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The Colorado Wine Industry Development Board

2023 Research Studies - Final Report

November 24, 2023

2019

2023

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TABLE OF CONTENTS

Background p 3
Executive Summary p 7
Recommendations p 19
Detailed Findings p 22

This research has been funded in part by a grant from the Colorado Tourism Office (CTO). The CTO is not responsible for the information included.

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BACKGROUND

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THREE PHASES OF RESEARCH STUDIES

Three research studies were conducted in 2023:

Tracking/ Phase I: The Colorado Wine Industry Development Board (CWIDB) has tracked Colorado wine drinkers’ attitudes and usage of Colorado wines each spring, since 2014. This research is conducted online annually among past month wine drinkers who reside in Colorado. Data are compared over three years to analyze trends in the industry. This research study was completed in May 2023.
CWIDB and Colorado Tourism Office Studies: In 2023, the CWIDB expanded the research questions to include wine drinker interest in Colorado tourism. Partnering with the Colorado Tourism Office (CTO), CWIDB and CTO executed two additional research projects:

Phase II: Online study among Colorado wine drinkers that also participate in hiking, camping, skiing/boarding/ winter mountain sports and bicycling. Completed August 2023.
Phase III: A study conducted at Colorado wineries among winery visitors. Visitors to Colorado wineries were asked to take a quick, 5-minute survey online. Visitors were told their input will help with Colorado winery and Colorado tourism enhancement programs.

This report is a culmination of findings across all three studies.

NOTE: This research has been funded in part by a grant from the Colorado Tourism Office (CTO). The CTO is not responsible for the information included.

For questions:

Barb Gasper ∙ Focus Research & Strategy Inc. ∙ Evergreen, CO ∙ ph: 303-249-8948 ∙ fax: 303-382-4630 ∙ www.focusrsi.com ∙ barb@focusrsi.com

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RESEARCH OBJECTIVES

Phase I - Online Tracking study:

Repeat annual survey tracking in Spring 2023.
Compare statistically relevant changes in 2023 vs. 2022 vs. 2021 KPIs (awareness, usage, purchase locations and attitudes) toward Colorado wines among the total sample of past month wine drinkers who reside in Colorado.
Utilize same data collection, respondent criteria, quotas and questionnaire as in past surveys in order to compare data over time.

Phase II – Online Colorado Tourism study:

Understand how best to target and reach (via messaging) Colorado wine drinkers that are also outdoor enthusiasts.
Target subgroups of top Colorado outdoor enthusiasts who are also wine drinkers to determine how to enhance participation with Colorado wines.
Learn when, where and how outdoor enthusiasts will most likely engage with Colorado wine.
Identify demographics of more active Colorado tourists.

Phase III –Wine Tourists study:

Recruit visitors from Colorado wineries in fall, 2023 to take surveys on wine behaviors and Colorado activities.

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RESPONDENT SAMPLES

Phase I - Online Tracking study:

N= 250; mix males, females (target 50/50; no more than 60% either gender)
Ages 21-70. Target quotas set at 21-35 (30%), 36-50 (30%), 51-70 (40%) to align w/ previous tests.
Colorado residents.
Past month wine consumption.
Target consumption frequency quotas to ensure respondent mix comparable to previous tests:
Daily – 8%
More than once a week 38%
Once a week 20%
2-3 times / month 23%
1 time a month 7%
Special occasions 4%

Phase II – Online Colorado Tourism study:

N= 250; mix males, females (no more than 60%)
Ages 21-70: quotas set at 21-35 (30%), 36-50 (30%), 51-70 (40%) to align w/ previous tests
Colorado residents, past month wine consumption
Participate in one+ of the following activities in Colorado in the last year:

Winter mountain sports (skiing, snowboarding)
Bicycling (road bike, gravel bike, mountain bike)
Hiking (trails, 14’ers)
Camping

Phase III –Wine Tourist study:

The CWIBD team will recruit visitors from Colorado wineries and tasting events, to fill in surveys that are hosted online. Respondents are 21+ in age. N=69 completes.

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EXECUTIVE SUMMARY

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WINE DRINKERS IN USA

Per Gallup (2022):

The percentage of U.S. adults aged 18 and older who say they drink alcohol averaged 63% over the past two years, whereas 36% described themselves as “total abstainers.” The drinking rate ticks up to 65% when narrowed to adults of legal drinking age, which is 21 and older nationwide.

31% indicate wine is consumed most often

Source: https://news.gallup.com/poll/467507/percentage-americans-drink-alcohol.aspx

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COLORADO WINE TRACKING OF KEY MEASURES IS STEADY

Colorado wine awareness, consumption and future purchase interest remained level.

Awareness: In 2023, 74% of past month wine drinkers in the state of Colorado are aware of Colorado produced wines; up slightly from 2022 (70%).

Consumption: 62% of past month wine drinkers have “ever consumed” Colorado-produced wines; down slightly from 2022 (68%), though not significantly so.

Future Purchase: In 2023, 70% of past month wine drinkers are interested in purchasing Colorado-produced wines in the future; down slightly from 2022 (75%).

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COLORADO WINE QUALITY IMPRESSION DOWN

Impressions of quality of wine from Colorado significantly declined to 43% Top 2 Box (T2B) in 2023 from 54% T2B in 2022.

Quality of wine (T2 Box % – 5 pt. scale)	2023 T2 Box %	2022 T2 Box %	2021 T2 Box %
May 2023 Tracking Study	(n=252)	(n=250)	(n=251)
European wines	85%	81%	83%
California wines	74%	79%	79%
Colorado wines	43%	54%	46%

Note: Red font = significant difference vs. previous year at the 90% confidence level.

Q4. In the future, how interested are you in purchasing wine from each of the following geographic areas?

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LIQUOR AND WINE STORE VISIBILITY IS IMPORTANT

In 2023, Neighborhood liquor stores make up 45% of wine purchase locations; significantly up from 30% in 2022. Large, volume discount stores make up 15% and restaurants 8%.

