Wine drinkers respond to WOMM, study finds

01/3/2013 | MediaPost Communications

Word-of-mouth marketing generates high recall with wine drinkers because of the way they research and engage with wine between shopping trips, according to a study from Nielsen Category Fundamentals. The research found that 70% of consumers made the decision about which wine to purchase at the shelf, making pre-store engagement an important marketing tool along with in-store wine samples.

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