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Market segment analysis to target young adult wine drinkers

Author

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  • Elizabeth C. Thach

    (School of Business and Economics, Sonoma State University, 1801 E. Cotati Ave., Rohnert Park, CA 94928)

  • Janeen E. Olsen

    (School of Business and Economics, Sonoma State University, 1801 E. Cotati Ave., Rohnert Park, CA 94928)

Abstract

Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others. In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power. For the wine industry, this group currently fits the legal drinking age range of 21 to 28. This empirical study describes the perceptions and attitudes of 108 Millennials regarding wine and what the wine industry can do to better market to them in a responsible manner. Results indicate that there is a need for greater wine advertising to this group utilizing fun, social, and relaxed settings; more innovative packaging and labels; a focus on “value” wines; as well as taste enhancements and environmental emphasis. [EconLit citations: M310]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 307-322, 2006.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:agribz:v:22:y:2006:i:3:p:307-322
    DOI: 10.1002/agr.20088
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    Cited by:

    1. Koon Vui-Yee & Khoo Paggy, 2020. "The Effect of Work Fulfilment on Job Characteristics and Employee Retention: Gen Y Employees," Global Business Review, International Management Institute, vol. 21(2), pages 313-327, April.
    2. Bruwer, Johan & Lesschaeve, Isabelle & Campbell, Benjamin L., 2012. "Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 45-58.
    3. Johnson, Matthew D. & Huysman, Allison E. & St. George, Dane A. & Kammerichs-Berke, Deven & Carlino, Jaime E. & Estes, Brooks R., 2022. "Wine and Wildlife: An Exploratory Study of the Depiction of Animals on Wine Labels Available in the United States," Journal of Food Distribution Research, Food Distribution Research Society, vol. 53(3), November.
    4. 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.
    5. Radovanović Vladimir & Đorđević Dejan Ž. & Petrović Jelena, 2017. "Wine Marketing: Impact of Demographic Factors of Serbian Consumers On the Choice of Wine," Economic Themes, Sciendo, vol. 55(2), pages 199-215, June.
    6. Jingjing Wang & Chengyan Yue & Karina Gallardo & Vicki McCracken & James Luby & Jim McFerson, 2017. "What Consumers Are Looking for in Strawberries: Implications from Market Segmentation Analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 33(1), pages 56-69, January.
    7. MacDonald, Jasmine B. & Saliba, Anthony J. & Bruwer, Johan, 2013. "Wine choice and drivers of consumption explored in relation to generational cohorts and methodology," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 349-357.
    8. Woods, Timothy A. & Deng, Xueting & Nogueira, Lia & Yang, Shang-Ho, 2015. "Local Wine Expenditure Determinants in the Northern Appalachian States," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(2), pages 1-21, July.
    9. Francesca Bassi & Fulvia Pennoni & Luca Rossetto, 2020. "The Italian market of sparkling wines: Latent variable models for brand positioning, customer loyalty, and transitions across brands' preferences," Agribusiness, John Wiley & Sons, Ltd., vol. 36(4), pages 542-567, October.
    10. Boonsaeng, Tullaya & Murova, Olga & Velikova, Natalia, 2023. "A Comparative Analysis of Changes in Consumers’ Perceptions and Attitudes toward Local Wines in an Emerging Wine Region," Journal of Food Distribution Research, Food Distribution Research Society, vol. 54(2), July.
    11. Salois, Matthew J. & Reilly, Amber, 2014. "Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162592, Southern Agricultural Economics Association.
    12. Serafín Cruces-Montes & Alberto Paramio & Diego Gómez-Carmona & Antonio Zayas, 2023. "Wine Attitude Scale for Consumer Research (WASCR): Scale Development and Validation in Spanish Population," SAGE Open, , vol. 13(4), pages 21582440231, December.
    13. Ivana Alpeza & Ivan Nižić & Zrinka Lukač, 2023. "What Influences Croatian Consumers’ Wine Choice?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 41-56.
    14. Eric Le Fur & Jean-Francois Outreville, 2022. "The Willingness to Pay for Cider Products: Results of a Survey on Habits and Consumption Behavior," Post-Print hal-03932088, HAL.
    15. Katharina Hauck & Gergely Szolnoki, 2020. "German Consumers’ Perceptions of Organic Wine—A Qualitative Approach," Sustainability, MDPI, vol. 12(18), pages 1-16, September.

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