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Research

Wine Market Council has been tracking U.S. wine consumer attitudes and behaviors since 1996, 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.

U.S. Wine Research Studies

2024 Research Studies

  • 2024 in Progress – Study on Attracting More Young Adults and Multicultural Consumers to Wine
  • 2024 in Progress – DTC/Wine Club Consumer Benchmark Study

Research Archives (1997 to 2018)

To request data, please click here to email our team.

2019-2023 Research

  • 2023 BENCHMARK SEGMENTATION STUDY
  • 2023 Category Shifting and Wine Consumption Study
  • 2023 High-End Consumer Study Part 1 – Interview Results
  • 2023 High-End Consumer Study Part 2 – Survey Results
  • 2022 Ingredients & Nutrition Labeling Study
  • 2022 Study on Viewpoints of the Wine Trade
  • 2022 Multicultural Qualitative Wine Study
  • 2021 BENCHMARK SEGMENTATION STUDY
  • 2021 Multiethnic Populations Study
  • 2021 Study on Perceptions of the Wine Trade
  • 2020 Wine Wellness Perceptions & Lifestyles Study
  • 2020 Communications & Information Sources Consumer Study
  • 2020 Wine Packaging + Occasions Consumer Study
  • 2019 Green (Sustainable & Organic) Wines & Better For You Wines Study
  • 2019 BENCHMARK SEGMENTATION STUDY
  • 2019 Wine vs. Other Drinks Older Consumers Study
  • 2019 Wine vs Other Drinks Under 30 Consumer Study
  • 2019 On-Premise Trends & Behavior Study
  • 2019 Consumer Online & Direct Purchasing Study

Research Committee

Led by Christian Miller, Director of Research
Connor Best, Napa Valley Vintners
Danny Brager, Brager Beverage Alcohol Consulting
Karen Daenen, Jackson Family Wines
Leslie Wood, St. Michelle Wine Estates
Christine Mahaffy, 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

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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