Wine Market Council has designed its programs to be synergistic. Using the Council’s consumer research studies as a foundation, its public relations plan, Internet programs, merchandising program and advertising campaign work together to strengthen demand for wine in the U.S. for the benefit of the industry as a whole. Wine Market Council’s programs reach out to marginal wine consumers (those who drink wine less often than weekly) with the goal of shifting their attitudes toward wine so that wine can become for them a more common, casual, everyday enjoyment. The Council’s programs are all essential components in accomplishing the mission of broadening and strengthening the consumer base of the U.S. wine market.