Wine Market Council has been tracking wine consumer attitudes and behaviors for more than two decades, providing its members with quantitative and qualitative research of value in planning and conducting their ongoing business initiatives.

Wine Market Council’s research committee drives the focus of the council’s research program, each year choosing to conduct studies on timely wine trade and consumer issues. The resulting wide spectrum of data and reporting is proprietary to Wine Market Council members.

Wine Market Council Research Committee Members

Led by Christian Miller, Director of Research

Connor Best, Napa Valley Vintners
Danny Brager, Brager Beverage Alcohol Consulting
Karen Daenen, Jackson Family Wines
Celine Fauveau, Oregon Wine Board
Jim Hallenbeck, RNDC
Peter Hofherr, Missouri Wine & Grape Board
Thomas McDevitt, Southern Glazer’s Wine & Spirits
Leslie Miller, Visit Napa Valley
Angela Shih, Treasury Wine Estates
Hugh Tietjen, Wine Communications Group
Damien Wilson, Wine Business Institute at Sonoma State University


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  • 2024 Category Shifting and Wine Consumption
  • 2024 Double Feature WMC Research Webinar: Wine Category Shifting Part 2 & What Young Adults Want from the Alcohol Industry
  • 2023 High-End Consumer Report Part 1 – Interview Results
  • 2023 High-End Consumer Report Part 2 – Survey Results
  • 2023 The Shifting Wine Consumer, Insights from Current WMC Research
  • 2023 Wine Category Pulse Check
  • 2023 The Outlook for Wine Tourism and Its Impact on DTC Sales
  • 2022 What Consumers Think About Ingredient and Nutrition Labels Wine
  • 2022 What Hispanic & African American Consumers are Telling Us About Wine, Part 2
  • 2022 Recording E-Commerce Webinar Spring
  • 2022 The Big Picture – Results from the 2021 Benchmark Study
  • 2022 Recording Hispanic-Black-Asian-American Consumer Webinar Winter
  • 2022 WMC Ingredients & Nutrition Labeling Research
  • 2022 WMC Trade Survey November
  • 2021-22 WMC Benchmark Segmentation Study
  • 2021 Wine Market Council Multicultural Study
  • 2021 Trade Survey on Current Issues
  • 2021 Beverage Alcohol Category Trends
  • 2021 Wine & Wellness Lifestyles
  • 2020 Wine Market Council Communications Study
  • 2020 Consumer Beverage Choice: An Investigation into the Role of Wine Packaging & Occasions
  • 2019 Wine Intelligence Report on Consumer Attitudes to Health and Wellness
  • 2019 WMC Benchmark Segmentation Study
  • 2019 Wine & Other Alcohol Consumption Among U.S. Wine Consumers Aged 55+
  • 2019 Wine & Other Alcohol Consumption Among 21-29 Year Old U.S. Wine Consumers
  • 2019 On-Premise Consumer and GuildSomm Trade Survey Report
  • 2019 Wine Market Council On-Premise Consumer & GuildSomm Trade Survey Summary
  • 2019 Consumer Online & Direct Wine Purchasing