Among respondents that have consumed Colorado-produced wines, 68% heard about it from a liquor or wine store.

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RESTAURANT DISTRIBUTION IS ALSO IMPORTANT

Restaurants are a natural fit with activities that wine drinkers participate in.

Skiing - 93% T2B interest in drinking wine at a restaurant after skiing.

Hiking – Drinking wine at restaurants after hiking (74% T2B interest).

Notably, 44% of those aware of Colorado wines state they heard of it at a restaurant.

At present, restaurants make up 8% of respondents’ wine purchases.

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WINE TASTING OPPORTUNITIES ARE OF INTEREST

When traveling, 79% T2B of past month wine drinkers that reside in Colorado are somewhat or very interested in nearby wine tasting activities for locally produced wines.

When asked about top 5 activities, 74% of past month wine drinkers said Beer, wine, alcohol tasting events are in their top 5.

Among winery visitors, 71% state that while on the winery trip, they are also attending alcohol tasting events and 60% visit multiple wineries.

Winery visitors also state 92% Top Two Box (very and somewhat interested) in beer, wine, alcohol tasting events.

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MUSIC CONCERTS AND FESTIVALS - STRONG CROSS-FERTILIZATION OPPORTUNITY

Music activities have a strong intersection of interest among wine drinkers.

When asked about wine tasting opportunities while visiting Colorado places and events, wine drinkers state 80% T2B for interest while at “Music events, or concerts, purchasing local Colorado wines vs. beer or alcohol.”

52% of winery visitors taking the survey indicate they are attending music festivals, concerts while visiting wineries.

95%T2B of winery visitors state very and somewhat interested in purchasing local Colorado wines vs. beer or alcohol while at music events or concerts.

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FARMER’S MARKETS ARE A GOOD FIT FOR WINE TASTING

84% T2B of past month wine drinkers in the Tourism Study indicate top 2 Box interest in wine tasting events if held at a local farmer’s market.

Similarly, among winery visitors, 83% T2B interest in wine tasting event if held at local farmer’s markets.

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WINTER MOUNTAIN SPORTS PARTICIPANTS THE BEST FIT FOR COLORADO WINES

Winter Mountain sports participants are most interested in wine activities.

Winter Mountain sports participants who are past month wine drinkers state 93% T2 box interest in drinking Colorado wine at a restaurant after skiing.

91% T2B have interest in drinking Colorado wine after returning home from skiing.

90% T2B indicate interest in buying and drinking at mountain condo or hotel.

51% of winery visitors state T2B interest in winter mountain sports (though 31% B2B are not).

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HIKING PARTICIPANTS - A DECENT FIT FOR COLORADO WINES

Among hiking participants who are past month wine drinkers, 81%T2B state interest in drinking wine at home after hiking.

74% T2B interest in drinking wine at restaurant after hiking.

Only 35% T2B state interest in bringing wine to drink during a hike.

Among winery visitors, 53% state they hike while visiting wineries in Colorado.

89% T2B of winery visitors state future interest in hiking trails, parks, open space.

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BICYCLING AND CAMPING NOT AS STRONG A FIT FOR COLORADO WINES

Camping and Bicycling participants are not as interested in wine activities.

35% T2B interest in drinking wine after a bike ride.

51% T2B in drinking wine at campsite.

Winery visitors state 50% T2B interest in bicycling in the next year or so.

Winery visitors – 26% Bottom 2 Box (not interested) in buying Colorado produced wine for my camping trip near where I am camping.

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RECOMMENDATIONS

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COLORADO WINE RECOMMENDATIONS

Continue current marketing, advertising and social media efforts in order to maintain Colorado wine awareness, consumption and future purchase interest.

Online searches, websites and social media are sources of information – especially for the younger demo.

Target the younger demo with messaging.

Among those aware of Colorado wines, 77% of 21-35 have consumed Colorado wines in the last 6 months, significantly higher vs. 51-70 (57%).
And younger 21-35 (81% T2B) have significantly higher purchase interest for Colorado wines than 51-70 (60%).

Consider working with the Colorado Office of Tourism to cross fertilize winter sports and hiking activities with wine tasting opportunities. Trial is important to gain future purchase:

Purchase interest is significantly higher among those who have consumed Colorado wines vs. those who never have. (Top 2 Box PI: 79% vs. 56%).

Focus on quality messaging for Colorado wine – in addition to locally produced, highlight “very high quality” messaging.

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COLORADO WINE RECOMMENDATIONS

Continue to encourage wineries to focus attention on restaurant distribution – a key location for trial and awareness building for Colorado wines.

Support wineries with small, end cap point of sale materials that fit in local liquor stores. Messaging could promote high quality Colorado wines and drive higher visibility in neighborhood liquor stores.

Target events, fairs, festivals, concerts for Colorado wine tasting and sales.

Work with mountain ski areas to promote Colorado wine tastings and sales.

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DETAILED FINDINGS��

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WHAT IS THE HEALTH OF THE COLORADO WINE INDUSTRY?

Note: This section of the report compares questions from the May tracking study and the August Tourism study. However, it should be noted that the respondent base is slightly different in these two studies, and data therefore are NOT directly comparable: the August study recruited past month wine drinkers and added screening for who are also active in Colorado Tourism activities.

Thus, significant differences are calculated at the 90% confidence level only within one study / set of data.

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AWARENESS OF COLORADO WINE IS STRONG

In both studies, Colorado wine awareness is strong – 77% aware in August and 74% aware in May.
California, Italy and France have significantly higher awareness vs. Colorado wines among respondents.
Looking at awareness by subgroup, Ages 51-70 have significantly higher awareness (88%) vs. their younger counterparts (72%) for Colorado wines, as well as wines from other geographies.
Males (82%) have significantly higher awareness of Colorado wines vs. females (77%). All other subgroups are statistically at parity.

