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The Wine Market Council’s Recent Consumer and Wine Research

The Wine Market Council website provides some interesting information about consumers and their wine drinking habits. To read the entire report one must be a member of the Wine Market Council. However, the website offers some detailed information about the results that anyone can access. Anyone who enjoys wine will be interested in some of the statistics presented. Those who do not drink wine, may also be interested in the information if they are wondering why people are drinking wine or why those who enjoy wine are concerned about wine shipping.

The consumer research summary can be found at www.winemarketcouncil.com/research_summary.asp. In addition,The Wine Market Council website provides a slide presentation at http://www.winemarketcouncil.com/research_data.asp.

Here are a few tidbits of information from the Wine Market Council’s website.

  • Table wine consumption continues to be consistent since 2008 with a slight rise of .9 percent by 2010
  • Between 2000 and 2010, case consumption increased by 71 million cases.
  • Millennials, Generation X and Baby Boomers are all playing an important role in the consumption of wine.

I found the slide presentation interesting and found the slides Reasons “Drinking More Wine” – Youngest vs. Oldest and Reasons “Drinking Less Wine” – Youngest vs. Oldest to be very revealing. These two slides contrast the Youngest Boomers and the Oldest Boomers.

Slide 10 shows that the Youngest Boomers are drinking more wine because they enjoy the taste, health issues, more social situations and meals/entertaining with wine. The Oldest Boomers are drinking more wine for health/health-related reasons, they have more time, drinking wine with meals/entertaining and enjoying the taste of wine.

Slide 11 notes that the reason Youngest Boomerss are drinking less wine because of the economy/tight finances, changing social situations (presence of kids), health related issues and changing tastes. On the other hand the Oldest Boomers are drinking less because of the economy/tight finances, health issues, changing social situations/habits of friends and finally changing tastes etc.

Wineries can produce the best wines in the world but if people don’t know about it, it is not going to sell. A website like The Wine Marketing Council provides a service to wineries by continuing research. It also provides informative information for anyone interested in wine.

Cheers! Kathy

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