An Occasion-Based Segmentation Approach to the Wine Market in Denmark

This paper presents the results of a survey on wine consumption in the town of Odense in Denmark that is representative of wine consumption trends in northern Europe. The analysis was carried out using an occasion-based approach applied to six different consumption occasions during meals and outside mealtimes. The survey was carried on a representative sample of 207 families. The paper highlights the most relevant segmentation factors for each consumption occasion and defines multi-occasion consumption profiles from which three marketing strategies levels can be derived.