Wine Event Sampling Experiential Marketing Benchmarks Report: Consumer Reach, Impact and ROI -

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The "Wine Event Sampling - Experiential Marketing Benchmarks Report" report has been added to's offering.

The Wine Event Sampling - Experiential Marketing Benchmarks Report details benchmarks about consumer reach, impact, and return-on-investment for experiential marketing activations for brands in the wine event sampling industry.

This report represents activations where bottled wine brands were sampled at on- and/ or off-premise activations through an estimated 2,149,337 samples.

The wine sampling industry is an established and growing business sector for alcoholic beverage producers. Throughout the past two decades, the U.S. wine industry has nearly doubled from around $30 billion in 2002 to more than $60 billion today. Successful wine producers seek to influence their customers through various wine sampling, or wine tasting, events. As consumers sample and become fans of certain wines, they will be more likely to pay at premium prices. With a vast variety of wine flavors and types, it is often difficult for producers to predict their customer's preferences. This is where wine event sampling is particularly useful.

The data used to develop benchmarks in this report were gathered from 29,555 activation days combined with 43,470 consumer exit interviews where wine brands were sampled by consumers. An estimated 10,246,434 attendees were at the event venues presented in this report. Reporting insights include reach efficiency, reach quality, brand awareness, marketing impact, and return-on-investment. Several demographic segments were used to outline each of the reporting insights.

Key Topics Covered:

1. Index of Tables

2. Introduction

3. Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns

3.1 Designing A Winning Marketing Campaign

3.1.1 Finding The Right Consumers

3.1.2 Event Size Vs Event Frequency

3.2 Selling To Stakeholders

3.2.1 Differentiating Yourself From Competition

3.2.2 Demonstrating Value Before Money Is Spent

3.3 Negotiating Better Venue/Sponsorship Agreements

3.3.1 Validating Venue Manager And Producer Performance Commitments

3.3.2 Choosing The Best Sponsorship Package

3.4 Validating A Proposal's Performance Promises And Budget

3.4.1 Validating Agencies' Performance Commitments

3.4.2 Evaluating A Campaign Budget Before Committing

3.5 Managing Campaign Performance

3.5.1 Defining Campaign Key Performance Indicators (KPIs)

3.5.2 Using Experiential Benchmarks To Manage And Evaluate Performance

3.5.3 Using Benchmarks As A Better Experiential Recapping Tool

4. Experiential Measurement Best Practices - The Theory

4.1 Measuring Experiential And Event Marketing

4.1.1 Introduction

4.1.2 Three Core Questions

4.2 How Event Marketing Drives Purchase Behavior

4.2.2 Purchase Cycles And Event Marketing

4.3 How To Generate Consumer Insights With Your Event Marketing Data

4.3.1 Defining Consumer Insights

4.3.2 The Basic ROI Model

4.3.3 How To Translate ROI Into Insight

4.3.4 Translate ROI Into Strategy: An Example

5. Metrics And Definitions For This Report

5.1 How To Choose The Most Appropriate Benchmarks

5.2 Table Structure And Data Anonymity

6. Event Marketing Reach

6.1 Introduction

6.2 Event Marketing Efficiency

6.2.1 Event Marketing Efficiency Metrics

6.3 Cost Per Event Day

6.3.1 Cost Per Event Day Metric

6.4 Event Marketing Reach Quality

6.5 Benchmarking Event Marketing Reach Quality

6.5.1 Gender Categories

6.5.2 Consumer Age Categories As Generations

6.5.3 Parental Status

7. Event Marketing Impact

7.1 Introduction

7.2 The 4-stage Purchase Cycle And Event Marketing Impact

7.3 Event Marketing Impact Metrics - Consumer Awareness

7.3.1 Event Impact Metrics

7.4 Event Marketing Impact Metrics - Advocacy And Purchase

7.4.1 Overall Recommend Intent/Advocacy Benchmarks

7.4.2 Overall Purchase Intent Benchmarks

7.4.3 Customer Loyalty Marketing Strategy - Impact Benchmarks For Customers

7.4.4 Lost Customer Win-back Marketing Strategy - Impact Benchmarks For Win-backs

7.4.5 Conversion Marketing Strategy - Impact Benchmarks For Early-stage Purchase Cycle Consumers

8. Event Marketing Return-on-Investment

8.1 What Is ROI And What Drives It?

8.1.1 When ROI Is The Wrong Metric For Success

8.1.2 What Bad Experiential Marketing Looks Like

8.1.3 Segmenting ROI Is The Roadmap To Better Marketing

8.2 The PortMA ROI Model

8.2.1 The Dollar Value Of Experiential Marketing Impressions

8.2.2 How To Count The Five Sources Of Event Marketing Impressions

8.2.3 Incremental Revenue Realized From New Customers

8.3 Using ROI Modeling To Develop Campaign Strategy

8.3.1 Overview Of The Eight Core ROI Modeling Metrics

8.3.2 Estimating Consumer Engagement Counts With Benchmarks For Predictive ROI Modeling

8.3.3 Translating Consumer Engagements Into New Customers Using Benchmarks

8.3.4 Translating New Customers Into Revenue For The Brand

8.3.5 Using An All-in Program Budget To Calculate ROI

8.3.6 ROI Modeling Sensitivity Analysis Techniques And Application

8.4 PortMA's Return-on-investment Benchmark Calculations

8.4.1 ROI Benchmark Model Stages And How They Were Derived/Analyzed

8.4.2 ROI Benchmark Budget And Product Price Sensitivity Analysis

8.4.3 Derived vs. Direct ROI Benchmarks

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