Wine Equity Quotient

Winemetrics’ Wine Equity Quotient™ (WEQ) measures a brand’s on-premise equity based on variety, number of listings, number of chains and chain diversity.

WEQ is a far more comprehensive metric of a brand’s on-premise influence in a specific variety than number of listings alone.

All WEQ are specific to a single variety and, within a variety, are divided by By-the-Glass (BTG) and By-the-Bottle (BTB) distribution.

How Winemetrics Calculates a Brand’s WEQ

Several elements are compiled to derive Winemetrics’ WEQ , these include:

• Number of listings
• Number of chain units with distribution
• Diversity of chain dining levels (casual, upscale casual and fine dining)
• Distribution in chains at each dining level.

Example: two brands with the same number of listings and chain presence will have a different WEQ  if one brand has its distribution spread more evenly across all three dining levels, it will result in a higher WEQ.

Brand Classifications Based on Wine Equity Quotient ™ (WEQ)

Using Winemetrics Wine Equity Quotient ™, there is now an empirical method to classify a brand’s on-premise presence.*

Winemetrics uses the following Brand Classes to rank a brands on-premise performance by variety:

• Super Brand (SB) – >10% of Total WEQ
• Leading Brand (LB) – <10% – 5% of Total WEQ
• High-Recognition Brand (HR) – <5% to 0.5% of Total WEQ
• Emerging Brand (EB) – <0.5% to 0.2% of Total WEQ
• Discovery Brand (DB) – <0.2% of Total WEQ
• House Brand (HB) – specific to a single chain

*Note: all WEQ are classified by variety; all WEQ and resulting Brand Classes vary by variety and BTG/BTB.