Research

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

Nicole Bierig, Southern Glazer’s Wine & Spirits
Danny Brager, Nielsen
Karen Daenen, Jackson Family Wines
Patrick Kozell, Ste. Michelle Wine Estates
Angela Slade, Pacific Highway Wines & Spirits
Hugh Tietjen, Wine Communications Group
Debby Wang, Breakthru Beverage Group
Kevin Webster, Constellation Brands
Damien Wilson, Wine Business Institute at Sonoma State University

In addition, Wine Market Council formed a partnership with the Wine Business Institute, a research and education institute of the School of Business and Economics at Sonoma State University in 2016. This relationship adds an academic perspective to Wine Market Council’s research and industry insights. Through this partnership, Wine Market Council research committee member and the Wine Business Institute’s Hamel Family Faculty Chair in Wine Business, Damien Wilson, advises Wine Market Council on methodology, research topics, as well as contributes knowledge of other industry data sources.

March 2018
The Changing World of Retail Wine Shopping Survey

An investigation into how consumers are navigating an increasingly fragmented market, and their interest in the many new ways to buy wine at retail. Topics explored to include promotional effectiveness, consumer awareness and acceptance of private and exclusive labels, and how retailers are effectively reaching consumers off-premise.

April 2018
The Journey from Discovery to Repeat Purchase

A qualitative examination of the path from initial trial to regular consumption. How do high frequency wine consumers adopt new wines? What is the role of promotions, social media, personal relationships, company “stories,” the media and other available information?

April 2018
“Social Consciousness” Marketing

A qualitative look at why some consumers embrace organic/sustainably/biodynamically produced wine, and others don’t; the degree of consumer confusion about these terms, and how these production and growing methods are perceived in terms of quality and value