Market segment analysis to target young adult wine drinkers

Article Abstract:

An empirical study was conducted in the US on wine lifestyle themes to evaluate the perceptions and attitudes of 108 Millennials (born between 1977 and 2000) regarding wine and what the wine industry can do to better market to them in a responsible manner. Results indicated that greater wine advertising was needed for this group, utilizing fun, social and relaxed setting, more innovative packaging and labels.

United States, Targets & Markets, Economic aspects, Target marketing

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Australian wines in the British wine market: A hedonic price analysis

Article Abstract:

More aggressive marketing, together with a more distinct and recognizable labeling scheme, are often regarded as the keys to the marketing success of the New World wines sold in European countries. Although many grape varieties are given a highly distinct valuation by market participants, the studies suggest that consumers consider regions jointly with grape wines as proxies for brands.

Australia, Marketing, Company marketing practices

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Spanish wine consumer behavior: A choice experiment approach

Article Abstract:

A study examines Spanish designation of origin (DO) wine consumer behavior by the use of a choice experiment technique based on the four attributes that include designation of origin, price, wine aging, and grape variety. Empirical results indicated the importance of DO and wine aging attributes on wine selection.

Production data, Spain, Customer relations

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