Spirit of 21 augments the social drinking experience. Its a tasting application for wine, beer, and spirits with purchase options.
Target audience: Over 21 with an interest in consuming wine, beer, and spirits.
This app is to be used to rate wine, beer, and spirits either at a tasting room, restaurant, or at home. As a result of tasting, the consumer would have the option to buy the product. The name of the company incorporates the legal drinking age and the 21st amendment which ended Prohibition.
As an example, when you go wine tasting, you may visit 4 or 5 wineries in a day and taste 4 to 5 wines at each winery. This app would allow you to record your impressions of each wine at each winery. At the end of the day or when you got home, you could remember the experience and remember just how great that wine was and order it!!!
Initially, wine drinkers who purchase wines are the target market (eventually beer and spirits too). Spirit of 21 will specifically target wine drinkers who visit wineries.
Demographics of the average winery visitor is:
Gender: Slight majority is female
Education: College Educated+
Profession: Managers and administrators, Professionals, Associate professionals
Employment: Full Time
According to the Bordeaux School of Management survey in 2011, the most common descriptors/adjectives used are: Interest, knowledge and passion for wine, wine lover (22.7%), relaxed (22.2%), sociable, friendly (20.3%), higher income earners (16.4%), fun (15.7%), mature people (13.8%), educated, intelligent (13.1%), adventurous experience seeker (12.5%), tourists (12.3%), and enjoy good food (9.6%).
The description of a typical wine tourist will be discussed based on four segments: high and low congruent tourists, and high and low wine involved tourists. The first segment is those tourists who were congruent with a typical wine tourist (high self-congruity), used positive affective and experiential descriptors such as: relaxed; likes socialising and friendly; fun, excited, enthusiastic, and vibrant; happy; and interesting. The second segment is those tourists who felt they were not congruent with a typical wine tourist. The imagery they used to portray and describe wine tourists was narrow, using only demographics descriptors such as: older retired people, financially secure, and business people. The third segment is high wine involved tourists who described the profile and image of a typical wine tourist as: interest, knowledge and passion for wine, a wine lover; educated and intelligent; adventurous experience seeker; enjoy good food; expand knowledge, inquisitive, explorer, learning, and curious; and knowledgeable. This segment used a broader context of descriptors incorporating motivational and affective descriptors. Their profile or description of a typical wine tourist reflects their interest in wine by describing a typical wine tourist as a wine lover who has an interest, knowledge and passion for wine. The fourth segment are low wine involved respondents, who tend to describe the typical wine tourist in a similar manner to those respondents who were not self-congruent with a typical wine tourist. However, two additional traits were included of a typical wine tourist, that is, fun and interesting.
Don't incorporate into the logo...but the tentative slogan is "Taste the unexpected and remember the Spirit of 21"