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Market segment analysis to target young adult wine drinkers


  • 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)


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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    1. repec:eee:joreco:v:19:y:2012:i:1:p:45-58 is not listed on IDEAS
    2. 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 (IFAMA), vol. 18(4).
    3. repec:eee:joreco:v:20:y:2013:i:3:p:349-357 is not listed on IDEAS
    4. 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), July.
    5. 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.

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