Awareness of wine by geography Total sample	Tourism Study August – 2023 (n=251)	Tracking May - 2023 (n=252)
California	90%	93%
Italy	88%	91%
France	86%	88%
Spain	77%	79%
Colorado	77%	74%
Australia	52%	52%
Washington State	48%	47%
Argentina	55%	57%
Oregon	48%	47%
New York State	31%	36%

Q1. From which of the following geographic areas have you ever heard of wine being produced?

Awareness of Wine – top 5 geographies		GENDER		AGE
August 2023 Tourism Study	Total	Male	Fem	21- 35	36- 50	51- 70
	A	B	C	D	E	F
Base: Total Respondents	251	119	130	85*	85*	81*
California	90%	87%	93%	85%	89%	98%
						DE
Colorado	77%	82%	72%	72%	72%	88%
		C				DE
Spain	77%	80%	75%	72%	77%	84%
						D
France	86%	89%	82%	79%	85%	94%
						DE
Italy	88%	89%	88%	86%	87%	93%

Significant differences at the 90% confidence level are noted by Capital letters between columns.

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CONSUMPTION AMONG THOSE AWARE OF COLORADO WINE IS VERY HIGH

In both studies, consumption of California wine is the highest.
Notably, in the August Tourism Study, where consumption was asked only among those who are aware of a wine’s geography, Colorado wines enjoy consumption among 89% of those who are aware of Colorado wine.
NOTE: Data are not directly comparable between studies due to different samples and bases of respondents.

Q2. From which of the following geographic areas have you ever consumed wine?

Consumption of wine by geography Base – total sample	Tourism Study August – 2023 BASE – AMONG AWARE	Tracking May - 2023 BASE – TOTAL SAMPLE
California	91%	81%
Italy	69%	67%
France	69%	58%
Colorado	89%	62%
Spain	60%	49%
Australia	71%	35%
Oregon	65%	28%
Washington State	68%	28%
Argentina	64%	32%
New York State	51%	20%

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MALES AND BICYCLISTS SHOW MORE VARIED CONSUMPTION

Looking at subgroups from the August 2023 Tourism Study, Colorado wine consumption is statistically at parity across most subgroups.
Bicyclists are significantly higher on consumption of wine from Spain and France vs. participants in other activities.
Males are also higher in consumption of wines from multiple geographies vs. females.

Q2. From which of the following geographic areas have you ever consumed wine?

Consumption of Wine		GENDER		AGE			ACTIVITIES					INTEREST IN	COLO WINE
Top Geographies – Tourism Study August 2023	Total	Male	Fem	21- 35	36- 50	51- 70	Camp ing	Bicycl ing	Winter Mt. Sports	Hiking	Active Tourists (3+)	Visiting Colo Wineries	Aware of Colo Wine	Ever consumed Colo Wine
	A	B	C	D	E	F	G	H	I	J	K	L	M	N
Base: Aware of Geography	251	119	130	85*	85*	81*	168	97*	97*	187	205	146	193	172
California	91%	97%	85%	88%	88%	96%	90%	93%	99%	95%	95%	94%	92%	92%
		C				DE			GH	G	G
Colorado	89%	90%	88%	92%	87%	89%	91%	85%	89%	89%	90%	94%	89%	100%
														M
Spain	60%	73%	49%	54%	60%	66%	57%	76%	67%	62%	63%	62%	63%	63%
		C						GJK
France	69%	86%	53%	63%	81%	65%	67%	83%	76%	73%	73%	75%	70%	70%
		C			DF			GJK
Italy	69%	76%	61%	60%	72%	73%	67%	72%	75%	70%	72%	71%	71%	70%
		C				D
Australia	71%	75%	66%	57%	85%	67%	71%	77%	75%	72%	75%	71%	70%	70%
					DF

Significant differences at the 90% confidence level are noted by Capital letters between columns.

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LAST CONSUMPTION OF COLORADO WINE IS RECENT

From the August Tourism study, 66% of those aware of Colorado wines who have also consumed it, have done so in the last 6 months.
The younger demo is more likely to recently consume Colorado wine. 77% of 21-35 have consumed Colorado wines in the last 6 months, significantly higher vs. 51-70 (57%).

Q3. When was the last time you consumed Colorado-produced wine?

Consumption of Colo Wine		GENDER		AGE			ACTIVITIES					INTEREST IN	COLO WINE
Aug 2023 Tourism study	Total	Male	Fem	21- 35	36- 50	51- 70	Camp ing	Bicycl ing	Winter Mt. Sports	Hiking	Active Tourists (3+)	Visiting Colo Wineries	Aware of Colo Wine	Ever consumed Colo Wine
BASE:	A	B	C	D	E	F	G	H	I	J	K	L	M	N
Aware/consume Colo wine	172	88*	83*	56*	53*	63*	118	66*	71*	125	141	113	172	172
Last 6 Mo.	66%	71%	61%	77%	64%	57%	71%	68%	73%	62%	69%	81%	66%	66%
				F
Last Year	19%	15%	24%	14%	21%	22%	19%	23%	17%	21%	21%	14%	19%	19%

Last Couple Years	9%	7%	10%	5%	11%	10%	8%	5%	6%	10%	7%	4%	9%	9%

Last 3-5 Years	6%	8%	4%	2%	4%	11%	3%	5%	4%	6%	4%	1%	6%	6%
						D
More than 5 years ago	1%	-	1%	2%	-	-	-	-	-	1%	-	-	1%	1%

Significant differences at the 90% confidence level are noted by Capital letters between columns.

