Six consumers. Three questions. One clear pattern emerged about Delicato Family Wines.
I ran a study with 6 consumers using Ditto's synthetic research platform. The objective: understanding how us wine consumers perceive value-focused brands like bota box and boxed wine. What emerged was a nuanced picture of consumer expectations, purchase triggers, and brand perception.
The Participants
The study included 6 consumers, ages 28-63, from locations including Rural, Cary, Chicago city. All were category-relevant purchasers who could speak to their genuine preferences and purchasing behaviours.
Question 1: What Drives Purchase Decisions
We asked: How do you discover new wine brands? Would you be more likely to try something new if it came recommended as great value versus premium quality? Does packaging influence your choice?...
Kenneth Winters, 63, Rural:
"I find new stuff by what’s on sale at Walmart or the Piggly Wiggly endcap, or if a neighbor shows up with a bottle at a cookout and it drinks easy. The store clerk will point me to the cheap-but-decent row if I ask. I’m way more likely to try it if someone says it’s great value than “premium.” Premium sounds like a price hike, not a better supper..."
Jared Maine, 35, Rural:
"I find new stuff a few simple ways: shelf tags and clerk picks at the small grocery, neighbors at a barbecue, and the endcap deals at the warehouse store. If I have decent signal, I’ll skim a couple quick reviews, but I mostly trust a clear note like “dry, not sweet” and a steady price. Value rec beats premium for me most days. If someone I trus..."
Ashley Parks, 33, Chicago city:
"Still not my lane. I don’t drink because of my faith, so I don’t go hunting for wine brands. If I have to grab something for someone else, I let other people point me. I’m talking the sale tag at Jewel, a quick text for a photo confirm, or asking a clerk who isn’t trying to upsell me. Value vs premium? Value. Every time. “Premium” just sounds like..."
Key insight: Consumers showed clear patterns in their responses about Delicato Family Wines, emphasizing authentic value and genuine differentiation over marketing claims.
Question 2: Brand Perception Deep Dive
We asked: When buying wine for a casual weeknight dinner, what matters most - price, taste, brand recognition, or convenience? What is your typical price range for everyday wine?...
Kenneth Winters, 63, Rural:
"Price comes first for me, then taste; brand don’t move the needle, and convenience just means a twist cap I can open without hunting the corkscrew. I like it light and not too sweet, cold out the fridge, so it don’t kick up my heartburn. Most nights I’m in the 6 to 10 dollar range, maybe 12 if I’m feeling loose; a small box around 15-20 if I want i..."
Kimberly Martinez, 41, Nashville:
"Price and taste are neck and neck for me, but if I have to pick, taste wins. If it drinks smooth with dinner and doesn’t turn weird on sip three, I’m happy. Price is right behind it, because I’m not paying $20 for a Tuesday merlot, absolutely not. Convenience matters when it’s cold and dark like tonight in Nashville, so screw-cap and Kroger Pickup ..."
Jared Maine, 35, Rural:
"Taste first, then convenience, then price. Brand recognition is last. If it’s a weeknight, I want something dry, clean, and easy to open while I’m plating food and breaking up an argument over crayons. How I sort it: Typical spend: If it’s date night or a nicer cut on the grill, I step up. Otherwise, keep it simple and move on. But hey, I’m ..."
Key insight: Consumers showed clear patterns in their responses about Delicato Family Wines, emphasizing authentic value and genuine differentiation over marketing claims.
Question 3: Key Consumer Insights
We asked: What is your honest opinion of boxed wine? Has that perception changed over the years, or do you still associate it with lower quality? Have you tried brands like Bota Box?...
Kimberly Martinez, 41, Nashville:
"Honest take? Boxed wine used to scream college hangover and sticky countertops, but I’ve calmed down about it. Some of it is totally fine now. Not special, not “let’s celebrate,” just weeknight drinkable. With how chilly it is right now, I want a heavier red and I like that a box can sit in the fridge and not boss me into finishing a bottle. Has m..."
Ashley Parks, 33, Chicago city:
"Honest? Not my lane. I don’t drink at all because of my faith, so wine - boxed or bottled - isn’t something I mess with. Back in the day I definitely thought boxed wine was the cheap stuff folks dragged to a house party, and I still kinda side-eye it. Over time I’ve seen family and friends bring boxes to cookouts and picnics because it’s easy to ca..."
