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
Teresa Wall, Napa Valley Vintners
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.

August 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.

September 2018
Annual ORC Segmentation Survey

Set of presentation-ready PowerPoint slides based on the results of the Wine Market Council annual segmentation study fielded through ORC International.

November 2018
Winery Experience/DTC

An investigation of the online and in-person DtC experience from the perspective of the consumer to learn more about what aspects of the winery and DtC purchase experience drive consumers to choose and purchase one brand over another.