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FUTURE PURCHASE INTEREST IS STRONG FOR COLORADO WINES

While this question was only asked in the May tracking study, it is an important measure of future health of Colorado wines.
70% Top 2 Box (T2B) of past month wine drinkers are interested in purchasing Colorado-produced wines in the future.
Looking at subgroups, as expected, among those who have consumed Colorado wine, their future PI is significantly higher than those who have never consumed it (Top 2 Box PI: 79% vs. 56%).
Also, females (72%T2B) are more interested in purchase of Colorado wines vs. males (67%T2B), though not significantly so.
And younger 21-35 (81% T2B) have significantly higher purchase interest for Colorado wines than 51-70 (60%).

% Top 2 box purchase intent (5 pt. scale)	2023	2022	2021
Tracking study – May 2023	(n=252)	(n=250)	(n=251)
California wine	85%	85%	83%
European wine	81%	79%	77%
Colorado wine	70%	75%	65%
Australia or New Zealand	64%	67%	58%
So. American wine	58%	64%	59%
Washington or Oregon wine	62%	64%	65%

Note: Red font = significant difference vs. previous year at the 90% confidence level.

Q4. In the future, how interested are you in purchasing wine from each of the following geographic areas?

Colorado Wine Purchase Interest By Subgroup May 2023 Tracking Top 2 Box % Purchase Interest (5 pt. Scale)
Total	Male	Female	21-35	36-50	51-70	Aware of Colorado Wine	Not aware of Colorado Wine	Consumed Colorado Wine	Never consumed Colorado Wine	Drinks at least weekly	Drinks monthly	Special Occasions or holidays only
A	B	C	D	E	F	G	H	I	J	K	L	M

252	101	150	75*	77*	100	152	100	157	95*	162	79*	11**

70%	67%	72%	81% F	72%	60%	74%	65%	79%J	56%	69%	73%	64%

Significant differences at the 90% confidence level are noted by Capital letters between columns. * Note small base sizes.

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QUALITY OF COLORADO WINES IMPRESSION

Positive impressions of quality of wine from Colorado significantly declined to 43% Top 2 Box in 2023 from 54% T2B in 2022. Note that the number of respondents that have had Colorado wines is less in 2023 (n= 157 in ’23 vs. n=171 in ‘22) , which could affect quality scores, given more people have never tried it.
Quality impressions remain statistically at parity in 2023 vs. 2022 vs. 2021 for both European and California wines and are both statistically higher vs. Colorado wine.
By subgroup, respondents who drink wine weekly score California and Colorado wines significantly higher on Top 2 box quality vs. those who drink wine monthly.
As expected, subgroup respondents who have Consumed Colorado wines, rate it significantly higher in quality vs. other subgroups (52%T2B vs. 26% T2B).

Quality of wine (T2 Box % – 5 pt. scale)	2023 T2 Box %	2022 T2 Box %	2021 T2 Box %
May 2023 Tracking Study	(n=252)	(n=250)	(n=251)
European wines	85%	81%	83%
California wines	74%	79%	79%
Colorado wines	43%	54%	46%

Note: Red font = significant difference vs. previous year at the 90% confidence level.

Q6. Select the statement that best describes your opinion and impression regarding the quality of wines from each of the following geographic areas.

Quality of Wine by Region By Subgroup May 2023 Tracking Study Top 2 Box % (5 pt. Scale)
	Male	Female	21-35	36-50	51-70	Aware of Colo Wine	Not aware of Colo Wine	Consumed Colo Wine	Never consumed Colo Wine	Drinks at least weekly	Drinks monthly	Special Occasions or holidays only
	B	C	D	E	F	G	H	I	J	K	L	M
Europe	90%	82%	84%	82%	88%	86%	84%	82%	90%	87%	82%	73%
Cali	79%	70%	65%	70%	83%DE	77%	69%	72%	77%	80% L	61%	73%
Colo	39%	45%	40%	48%	40%	47%	35%	52% J	26%	48% L	32%	36%

Significant differences at the 90% confidence level are noted by Capital letters between columns.

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LIQUOR STORES IMPORTANT TO WINE AWARENESS AND PURCHASE

Neighborhood liquor stores continue to make up the largest percent of wine purchase locations and significantly rose to 45% of the sample in 2023 from 30% of the total sample in 2022.
Large volume discount liquor stores (15%) and Grocery or Membership warehouses (12%) make up the next most often location for wine purchases in 2023.
Notably, on-premise continues to be lower: bars 3% and restaurants 8% in 2023.

Note: Red font = significant difference vs. previous year at the 90% confidence level.

Q11. What percent of all the wine you bought, during the last year or so, was from the following retail locations?

Significant differences at the 90% confidence level are noted by Capital letters between columns. *Caution: small base size.

Share of purchase locations (mean % - incl ) May 2023 tracking study	2023	2022	2021
	(n=252)	(n=250)	(n=251)
Neighborhood liquor store	45%	30%	38%
Large, volume discount liquor store	15%	15%	15%
Restaurants	8%	11%	6%
Grocery stores or Membership warehouses that sell wine	12%	13%	13%
Bars	3%	5%	4%
Wine Club	3%	7%	5%
Wine specialty shop	6%	7%	9%
Winery or wine tasting room	4%	6%	4%
Internet	4%	4%	5%
Farmer's markets	1%	3%	1%

Q9. Where have you seen or heard about Colorado wines? Check all that apply:

Where heard about Colorado Wine	2023	2022	2021
Base – consumed Colorado wines May 2023 Tracking study	N=157	N=171	N=166
At a liquor store or wine store	68%	57%	63%
At a winery or wine tasting room	55%	37%	55%
Word of mouth - from friends, family, etc.	48%	36%	38%
Events, wine tasting	45%	36%	42%
At a restaurant	44%	52%	45%
Social Media	27%	25%	23%
Magazines	14%	15%	21%
Billboards / advertising	14%	8%	13%

Most of Colorado monthly wine drinkers continue to hear about Colorado wines at liquor or wine stores (68% in 2023); significantly more vs. 2022 (57%).
Winery / tasting rooms (55%), Word of Mouth (48%), Events, wine tasting (45%), Restaurants (44%) and Billboards (14%) are significantly higher in 2023 vs. 2022 for “Where heard about Colo wine.”
Note that in the column to the right – 82% of ages 21-34 respondents (CAUTION SMALL BASE SIZE) are significantly higher in hearing of Colo wines at a liquor store. Social media (41%) and Billboards (30%) are also significantly higher vs. 2022.

