Napa, CA — [Jan. 7, 2025] — The Wine Market Council (WMC) will host a special webinar on January 21 (11am PST) to present findings from its latest national research study, Wine & Wellness: Consumer Perceptions of Wine as It Relates to Health and Wellness. The webinar is open to WMC members and media.
The study surveyed more than 1,500 U.S. consumers to better understand evolving attitudes toward wine in the context of health and wellness—an increasingly important topic as many consumers reassess alcohol consumption following the COVID-19 pandemic.
“Our members identified wellness as a critical area for research, given the growing number of issues influencing consumer perceptions,” said Liz Thach, MW, President of Wine Market Council. “These include the rise of weight-loss drugs such as Ozempic, the growth of THC-infused beverages, World Health Organization announcements, ingredient and nutrition labeling, no- and low-alcohol wines, and other related trends.”
The survey sample was representative of the U.S. adult population, and included consumers from all 50 states. It was balanced to the U.S. census for age, income, education, gender, and ethnicity.
“Previous WMC studies have indicated there are differences in how younger, middle-aged, and older consumers receive and focus on health or wellness issues in general,” said Christian Miller, Research Director at Wine Market Council.
“This research takes a deeper dive into the different variables and components shaping perceptions of wine and wellness, ranging from news and meme retention to diet concerns to perceived impacts on both medical and personal well-being. We will also have some comparative data for cannabis drinks and other beverage alcohol categories,” Miller added.
Joining Thach and Miller as a guest speaker will be Rebecca Hopkins, wine marketing executive and founder of A Balanced Glass. With more than 25 years of experience, Hopkins has led communications for leading importers and producers, including Folio Fine Wine Partners and Constellation Brands. Since 2018, she has run A Balanced Glass, a global online community dedicated to supporting the health and wellbeing of wine professionals.”
“Rebecca’s expertise makes her an ideal contributor to this discussion,” said Thach. “She will offer valuable perspective on the study findings and share practical action steps wineries can take to better address evolving consumer needs.”
Key topics explored in the study include:
- Consumer perceptions of health and wellness impacts across beverage alcohol categories
- The role of wine in dietary, physical, and psychological wellness
- Trial, usage, and perceptions of non-alcohol and low-alcohol beverage options
- Preferences for alcohol, ingredient, and production information on labels
- Usage and impact of GLP-1 weight-loss drugs
- Usage and impact of cannabis- and hemp-derived beverages
- Awareness and influence of major health and wellness news, stories, and social media trends
- Segment analysis by gender, generation, ethnicity, and consumption frequency
For more information about the study or webinar, contact the Wine Market Council at .
The webinar is open to Wine Market Council members and the press. Non-members interested in joining WMC may apply at:
https://winemarketcouncil.com/members-only/membership-application/
As a non-profit organization, Wine Market Council offers membership at affordable rates to support wine businesses of all sizes.
About Wine Market Council
Wine Market Council is a non-profit organization, established in 1996, and is powered by members with an interest in advancing the U.S. wine market and industry. The mission of WMC is “to conduct forward-looking market research on U.S. wine consumer buying habits, attitudes and trends.’
Membership benefits include access to cutting-edge research on the U.S. wine consumer, along with member webinars, newsletters, access to data files and statistics, and complimentary attendance at our annual research conference. Membership starts as low as $400 per year for access to webinars and reports – depending on the size of your organization. Members include wineries, distributors, growers, importers, regional, national, and international trade associations, and affiliates. For more information on membership and costs, please see https://winemarketcouncil.com/join/.