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Who is Drinking Wine in the United States? The Demographic and Socio-Economic Profile of U.S. Wine Consumers (1972-2012)

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  • Villanueva, Emiliano C.
  • Castillo-Valero, Juan Sebastián
  • García-Cortijo, Mª Carmen

Abstract

This article presents a historical, empirical, and econometric description of American wine consumers’ demographic and socioeconomic characteristics (1972-2012). By the application of a general demand model that specifies the years of change in the structure of wine consumption in the U.S., it is shown that the evolution of wine consumption in the U.S. between 1972 and 2012 has three distinct stages; a first stage of growing wine consumption, a second stage of decline of wine consumption, and a third stage of recovery and substantial growth of wine consumption. With a model identifying the demographic and socioeconomic profile of the average American wine consumer for those years, it was then discovered that wine used to be a product associated with higher income, higher education level consumers; and it is now described as a product consumed by the younger generation, married people, and women.

Suggested Citation

  • Villanueva, Emiliano C. & Castillo-Valero, Juan Sebastián & García-Cortijo, Mª Carmen, 2015. "Who is Drinking Wine in the United States? The Demographic and Socio-Economic Profile of U.S. Wine Consumers (1972-2012)," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(4), pages 1-22, November.
    • Handle: RePEc:ags:ifaamr:211653
    DOI: 10.22004/ag.econ.211653
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    References listed on IDEAS

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    1. Joshua Aizenman & Eileen Brooks, 2008. "Globalization and Taste Convergence: the Cases of Wine and Beer," Review of International Economics, Wiley Blackwell, vol. 16(2), pages 217-233, May.
    2. Craig A. Gallet, 2007. "The demand for alcohol: a meta-analysis of elasticities," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 51(2), pages 121-135, June.
    3. Elizabeth C. Thach & Janeen E. Olsen, 2006. "Market segment analysis to target young adult wine drinkers," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 307-322.
    4. Abdoul G. Sam & Stanley R. Thompson, 2012. "Country of origin advertising and US demand of imported wine: an empirical analysis," Applied Economics Letters, Taylor & Francis Journals, vol. 19(18), pages 1871-1877, December.
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    Cited by:

    1. Jenni Soo-Hee Lee & Dan McCole & Don Holecek, 2020. "Exploring Winery Visitors in the Emerging Wine Regions of the North Central United States," Sustainability, MDPI, vol. 12(4), pages 1-19, February.

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