2023
AGE 21-35 n=44*
82%
55%
43%
46%
50%
41%
14%
30%

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WHERE IS THE INTERSECTION OF TOURISM AND COLORADO WINE INTEREST?

Note: This section of the report includes data from the May tracking study as well as Phase II – the August 2023 survey among Colorado residents who are past month wine drinkers and who also participate in one or more of the following activities in Colorado:

Winter mountain sports (skiing, snowboarding)
Bicycling (road bike, gravel bike, mountain bike)
Hiking (trails, 14’ers)
Camping

Data by subgroup is not reported as the sample sizes are very small. The Excel banner tables, sent in August, show the detail by subgroup with small base sizes.

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WINE TASTING INTEREST IN LOCALLY PRODUCED WINE

When traveling, 79% T2B of past month wine drinkers that reside in Colorado, are somewhat or very interested in nearby wine tasting activities for locally produced wines.

Q13: When you travel, how interested are you in nearby wine tasting activities for locally produced wines? (5 pt. scale)

Source: May 2023 KPI Tracking Study among Past Month Wine drinkers who reside in Colorado.

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PLACES AND THINGS TO DO OF INTEREST AMONG WINE DRINKERS

When past month wine drinkers who live in Colorado were asked about their top 5 activities they are most interested in attending, 74% said Beer, wine, alcohol tasting events.

69% chose Music events, concerts in their top 5 selections.

There were no significant differences among sub-groups.

Total Sample (n=252) May 2023 Tracking Study	2023
% Listed in Top 5 selections	(n=252)

Beer, Wine, Alcohol tasting events	74%
Music events, concerts	69%
Food tastings, cook offs	55%
Art festivals, galleries	47%
Museums	46%
Zoo or Aquarium visit	44%
Professional sports games	42%
Cultural or heritage events, celebrations	38%
Spas or wellness visits	33%
Holiday parades, events	31%
Races (Triathlons, Running)	7%
Speakers, educational lectures	5%
Other	8%

Q15: Listed below are various places and things to do in Colorado. Please pick your top 5 activities that you are most interested in attending.

Source: May 2023 KPI Tracking Study among Past Month Wine drinkers who reside in Colorado.

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TOP 5 - TOURISM ACTIVITIES OF INTEREST AMONG WINE DRINKERS

Among past month wine drinkers who live in Colorado, 68% indicate Top 5 interest in hiking trails in parks, open space.; 48% Camping / RV’ing.
There are differences by gender and age – noted by Capital Letters by column and circled in the chart below.

Q16: Listed below are various activities in Colorado. Please pick your top 5 activities that you are most interested in attending.

Significant differences at the 90% confidence level are noted by Capital letters between columns. * Caution – small base.

May 2023 KPI Tracking	2023 TOTAL	Male	Female	21-35	36-50	51-70
% Listed in Top 5 selections	BASE - 252	N=101	N=150	N=75*	N=77*	N=100
	A	B	C	D	E	F
Hiking trails in parks, open space	68%	69%	67%	65%	62%	73%
Camping / RV’ing	48%	42%	51%	53%	48%	43%
Fishing (lakes, streams)	36%	37%	35%	40%	27%	39%
Biking (mountain bike, road bike)	34%	45%C	27%	24%	33%	43%D
Winter mountain sports (skiing, snowboarding)	31%	40% C	25%	32%	30%	30%
Work out at local gym	29%	28%	29%	37% E	20%	29%
Swimming	29%	21%	34% B	25%	30%	31%
Horseback riding	28%	21%	33% B	31%	34%	21%
Yoga, dance, aerobics class	26%	10%	37% B	24%	30%	24%
Climbing and hiking 14’ers	23%	28%	21%	28%	29% F	16%
Rafting	19%	20%	19%	20%	13%	24%
Water sports (waterski, rowing, sailing)	18%	15%	20%	16%	20%	19%
Shooting – targets (archery, pistols, etc)	18%	16%	20%	21%	25% F	11%
Golf	16%	24% C	11%	11%	16%	20%
Racquet sports (Tennis, pickleball, paddleball, racquetball, squash, badm)	13%	14%	12%	11%	17%	11%
Rock climbing / ice climbing	11%	13%	10%	13% F	20% F	3%
Flight activities	9%	10%	8%	8%	10%	8%
Hunting	8%	11%	7%	13%	7%	6%
Motor sports	8%	8%	7%	7%	12%	5%
Playing team sports – local team	6%	9%	5%	9% F	9% F	2%
Nordic/Cross C/Back Country skiing	5%	5%	5%	3%	4%	7%

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VISITING COLORADO WINERIES & RESTAURANTS AMONG SKIERS AND HIKERS

Restaurants are a natural fit with activities for Colorado wines after a day of winter mountain sports activities (93% T2B interest). Also, after hiking (74% T2B interest).

Skiing (70% T2B interest) and hiking activities (73% T2B) appear to cross – fertilize with visiting Colorado wineries.

Interest in – Top 2 Box % (5 pt. scale) Total (n=251) August 2023 Tourism Study	Top 2 Box %
Drinking wine at a restaurant after a day of winter mountain sports activities.	93%
Drinking wine at a restaurant after hiking.	74%
Visiting Colorado wineries after hiking in Colorado.	73%
Visiting Colorado wineries after skiing or on a day off skiing.	70%
Drinking wine while eating at a restaurant during your camping trip.	39%
Visiting Colorado wineries while on a camping trip in Colorado.	35%
Drinking wine at a restaurant after a day of bicycling.	31%
Visiting a Colorado winery while on a bicycling trip.	22%

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

Questions 4,8,12,16 Earlier you said that you plan to participate in (insert activity type) during the next year or so. While in the (insert activity type), how interested are you in each of the following:

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WINE ACTIVITIES – STRONG INTEREST AMONG WINTER MOUNTAIN SPORTS

A large percent of winter mountain sports participants are interested in a wide variety of wine activities.

