In 1994, the Wine Market Council commissioned the first consumer survey to study the attitudes and behaviors of wine drinkers. The study was conducted by Merrill Research and was repeated in 1997, 2000, and 2003. Beginning in 2005, the Merrill study became an annual Wine Market Council project. Numerous focus groups consisting of core and marginal wine consumers segmented by age and gender have also been conducted over the years. This qualitative work has helped us to delve into the underlying attitudes and perceptions of these wine consumers.
Each year, Wine Market Council places increased focus on timely issues in the industry, for example, emerging consumer segments such as Millennial generation young adults, wine purchase behavior and the changing economy, direct sales, and Baby Boomer wine consumers.
An excerpt of the results of the 2010 consumer tracking study can be found in our Consumer Research Summary.
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