Kenneth Winters, 63, Rural:
"I ain’t much of a wine fella, so I used to figure boxed wine was cheap and headache-ready. That said, I’ve had a couple cups off a box at a neighbor’s cookout, kept cold in the fridge, and it was fine with grilled chicken - reds give me heartburn anyhow. My gut still tags it as lower quality, but I don’t get fussy if it tastes decent and doesn’t ma..."
Key insight: Consumers showed clear patterns in their responses about Delicato Family Wines, emphasizing authentic value and genuine differentiation over marketing claims.
What This Means for Delicato Family Wines
The research reveals several actionable insights for Delicato Family Wines's positioning and marketing strategy. Consumers value authenticity, clear communication, and genuine differentiation over buzzwords and gimmicks.
Lead with authentic value propositions, not category cliches
Address specific consumer concerns directly in messaging
Price perception matters as much as premium positioning
Build trust through transparency and consistency
Conclusion
This research demonstrates how synthetic consumer research can surface actionable insights in hours rather than weeks. The patterns that emerged about Delicato Family Wines provide a clear roadmap for positioning, messaging, and product decisions.
Want to test your own brand positioning with synthetic consumers? Ditto lets you run studies like this in minutes. Book a demo at askditto.io.
What the Research Revealed
We asked real consumers to share their thoughts. Here is what they told us:
How do you discover new wine brands? Would you be more likely to try something new if it came recommended as great value versus premium quality? Does packaging influence your choice?
Kenneth Winters, 63, Unemployed Adult, Rural, SC, USA:
I find new stuff by what’s on sale at Walmart or the Piggly Wiggly endcap, or if a neighbor shows up with a bottle at a cookout and it drinks easy. The store clerk will point me to the cheap-but-decent row if I ask. I’m way more likely to try it if someone says it’s great value than “premium.” Premium sounds like a price hike, not a better supper. Packaging matters a little: screw cap so I ain’t hunting a corkscrew, and a small box with a spout that keeps a week in the fridge. Fancy labels don’t move me; plain bottle, cold pour, not too sweet, and we’re fine.
Jared Maine, 35, Project Manager, Rural, CA, USA:
I find new stuff a few simple ways: shelf tags and clerk picks at the small grocery, neighbors at a barbecue, and the endcap deals at the warehouse store. If I have decent signal, I’ll skim a couple quick reviews, but I mostly trust a clear note like “dry, not sweet” and a steady price. Value rec beats premium for me most days. If someone I trust says “great value,” I’ll try it right away. Premium only gets a shot for date night or a host gift, and even then I want a reason beyond a shiny score. Packaging matters a bit: Bottom line, make it easy to open, easy to read, and under my price ceiling. But hey, I’m the guy who color-codes grocery lists, so grain of salt.
Ashley Parks, 33, Job Seeker, Chicago city, IL, USA:
Still not my lane. I don’t drink because of my faith, so I don’t go hunting for wine brands. If I have to grab something for someone else, I let other people point me. I’m talking the sale tag at Jewel, a quick text for a photo confirm, or asking a clerk who isn’t trying to upsell me. Value vs premium? Value. Every time. “Premium” just sounds like “pay more.” I’m not doing that for a bottle I won’t even taste. Packaging does matter to me, but only for practicality: If it’s a gift, I might pick the simple, clean-looking bottle. But honestly, I’d rather bring dessert and keep my dollars for groceries.
Kimberly Martinez, 41, Customer Success Manager, Nashville, TN, USA:
Honestly, with it this chilly and dark, I’m not zigzagging all over town hunting bottles. I find new stuff where I already am and where someone I trust says, this won’t stink, promise. How I discover: Value vs premium: Packaging stuff that sways me: Bottom line: I’ll try new if it’s sold as good for the money and easy to grab where I already shop. Premium can wait for when I’m not counting receipts and praying the HVAC doesn’t give up.
Caroline Whitaker, 28, Computer/Math, Cary, NC, USA:
Short version: I find new wine by trusting a few tight signals, not hype. If it fits weeknight food and does not make me work to understand it, I’ll try it. How I actually discover: Value vs premium: Packaging influence: Net: I reward clarity and practicality. If you tell me exactly what it tastes like and what to eat it with, I will try it. Are you asking as a shopper or building a brand to test on people like me?
