Market segment analysis to target young adult wine drinkers

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.