U.S. Wine Consumer Intelligence & Research U.S. Wine Consumer Intelligence & Research LEARN MORE LEARN MORE The mission of Wine Market Council is to be the leader in forward-looking market research on U.S. wine consumer buying habits, attitudes and trends. The mission of Wine Market Council is to be the leader in forward-looking market research on U.S. wine consumer buying habits, attitudes and trends. U.S. Wine Consumer Intelligence & Research LEARN MORE The mission of Wine Market Council is to be the leader in forward-looking market research on U.S. wine consumer buying habits, attitudes and trends. U.S. Wine Consumer Intelligence & Research LEARN MORE The mission of Wine Market Council is to be the leader in forward-looking market research on U.S. wine consumer buying habits, attitudes and trends. Wine Market Council - Happy Group

Fact-Based U.S. Wine Consumer Data

Since 1996, Wine Market Council has been conducting research on the U.S. wine consumer. We provide proprietary reports to our members across all tiers of the wine industry. The quantitative and qualitative research reports assist members in planning, developing and implementing progressive marketing and brand strategies.

Fact-Based U.S. Wine Consumer Data
Consumer Research Studies

Consumer Research Studies

  • 3 – 4 Studies per Year
  • Member Selected
  • U.S. Consumer Benchmark Segmentation Study Every 2 Years
Webinars and Conferences

Webinars & Conferences

  • Quarterly Research Webinars
  • Annual In-Person 1⁄2 Day Conference
  • Complimentary to Members
Data Files and Sorting

Data Files & Sorting

  • Excel Files Available to Members
  • Customized Data Sorting
  • Research Committee Participation
Networking and Communication

Networking & Communication

  • Networking with Other Members
  • Quarterly Newsletters
  • Customized Member Presentations

OUR EXECUTIVE TEAM

Dr. Liz Thach, MW

President

Dr. Liz Thach, MWDr. Liz Thach, MW, has been conducting wine market research for more than 20 years as a Professor, Research Writer and Consultant based in Napa and Sonoma, California. Liz is considered to be one of the U.S.’s leading wine experts, and has visited most of the major wine regions of the world and over 75 countries. She teaches wine classes at Stanford Continuing Education, Burgundy School of Business, and Sonoma State University, and has published over 300 articles and 9 books, including Call of the VineBest Practices in Global Wine Tourism and Wine Marketing & Sales. She frequently publishes in Forbes, Wine Business Monthly, Wine Spectator, and The Somm Journal, amongst others. In addition, she serves as a wine judge and on several non-profit boards. A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain. Liz obtained the distinction of Master of Wine (MW) in May of 2011, becoming the first female MW from California.

Christian Miller

Director of Research

Christian MillerChristian Miller has worked in market research, brand and category management for over two decades. He is the proprietor of Full Glass Research, which provides market research and industry analysis for food and beverage producers and marketers.

An original member of the WMC Research Committee, he also helped launch the Wine Opinions consumer and trade panels, and is currently head instructor of the UC Davis OIV Wine Marketing course. Christian’s wine industry experience includes work at wineries, retailers, restaurants, an importer and a négociant. He has marketed wine brands ranging from a few thousand cases to over a million, giving him a broad view of the industry. Christian holds a BA degree in Economics from Franklin & Marshall College and an MBA from the Johnson School of Management, Cornell University.

You can become a member too!

Wine Market Council has been tracking annual wine consumer attitudes and behaviors for two decades, providing its members with consumer research that is helpful to their day-to-day business. Become a member for full, unlimited report access.

Testimonials

“WMC studies allow us to understand expectations and developments in wine consumption in the USA. They are very important for us to adapt our marketing strategy.”

“As a marketing executive I frequently use WMC data in my presentations to the Board.  It is well respected and helps to support new brand campaigns we are considering.”

“WMC’s rich deep dive into the multicultural consumer was essential to defining our go forward plan for the next generation of wine drinkers.”

“WMC provided the data to validate my value proposition and marketing tactics.”

“Wine Tourism is a key element of our region’s DTC Efforts, so we had WMC’s President present at our Annual Industry Conference on the results ‘The Outlook for Wine Tourism and DTC Sales,’ it was eye opening for our industry members that they need adjust their marketing to attract more multi-cultural wine tourists to our State.”

“The WMC research program offers an invaluable  global perspective on the evolutions of the market and its trends.”

“The information and reports from WMC is typically the base of our marketing recommendations to clients. It helps us make sure our targeting and messages are on point.”

OUR CURRENT RESEARCH

2024 Research Studies

2024 Research Studies

WMC’S approved 2024 research studies include “How to Better Engage Young Adults and Multicultural Consumers with Wine,” and a “DTC/Wine Club Consumer Benchmark Survey.”

2023 U.S. Wine Consumer Benchmark Segmentation Study

2023 U.S. Wine Consumer Benchmark Segmentation Report

A comprehensive analysis of the demographics, attitudes, and purchasing habits of U.S. wine consumers, conducted every 2 years.

Wine Category Shifting Study

Wine Category Shifting Report

Household panel and survey data on U.S. consumers describing if and how they are shifting from wine to other beverage categories and/or cannabis; and the reasons for shift, such as inflation, wellness, or other reasons.

High-End Wine Consumer Study

High-End Wine Consumer Report

Interview and survey data from U.S. consumers who regularly spend $20 or more on a bottle of wine, analyzing their motivations, occasions for use and how they were introduced to wine, and more.

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