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Upcoming Event: Webinar on How to Reduce Consumers Barriers to Purchasing Wine - July 2025

Thanks for your interest in registering for our upcoming Wine Market Council Event. Our events are offered several times a year on a complimentary basis for WMC members. If you are not yet a member, please consider JOINING – annual dues start as low as $400, based on company size and type. If you are a member and need help registering, please contact .

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 CURRENT RESEARCH

2025 Research Studies

2024 Research Studies

WMC’S approved 2025 research studies include the Eco-Friendly Wine Study, Reducing Barriers to Entry Study, Dietary Wellness Study, and the 2025/2026 WMC U.S. Consumer Benchmark Segmentation Survey. 

2023/2024 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. The 2023/2024 study included 4,770 adults.

2024 Wine Club/DTC Consumer Study

A study analyzing the perceptions of more than 9,000 wine club members across the nation regarding what they like and areas for improvement in wine club and DTC operations.

2024 Young Adult & Multicultural Consumer Study

Includes 46 hours of videotaped shop-alongs with 27 young adult and multicultural consumers regarding their experiences shopping for wine on & off-premise. Followed by a national survey (n = 1816) on what they like and dislike about wine, along with industry recommendations.

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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.”

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.

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