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.

September 2018
Wine Consumer Segmentation Slide Handbook

Set of presentation-ready PowerPoint slides based on the results of the 2018 Wine Market Council annual segmentation study fielded through ORC International. Includes key U.S. wine drinker segmentation data.

July 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.

May 2018
High Frequency Wine Consumer Survey: Purchase Behavior Update

An update of key measures of high frequency wine consumer purchase habits, including purchase frequency by package size and price, and purchases by origin and channel. Also includes data on wine-related social media usage.

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