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Wine Market Will Be Shaped By New Segments
- Convenience Store News, Tuesday, June 24, 2014 9:45 AM
Three emerging consumer segments comprise more than half of the wine-drinking population in the United States, per Project Genome, The Evolution of the Wine Consumer, a study conducted by Constellation Brands. "Engaged Newcomers" are 12% of wine consumers, young, new to the category and interested in learning more. "Everyday Loyals" constitute 20% of wine consumers, and drink wine as part of their regular routine and are brand loyal. Price Driven consumers account for 21% of wine drinkers.
