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

Wine Market Council has released the 2021-22 Wine Market Council Benchmark Segmentation Study, our core product, and the largest and most consistent consumer survey of total wine consumers available in our industry.

The purpose of the Benchmark Study is to provide WMC members with authoritative data on who in America is drinking what and how frequently, with detail on shopping by channel and price point, types of wine consumed or purchased, interaction with other drinks and demographics of the various consumer segments.

One area covered in the study is the overlap of wine with other types of drinks. As the chart below demonstrates, the majority of wine drinkers drink at least one other form of beverage alcohol. A large minority of them consume products that don’t fit into the “big three” categories of beer, wine or spirits. While Hard Seltzer has gotten much of the publicity, wine-related drinks such as Sangria, spritzers and fruit-infused wines are actually more popular among wine drinkers.

2022 Benchmark survey graph

Consumption of these drinks skewed younger, peaking among those aged 30-39. Black and Hispanic consumers also indexed high for wine-related drinks. Perhaps surprising to some, high end wine consumers (who purchase $20+ wines at least monthly) were also more likely than the average wine drinker to consume them, at least every 2-3 months.

WMC members can now access the full report from the Member Resources page after logging in with your company’s credentials.


From Wednesday, September 7, 2022

What Hispanic & African American Consumers are Telling Us About Wine, Part 2

Hosted by Wine Market Council President, Dale Stratton, and Christian Miller, WMC Director of Research

Wine Market Council’s second webinar on developing a more diverse consumer base for the wine industry focused on the qualitative phase of our research.  Our panel included Mike Lakusta, CEO and a founding partner of the research firm EthniFacts LLC, as well as Regine Rousseau and Adrienne Pulido, who executed the interviews in the research.

Visit our Events page for more details on the webinar panelists.

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