New Research Reveals Emerging Consumer Segments of Wine Drinkers

In the latest phase of its "Project Genome" consumer research, Rochester, N.Y.-based Constellation Brands has identified three new emerging segments of wine drinkers based on purchase behavior, preferences and taste profiles: Engaged Newcomers, Everyday Loyals and Price Driven consumers.

Comprising more than half of the wine drinking public in the United States and Canada, these groups will have a significant influence on the future direction of the industry, according to Dale Stratton, VP of strategic insights for Constellation Brands.

"Price Driven" consumers choose wine on price, while "Everyday Loyals" become loyal to a specific label. "Engaged Newcomers," the third group, is made up of consumers who are new to the category but eager to learn.

Constellation has kept a pulse on the wine consumer for the past 10 years through Project Genome and, with this latest iteration, has created an even more detailed mosaic for deeper understanding of motivations, attitudes and behaviors that drive wine consumers today. While the original study helped change the way the industry understands and talks about wine consumers in the premium segment, this broader update also provides in-depth knowledge of the value and luxury consumer, covering all price points within the wine industry.

The study included more than 100 questions asked to 4,000 U.S. consumers and 2,946 Canadian consumers who purchase and consume wine at least once every three months. Interviews were conducted in November and December 2012 in the United States and Canada, and in February and March 2013 in Quebec.