93% at a restaurant
91% at home
90% buy wine for condo or hotel
84% attend wine tasting events in mountains

Interest in Wine Activities among Winter Mountain Sports participants (Top 2 Box % - 5 pt. scale)
Base: Winter Mountain Sports (skiing, snowboarding, XC skiing) Respondents	N=97*
*Small sample
Drinking wine at a restaurant after a day of winter mountain sports activities.	93%
Consuming wine after returning home from winter mountain sports activities.	91%
Buying and drinking wine while staying in the mountains at a condo or hotel overnight.	90%
Attending wine tasting events or festivals in the mountains.	84%
Bringing wine from home for an overnight stay in the mountains.	80%
Participating in wine Après Ski activities at local mountain restaurants and bars at ski areas.	79%
Visiting Colorado wineries after skiing or on a day off skiing.	70%
Bringing wine to drink during winter mountain sports activities.	66%

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

*Note small base size

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WINE ACTIVITIES – STRONG INTEREST AMONG HIKERS

A large percent of hiking participants are also interested in certain wine activities.

81% at home after hike
74% at restaurant
73% visiting wineries

Interest in Wine Activities among Hiking participants (Top 2 Box % - 5 pt. scale)
Base: Hiking Respondents	N=187

Drinking wine at home after hiking.	81%
Drinking wine at a restaurant after hiking.	74%
Visiting Colorado wineries after hiking in Colorado.	73%
Attending wine tasting events near where you are hiking.	65%
Hiking to wine tasting events or festivals.	49%
Bringing wine to drink during your hike.	35%

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

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WINE ACTIVITIES – LOW INTEREST AMONG BICYCLISTS

A much smaller percent of bicycling participants are interested wine activities.

35% at home after ride
31% at a restaurant after riding

Interest in Wine Activities among Bicycling participants (Top 2 Box % - 5 pt. scale)
Base: Bicycling (road, mountain, gravel) Respondents	N=97*
*Small sample
Consuming wine after returning home from a bicycle ride.	35%
Drinking wine at a restaurant after a day of bicycling.	31%
Participating in a winery-to-winery bicycle tour.	28%
Bicycling to a winery.	24%
Bicycling to wine tasting events or festivals.	22%
Visiting a Colorado winery while on a bicycling trip.	22%
Bringing wine to drink during your bicycle ride.	8%

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

*Note small base size.

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WINE ACTIVITIES – LOWER INTEREST AMONG CAMPING PARTICIPANTS

Similar to bicyclists, a smaller percent of camping participants show interest in wine activities.

51% drinking wine at campsite
46% bring wine from home for camping
46% interested in attending Colorado-produced wine tasting events

Interest in Wine Activities among Camping participants (Top 2 Box % - 5 pt. scale)
Base: Camping Respondents	N=168

Drinking wine at your campsite.	51%
Bringing wine from home for your camping trip.	46%
Attending Colorado-produced wine tasting events.	46%
Drinking wine while eating at a restaurant during your camping trip.	39%
Attending wine tasting events or festivals near your camping location.	35%
Visiting Colorado wineries while on a camping trip in Colorado.	35%
Buying wine for my camping trip near where I am camping.	35%

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

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SOURCES OF INFORMATION WHEN PARTICIPATING IN ACTIVITIES

When asked where they go to seek out other things to do, most indicate that websites and online searches are sources of information.

16% of those bicycling do not look for extra activities.

Interest in – check all that apply (by participants) August 2023 Tourism Study	Winter Mt. Sports	Camping	Hiking	Bicycling
	N=97	N=168	N=187	N=97
I go to websites for area	80%	52%	na	56%
I search online for activities	79%	69%	71%	56%
I go to friends and family for advice	51%	46%	49%	49%
Social Media	44%	41%	na	37%
I typically don’t look for activities	2%	8%	10%	16%

Q 6, 10, 14, 18: When planning a trip in Colorado for winter mountain / camping / hiking / bicycling, how do you find out about other things to do while you are in the mountains / camping /hiking/ bicycling? (Check all that apply)

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

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PACKAGING PREFERENCE BY ACTIVITY

When respondents that participate in various activities were asked about wine packaging they prefer to bring along on each activity, more Camping and Winter Mountain Sports respondents prefer Bottles.

Hiking and Bicycling participants prefer cans.

Notably, a larger percent of Hiking and Bicycling participants do not bring wine.

Package Preference among Participants of:	Winter Mt. Sports	Camping	Hiking	Bicycling
Base	n=97	n=168	n=187	n=97
Bottles	53%	52%	27%	26%
Cans	25%	12%	27%	21%
Boxes	9%	31%	14%	8%
Bags	5%	4%	10%	13%
I do not bring wine to drink (insert activity)	8%	1%	23%	32%

Q5, 9, 13, 17. If you were to bring along wine to drink for winter mountain sports/ camping/hiking/bicycling, which type of wine packaging do you prefer?

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MEDIA CONSUMPTION BY ACTIVITY

When asked what participants read or use before or during activities, overall, media consumption is lower among bicycling and hiking participants.

The most - 71% of Camping participants go to Colorado Parks and Wildlife for information.

