and effectively as possible.

Before launching the new Yellow Tail wine brand in the Netherlands, Delta Wines wants to gain insight into consumers' assessment and perception of the brand. To obtain the right insights, Delta Wines is working with Markteffect to compare Markteffect of the Yellow Tail brand with three competing wine brands.

We conducted a blind taste test for Delta Wines among 200 Dutch wine drinkers. During a blind taste test, respondents do not know which brand they are tasting. A comparative research design was used, in which participants compared different wines on aspects such as aroma, taste, and mouthfeel. A comparative taste test offers the opportunity to reveal differences in perception and preferences.

This taste test was organized in the evenings and on weekends at a public and easily accessible location, to ensure that people could actually enjoy a glass of wine at that particular time. Ensuring this natural habitat when conducting the research is a detail that we always take into account.

"It's great to see how enthusiastic people are to participate in a taste test and that almost every participant has a clear preference! There was a lot of enthusiasm to participate, because who wouldn't want to be rewarded for drinking wine? We also saw that Delta Wines was able to do a lot with the results, which is very satisfying for us as researchers."
René Robins, FMCG Research Specialist

The taste test provided Delta Wines with insight into how Yellow Tail compares to relevant competitors. The study showed that Yellow Tail wine is very well received. For example, Yellow Tail Merlot is rated significantly higher than all other competitors in terms of color, taste, mouthfeel, and finish.

The study also provided insight into the brand's potential in the Dutch market. The research results therefore form an important part of the plan developed by Delta Wines to expand Yellow Tail's presence in Dutch supermarkets. Read more about the taste test study here .