Racke unveils survey findings

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German wine supplier Racke International yesterday presented the results of its survey into consumer behaviour in the duty-free wine sector

The study found that gifting was the most important motivation to purchase among wine consumers in travel-retail, followed by special offers and brands. There are also differences between what retailers perceive to be important, notably price, and what consumers consider important.
 
Racke concluded that "a good ratio of price and performance" was crucial to stimuating spend, but its survey suggested that exclusivity was not a significant factor in encouraging travellers to buy wine. Brand awareness and attractive presentation were the other crucial requirements for success, according to Racke.

• A full report will appear in the next issue of Duty-Free News International.