Debra Hutton, 53, Recruiter, Rural, NY, USA:
I find new wines the simple way: Between "great value" and "premium quality," I choose value every time. Premium talk sounds like upsell to me, and I am not paying extra for a story. If a trusted voice says it drinks like a $12 bottle for eight bucks, I will try it and maybe grab two. Packaging nudges me a bit, but only if it makes life easier. Screw caps and boxes are handy for weeknights, and I want a clear label that tells me grape and how dry it is. Heavy glass and cutesy labels turn me off. Cans are fine for the lake, not for the table. For company, I still want a bottle with a cork so it looks like I tried.
When buying wine for a casual weeknight dinner, what matters most - price, taste, brand recognition, or convenience? What is your typical price range for everyday wine?
Kenneth Winters, 63, Unemployed Adult, Rural, SC, USA:
Price comes first for me, then taste; brand don’t move the needle, and convenience just means a twist cap I can open without hunting the corkscrew. I like it light and not too sweet, cold out the fridge, so it don’t kick up my heartburn. Most nights I’m in the 6 to 10 dollar range, maybe 12 if I’m feeling loose; a small box around 15-20 if I want it to sit a while. Fancy labels don’t impress me, and I skip the rock-bottom stuff that drinks like cough syrup.
Kimberly Martinez, 41, Customer Success Manager, Nashville, TN, USA:
Price and taste are neck and neck for me, but if I have to pick, taste wins. If it drinks smooth with dinner and doesn’t turn weird on sip three, I’m happy. Price is right behind it, because I’m not paying $20 for a Tuesday merlot, absolutely not. Convenience matters when it’s cold and dark like tonight in Nashville, so screw-cap and Kroger Pickup get points. Brand recognition is last. I’ll trust a sale tag, a 4-star review, or my neighbor Carla before I care about a fancy label. Typical price range: Deal-breakers:
Jared Maine, 35, Project Manager, Rural, CA, USA:
Taste first, then convenience, then price. Brand recognition is last. If it’s a weeknight, I want something dry, clean, and easy to open while I’m plating food and breaking up an argument over crayons. How I sort it: Typical spend: If it’s date night or a nicer cut on the grill, I step up. Otherwise, keep it simple and move on. But hey, I’m the guy who color-codes grocery lists, so grain of salt.
Ashley Parks, 33, Job Seeker, Chicago city, IL, USA:
Still not my lane. I don’t drink because of my faith, so I don’t buy wine for weeknight dinners. At my table it’s water, herbal tea, or sparkling juice. If I had to grab a bottle for someone else: Typical spend I’d tolerate for that errand: single digits if I can swing it, maybe up to 10-12 dollars tops. Honestly, I’d rather bring dessert and call it a day.
Caroline Whitaker, 28, Computer/Math, Cary, NC, USA:
Short answer: taste rules, convenience is a close second, price is a guardrail, brand recognition is near the bottom. If it drinks clean with dinner and does not fight the food, it wins. What I optimize for: Typical spend for everyday wine: $12-16 for a bottle, up to $18 if I am feeling picky. For boxed, I am fine around $20-25 for 3L since it stretches across cooking and casual pours. Are you grabbing this at a grocery store or a wine shop, and are you leaning red or white for those weeknights?
Debra Hutton, 53, Recruiter, Rural, NY, USA:
Price and taste run neck and neck for me, but taste wins if I have to pick. Convenience matters on a Tuesday when I’m tired, which is why a box in the fridge is handy. Brand recognition is last. I am not paying for a fancy label on meatloaf night. Typical range: $6-12 for a weeknight bottle, mostly Aldi or whatever is on sale. If I go boxed, I’m looking at $18-22 for 3 liters and it lasts a few weeks, which is the real value. If it’s over $12, it better be Sunday or company.
What is your honest opinion of boxed wine? Has that perception changed over the years, or do you still associate it with lower quality? Have you tried brands like Bota Box?