Winter Mt. Sports Participants	n=97
Facebook	56%
Instagram	50%
Coloradoski.com	44%
TripAdvisor	38%
Epic Pass / Snow.com	35%
REI	31%
Twitter	29%
Snow-forecast.com	23%
Yelp	22%
Ikon Snow Report	21%
Pinterest	18%
Onthesnow.com	12%
Threads	11%
Open Snow	10%
Wunderground	9%
Other	3%
None of the above	2%

Camping Participants	n=168
Colorado Parks and Wildlife	71%
TripAdvisor	40%
Trails.com	38%
Recreation.gov	33%
REI	28%
Yelp	27%
Hip Camp	10%
Campendium	8%
Harvest Host	11%
Travel Lemming	8%
iOverlander	5%
Other	5%
None of the above	13%

Hiking Participants	n=187
Trails.com	47%
TripAdvisor	35%
Alltrails	29%
Yelp	25%
REI	23%
Strava	13%
OnX	6%
Other	4%
None of the above	23%

Bicycling Participants	n=97
All Trails	34%
Colorado.com	31%
TripAdvisor	30%
REI	29%
Ride With GPS	29%
BicycleColorado.org	27%
Mountain Bike Project / Mtbproject.com	23%
Strava	16%
Yelp	14%
Trail Forks	12%
Gravel Trails	11%
Gravel Adventure Field Guides	9%
Other	1%
None of the above	23%

Q7, 11, 15,19 Which of the following, if any, do you read or use before or during (insert activity)?

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COLORADO WINE ACTIVITY INTEREST BY SUBGROUP

A wide variety of wine tasting events are popular for the majority of respondents in each activity.

Colorado-produced Wine Activity Interest by participant type Top 2 Box % - 5 pt. scale	Total	Camping	Bicycling	Winter Mt. Sports	Hiking
Base: Total Respondents	251	168	97	97	187
Wine tasting events if they were held at your local farmer's market.	84%	86%	83%	88%	85%
While at music events or concerts, purchasing local Colorado wines vs. beer or alcohol.	80%	83%	77%	80%	79%
While attending food tastings or cook offs, pay to participate in a Colorado wine tasting activity.	80%	83%	78%	81%	78%
While visiting an art fair or art gallery, attending a Colorado wine tasting.	79%	79%	74%	75%	80%
While visiting Colorado museums, attending an exhibit on local Colorado wine growing history and taste local wines.	74%	74%	74%	73%	74%
While dining at the Zoo or Aquarium, ordering local Colorado wines, featured on the menu.	60%	61%	63%	60%	62%
While attending professional sports games, ordering local Colorado wine in a can vs. beer or other alcohol offerings.	61%	66%	62%	65%	58%
While attending cultural or heritage events, tasting Colorado wine at a booth.	77%	77%	75%	76%	76%
While shopping, visiting a restaurant or winery tasting room to try Colorado-produced wines.	79%	79%	75%	70%	77%

Q 21 The Colorado wine industry is interested in learning how to increase your participation in tasting, buying, and drinking Colorado-produced wines. Below are various ideas that might interest you as you visit Colorado places and events. Please mark how interested you would be in any of the following:

Note: There are no significant differences between columns at the 90% confidence level.

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ACTIVE TOURISM PARTICIPANTS - DEMOGRAPHICS

Active Tourists are defined as participating in 3+ activities from the following:

Camping
Winter Mountain Sports (skiing, snowboarding, XC skiing)
Hiking (trails, 14’ers)
Bicycling (Mountain bikes, Road bikes, Gravel bikes)
Winter activities (hockey, skating, ice climbing, snowmobiling)
Music festivals, concerts
Alcohol tasting events (whiskey, wine, beer)
Visit Colorado wineries

Gender	Total	Active Tourists (3+)
	n=251	n=205
Male	47%	50%
Female	52%	49%
Transgender female	0%	1%
Gender Variant / Non-Conforming	0.4%	-

Age	Total	Active Tourists (3+)
	n=251	n=205
Base: Total Respondents	251	205
21-35	34%	36%
36-50	34%	35%
51-70	32%	29%

Mean Age	43.6	42.6

Income	Total	Active Tourists (3+)
	n=251	n=205
Base: Total Respondents	251	205
Under $25,000	7%	4%
$25,000 to under $50,000	17%	16%
$50,000 to under $75,000	20%	20%
$75,000 to under $100,000	19%	21%
$100,000 to under $125,000	12%	12%
$125,000 or more	26%	27%

Wine Consumption Frequency	Total	Active Tourists (3+)
	n=251	n=205
Base: Total Respondents	251	205
Daily	11%	11%
More than once a week but not every day	35%	37%
Once a week	16%	14%
2-3 times a month	24%	24%
Once a month	9%	10%
Special Occasions or holidays only	5%	4%

There are no significant differences in demographics between Active Tourists and the total sample. Most of the total sample qualified as active.

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TOP ACTIVITIES AMONG PAST MONTH WINE DRINKERS

Top activities among the total sample include hiking, music festivals/concerts and camping.

58% of respondents plan to visit a Colorado winery in the next year or so.

Activities plan to participate among past month wine drinkers (% total sample)	Total (n=251)
Hiking (trails, 14’ers)	75%
Music festivals, concerts	70%
Camping	67%
Alcohol tasting events (whiskey, wine, beer)	59%
Visit Colorado Wineries	58%
Winter activities (hockey, skating, ice climbing, snowmobiling)	41%
Bicycling (Mountain bikes, Road bikes, Gravel bikes)	39%
Winter Mountain Sports (skiing, snowboarding, XC skiing)	39%

Question S7. Within the state of Colorado, which of the following activities do you plan to participate in during the next year or so? (check all that apply)

Source: August 2023 Tourism Study among Past Month Wine drinkers who reside in Colorado.

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KEY FINDINGS – WINERY VISITORS ��

Note: This section of the report includes data from visitors to wineries, tasting rooms and events like Colorado Uncorked. Visitors were invited to take the survey online September through November 2023.

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ACTIVITIES PARTICIPATE IN WHILE VISITING WINERY

When visiting wineries, 60% say they visit multiple wineries and 71% say they also participate in alcohol tasting events.
Fewer combine winter activities, winter mountain sports and bicycling with winery visits.

