世論 What Japan Thinks

DIMSDRIVE Research investigated the Japanese love of fads, this time Beaujolais Nouveau, due this coming Thursday the 17th. I think the only time I’ve ever drunk the stuff (I’m mildly allergic to something in red wine that puts me under the table after less than a glassful, and I’m not keen on the taste either) was in my favourite Soba Noodles shop that was serving free thimblefuls of last year’s left overs as an appetiser one day. However, it seems over half the Japanese interviewed want to drink Beaujolais Nouveau.

DIMSDRIVE surveyed 5,519 people from their internet monitor group at the end of October, 2,232 male, 3,287 female. 19.0% were in their twenties, 39.4% in their thirties, 27.4% in their forties, 10.7% in their fifties, and 3.5% 60 or over; and the frequency of wine drinking was 1.9% almost every day, 2.6% three to five times a week, 8.8% once or twice per week, 17.4% twice or thrice a month, 21.8% once every two or three months, 24.2% even less frequently, and 23.3% never drunk any wine at all.

Q1: Do you know of “Beaujolais Nouveau”? (Sample size=5,519)

Yes	97.2%
No	2.8%

Q2: For those answering yes in Q1, which of the following things do you know regarding Beaujolais Nouveau? (Sample size=5,362, multiple answer)

It’s made in the French region of Beaujolais	69.5%
The third Thursday in November is the release date	67.7%
Amongst developed nations, the release date comes earliest in Japan	50.4%
The wine is bottled only two months before the release date	26.9%
There are brands called Beaujolais and Beaujolais Village	23.2%
It’s only made from the Gamay grape	9.5%
Others	1.3%
Don’t know anything in particular	7.7%

Hmm, that third one sounds fishy! What about New Zealand? Perhaps the Kiwis have more sense than to fall for the marketing hype? Ahh, it’s the Japanese love of being unique, I suppose! Of course, the simple reason could be that it doesn’t get to New Zealand until a day later, but all the stuff gets shipped well ahead of time!

Q3: Did you drink last year’s Beaujolais Nouveau? (Sample size=5,362)

Yes	34.4%
No	65.6%

Q4: Do you think you want to drink this year’s Beaujolais Nouveau? (Sample size=5,362)

I really want to drink it	14.1%
I would quite like to it	42.2%
I don’t really want to drink it	23.6%
I don’t want to drink it at all	20.1%

Q5: Why do you want to drink this year’s Beaujolais Nouveau? (Sample size=3,019, multiple answer)

Because it’s an event	42.8%
Because I like wine	37.7%
Because I want to experience the season	37.1%
Because it’ll be a topic of conversation	32.5%
Because I drink it every year	22.2%
Because this year’s advance publicity is good	5.6%
Others	1.9%
No particular reason	7.3%

Q6: Who do you want to drink this year’s Beaujolais Nouveau with? (Sample size=3,019, multiple answer)

Family	64.9%
Friends	39.4%
By myself	19.1%
Lover	17.6%
Colleagues	5.2%
Relatives or acquaintance	4.5%
Others	0.4%

Q7: Do you plan to buy a bottle of Beaujolais Nouveau this year? (Sample size=3,019)

Plan to buy	42.2%
Don’t plan to buy	23.0%
Don’t know yet	34.8%

Of the people who really want to drink Beaujolais, almost 4 in 5 plan to buy a bottle, as opposed to, say, just a glass in the pub. Also, two thirds who drunk it last year plan to buy a bottle this year too.

Q8: For those who plan to buy, have you reserved a bottle of Beaujolais Nouveau this year? (Sample size=1,275)

Already reserved	19.8%
Not reserved	80.2%

Q9: How many brands of Beaujolais Nouveau do you plan to buy this year? (Sample size=1,275)

One	39.2%
Two or three	51.2%
Four or five	3.1%
Six to ten	0.6%
More than ten	0.2%
Don’t know	5.7%

Q10: How much do you plan to spend per bottle this year? (Sample size=1,275, multiple answer)

Less than 1000 yen	4.2%
1000 to 2000 yen	44.8%
2000 to 3000 yen	49.1%
3000 to 5000 yen	16.5%
5000 to 10,000 yen	3.2%
Over 10,000 yen	0.7%
Don’t know	4.2%

Q11: Where do you plan to buy this year? (Sample size=1,275, multiple answer)

Liquor store	43.1%
Supermarkt	35.6%
Department store	28.2%
Discount store	25.0%
Internet mail order	12.9%
Convenience store	9.6%
Other delivery service	2.0%
Order direct from France	1.0%

Q12: What are the important points when you are buying Beaujolais Nouveau? (Sample size=1,275, multiple answer)

Price	59.4%
Taste	58.6%
Label design	27.0%
Talked-about label	23.4%
Label name	18.5%
Bottle design	18.0%
Limited edition	16.7%
Maker (distributor) name	16.0%
Label I drink every year	13.3%
Bottle contents size	10.7%
Region of production	9.5%
Other	1.4%
Nothing in particular	5.5%

Probably not surprisingly, price was most important for retired men and label design was for young women!