U.S. wine market research and insights

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Wine Market Council is the leader in forward looking market research on U.S. wine consumer buying habits, attitudes and trends.

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From Our Research

In November, we completed a survey of 542 members of the Wine Opinions Trade Panel on current business conditions and expectations for 2022. While our research is normally focused on the consumer, we felt a project focused on the trade was useful at this time because:

  1. Conditions had changed so much and were shifting again, i.e. the way in which the consumer encounters and acquires wine in the marketplace.
  2. The major concerns of the trade could provide future issues and hypotheses to test for consumer research in 2022.

We asked about business conditions and inventory during the pandemic, expectations for 2022 in terms of purchasing and category trends, adoption of B2B purchasing technology and which categories of product they were optimistic or pessimistic about.

Here’s an example from the report. We asked importers, distributors and on/off-premise retail whether they expected to increase or reduce the number of items in various categories in 2022. The following chart summarizes the results.

Overall in most cases “stay the same” is ahead, but it’s notable that in most categories, increase is far ahead of decrease. This suggests most of the inventory pruning or SKU reduction from the pandemic has already taken place.


Thursday, February 3, 2022 at 10:00 AM Pacific Time

What Hispanic, Black and Asian-American Consumers Are Telling Us About Wine

Over the past few years, there has been growing concern among WMC members that wine was insufficiently engaging certain ethnic segments of the population. People of color are under-represented in many sections of the industry, and some data has shown lower per capita spending and consumption of wine vs. other beverage categories.

The WMC research committee approved an in-depth study to provide benchmark numbers on the self-reported purchasing and consumption of wine among three groups: Hispanic-Americans, Black Americans and Asian-Americans. The quantitative phase has been completed; a survey of 850 Hispanic, 400 non-Hispanic Black and 350 Asian-Americans carried out by Ethnifacts, a specialist market research company based in Texas.

The survey measured self-reported consumption and shopping habits, as well as perceptions of wine and wine-appropriate occasions, circumstances of trying or adopting wine, preferences by basic wine types, and sources of information.

Please join us for this webinar, which will present some of the more important findings and a discussion of wine’s potential for greater engagement in these populations. With us will be Mike Lakusta, CEO and Founding Partner of Ethnifacts and another guest commentator to be announced.

A question-and-answer session will follow the presentations.

Email Sherri Fidel at admin@winemarketcouncil.com for a link to register for the webinar.

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