Q5. When you visit wineries or wine tasting rooms (here in Colorado, across the USA, in Europe, etc.) what other activities, if any, do you participate in during your trip?

*NOTE: Small base

Activities participate while visiting winery (% total sample)	Total (n=68)
Alcohol tasting events (whiskey, wine, beer)	71%
Visit Multiple Wineries – more than just this one	60%
Hiking (trails, 14’ers)	53%
Music festivals, concerts	52%
Camping	35%
Bicycling (Mountain bikes, Road bikes, Gravel bikes)	17%
Winter Mountain Sports (skiing, snowboarding, XC skiing)	16%
Winter activities (hockey, skating, ice climbing, snowmobiling)	13%

Other – open end comments
Food!!! Music is a nice plus but not a drawing card.
Golfing
Good restaurants
Paddle boarding, four wheeling
cultural sites
shopping

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LAST CONSUMED COLORADO WINE

Most consumption of Colorado wine was within the past 6 months (69% of respondents).

N=77

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INTEREST IN ACTIVITIES IN COLORADO

Respondents state 89% Top two Box Interest (very and somewhat interested) in hiking trails in parks, open space

51% T2B interest for winter mountain sports, though 31% state not at all interested – a high score for bottom box.

Other un-popular activities with strong bottom box scores are:

Rock climbing (61%)
Nordic, XC skiing, back country skiing (35%)
Climbing and hiking 14’ers (31%)

Q7. Thinking about activities to do in Colorado, how interested are you in participating in each of the following during the next year or so?

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INTEREST IN EVENTS AND PLACES TO VISIT IN COLORADO

Winery visitors state 92% Top Two Box (very and somewhat interested) in beer, wine, alcohol tasting events.

Also popular are music, farmer’s markets, food tastings and theater.

Q8. Thinking about events and places to visit in Colorado, how interested are you in visiting each of the following during the next year or so?

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INTEREST IN WINE ACTIVITIES

91% Top Two Box (very and somewhat interested) state interest in paying for wine tasting while attending food tastings.

Mountain wine festivals interest 93% Top 2 Box.

Notably, 27% Bottom 2 Box indicate negative interest in visiting wineries after a day of skiing.

26% Bottom 2 Box are not interested in buying Colorado wine for their camping trip near where they are camping.

Additionally, 18% Bottom 2 Box are not interested in bicycling to wine tasting events or participating in a bicycle winery tour.

Q9. The Colorado wine industry is interested in learning how to increase your participation in tasting, buying, and drinking Colorado-produced wines. Below are various ideas that might interest you as you visit Colorado places and events.

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WINERY RESPONDENT DEMOGRAPHICS

N=85

Note: n=85 started the survey with these first questions. By the end of the survey, there are n=69 completes.

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Purgatory
All of them
All of them.
Apc
Aspen Peak carbon boswuisti continental divide and many others
Balistreri Bigsby's Carboy Aspen Peak Cellars Vail Wine Fest
Balistreri Vineyards Avant Vineyards
Blanchard Wines and Sauvage Spectrum
Blue Beryl Vines 79 Storm Cellar Restoration Maison Carboy Red Fox
Book Cliff
Bookcliff Vineyards Storm Cellar Carboy Restoration Balistreri Snowy Peaks Mesa Park Vineyards Maison la Belle Red Fox Cellars
Bookcliff Wineries and went to Uncorcked event in Denver
Bookcliff and Sutcliffe
Bookcliff, Storm Cellars, Restoration, Carboy, azura, stone cottage,
Bookcliff, snowy peaks, Carboy, blue mountain, wine fest in palisade,
Breaux Vinyards [actually in Virginia, we haven't been to a Colorado winery this year]
Buckel Family Wine Vino Salida Holy Cross Abbey
Buckel Family Wine - Gunnison Azura Winery -Paonia
Carboy
Carboy Winery
Carlson, book cliff, white water hill, restoration, gubbinni
Colorado cellars winery
Colterris Winery, Restoration, Mafia Princess, Sauvage Spectrum
Eames
Grand Valley, Wild Mountain Cellars, Aspen Peak Cellars
Holly cross abbey
Maison La Belle Vie
Meadkrieger
NONE
None
None

Peach fork, Carlson, balistrei, storm cellar
Peachfork and Carson
Purgatory Cellars Winery
Purgatory Winery
Purgatory cellars, labron cellars, infinite money therm, vines at vail, avant- cellars, white water cellars, clarion vineyards.
Purgatory wine cellar
Restoration Colterris Savauge Spectrum
Restoration, Blue Beryl, Vine 79, Red Fox, Mesa Parks, Carlson Vineyards, Colorado Cellars, Mafia Princess
Restoration, Carbon, storm cellar, Bookcliff
Restoration, Carboy, Bookcliff, Grande River, Maison La Belle Vie, Sauvage Spectrum, Blue Beryl, Alfred Eames, Balistreri
Sauvage Spectrum, Madison La Belle Vie, Balusteri
Sauvage spectrum, peach fork
Savage Spectrum
Spero, Balistreri The Abby, WhiteRiver, Sulver Vines, Snowy Peaks, Bookcliff
Storm Cellar, Alfred Eames, others on West Elks Wine Tour
Sutcliffe, Bookcliff
The Holy Cross Abbey Winery
The Storm Cellar, Carboy, Ladron
Vinnie Fera
Vinnie Fera Winery
Vinnie Fera Winery
Water 2 Wine
Water 2 Wine Spero
Water 2 Wine The Wine Barrel
Water 2 Wine Wine Barrel
Water 2 Wine, ordinary Fellow, Bookcliff Vineyards, Sauvage Spectrum, colorado Cellars, Avant Vineyards
Water 2 wine
Water To Wine

WINERY VISITED – OPEN END

4. What is the name of the Colorado winery (or wineries) that you visited in 2023? NOTE: all open ends are recorded as written – no editing for spelling, content.