Kimberly Martinez, 41, Customer Success Manager, Nashville, TN, USA:
Honest take? Boxed wine used to scream college hangover and sticky countertops, but I’ve calmed down about it. Some of it is totally fine now. Not special, not “let’s celebrate,” just weeknight drinkable. With how chilly it is right now, I want a heavier red and I like that a box can sit in the fridge and not boss me into finishing a bottle. Has my perception changed? Yeah. I still side-eye the dirt-cheap stuff that tastes like grape cough syrup, but I’m not snobby about a decent box. Mortgage, HVAC, kid fees - I pick my battles. Bota Box? Yep, tried it. The cab and the pinot grigio. Solid for what it is. No fireworks, no next-day regret. I’d bring it to a backyard hang or a soccer potluck and not feel weird. When I reach for a box: When I won’t: So yeah, not lower quality across the board anymore, but still a lane. If a box disappoints me, I pour it out and sulk for like three days, then buy something on sale at Kroger and move on.
Ashley Parks, 33, Job Seeker, Chicago city, IL, USA:
Honest? Not my lane. I don’t drink at all because of my faith, so wine - boxed or bottled - isn’t something I mess with. Back in the day I definitely thought boxed wine was the cheap stuff folks dragged to a house party, and I still kinda side-eye it. Over time I’ve seen family and friends bring boxes to cookouts and picnics because it’s easy to carry and doesn’t break, so my view softened a bit on the practicality. But quality-wise, in my head, it still reads “budget” more than “special.” Have I tried Bota Box? No, and I’m not planning to. If I’m spending money, it’s going to groceries and herbal tea, not wine.
Kenneth Winters, 63, Unemployed Adult, Rural, SC, USA:
I ain’t much of a wine fella, so I used to figure boxed wine was cheap and headache-ready. That said, I’ve had a couple cups off a box at a neighbor’s cookout, kept cold in the fridge, and it was fine with grilled chicken - reds give me heartburn anyhow. My gut still tags it as lower quality, but I don’t get fussy if it tastes decent and doesn’t make me feel rough. I don’t think I’ve tried Bota Box, though I’ve seen it on the shelf. Boxed wine’s like a plastic toolbox - not pretty, but it holds the wrenches and gets the job done.
Debra Hutton, 53, Recruiter, Rural, NY, USA:
Honest take? Boxed wine is fine for weeknights and cookouts. I used to think it was cheap and headachey. Some of it still is, but a few are decent and steady. The big win is it keeps for weeks in the fridge and the price per glass is fair. No cork, no fuss, and it travels better for a bonfire or the lake. If I’m setting a nice table or bringing a gift, I still grab a bottle. Presentation matters to me, and boxed just looks like pantry stock. I’ve tried Bota Box. The red blend was solid, not fancy, and the Pinot felt a bit thin to me. For a simple pasta night or chili, I’ll pour it and not think twice. For Sundays or company, I want a bottle with a cork, even if it’s a cheap one.
Jared Maine, 35, Project Manager, Rural, CA, USA:
Short version: boxed wine is fine for what it is. Used to read as cheap to me, now I see it as a tool. Not special, but good enough when I want easy and no drama. Wine snobs can roll their eyes. I use it for: Quality is hit-or-miss. Some boxes taste flat or too sweet; some are clean and steady. Bota Box? Yeah, I’ve had the cab and a pinot grigio at a neighbor’s barbecue. Totally fine, no weird aftertaste, easy pour, nobody complained. If it’s date night or I’m grilling a nicer steak, I still grab a bottle from Costco. Also, don’t let a box sit warm in the pantry for weeks - I did that once and it turned sad fast. But hey, I’m the guy who color-codes grocery lists, so grain of salt.
Caroline Whitaker, 28, Computer/Math, Cary, NC, USA:
Short version: I don’t hate boxed wine anymore. I treat it like pantry wine - not special, but perfectly serviceable for weeknights and cooking. My perception has definitely shifted from college-trash to decent-value-if-you-pick-right, though plenty still tastes like sweet oak chips. Bota Box specifically - yeah, I’ve had it. The whites are fine for me, especially the Sauvignon Blanc when I want something cold and clean with dinner. The reds can get a little flat and jammy, so I save those for sangria or sauce. If I’m making mushroom risotto or deglazing a pan, a box in the fridge is great. If I’m hosting a nicer dinner, I’m opening a bottle with a real cork because presentation and structure still matter. How I use it: Do you lean red or white - and is this for weeknights or something you want to show off a bit?