Wine Consumer Categories

Wine Intelligence has released a report in their US Portrait’s 2018 identifying six distinct consumer segments within the wine market of the US. Each group has different preferences, behaviours and spending patterns and the organization believes that by understanding these variations could be crucial for liquor companies. The groups identified are as follows:

Premium Brand Suburbans

These consumers are middle to older in age.
They are frequent wine drinkers.
Their age and experience contribute to an extensive wine knowledge.
They are among the lowest spenders per bottle.

Engaged Explorers

This is the smallest of the six categories.
These consumers occupy a younger demographic.
They are the most frequent wine drinkers across the six categories.
They are also the highest spenders across the variations.
They are highly experimental in their purchasing habits and constantly looking for new experiences.

Contented Treaters

These consumers are middle to older in age.
They drink wine infrequently.
They are high spenders on the wine they do select.
They are highly knowledgeable and involved in wine culture.
They enjoy a diverse range of types and styles of wine.

Senior Bargain Hunters

This is the largest of the six categories.
They are regular wine drinkers.
Their wine knowledge is extensive.
They purchase a narrow range of styles and brands.
Value is at the forefront of their expectations and requirements for purchasing.

Social Newbies

These consumers are the youngest of the six categories.
They enjoy wine but have not made it an integral part of their lifestyle.
They are mid-range spenders.
They are heavily reliant on outside recommendations for their wine purchases.

Kitchen Casuals

This is one of the oldest demographics of the six categories.
The consumers are infrequent wine drinkers.
They have a limited interest in wines and stick to what they are familiar with.