Dec. 10, 2024 – Napa Valley, California — After months of planning and data collection, Wine Market Council announces a special webinar for members and media on the “Results of National Survey on What Young Adult and Multicultural Consumers Want from the Wine Industry.” The webinar is scheduled for Tuesday, Dec. 17 from 10am to 11am, PST.
For many years, the wine industry has struggled to connect with young adult and multicultural consumers. Now the results of this new national study will shed some light on specific actions wine businesses can take to build new relationships with these elusive segments – and some of the findings may surprise you.
The national survey included a representative sample of over 1,500 consumers. The purpose of the survey was to test the validity of many learnings from the qualitative wine shop-along study conducted earlier in the year, and to measure how prevalent they are in the population aged 21-39. The survey also dove more deeply into other critical issues, including the following topics to be discussed in this webinar:
- Health perceptions of wine and awareness of recent positive and negative press about wine and alcoholic beverage consumption
- Attitudes toward wine vs. other beverage choices and how these vary by occasion and who they are drinking with
- Perceptions of alcohol levels in wine and other beverages. Is it a factor and how is this relevant to choice and consumption?
- Understanding the purchase journey and process from awareness to consideration, purchase influencers, brand loyalty, and finally advocacy. How does this differ at retail vs. online and on premise?
- Is wine marketing relevant to their age and culture? What can be done to better connect with them and what they’d like to see more of from wine marketers
- Can wine be made more exciting and what descriptors would be most attractive?
- What influencers are most relevant to them and who are they listening to for advice?
- Are non-alcoholic alternative beverages and cannabis having an effect on their wine consumption?
- What are the biggest barriers for non-wine adopters and how can they be overcome?
Guest speakers, Mike Lakusta, EthniFacts CEO, and David Aikens, former Director of Multicultural Marketing for Bacardi, will present the research findings, with WMC President, Liz Thach, MW, and WMC Research Director, Christian Miller, serving as moderators.
Not a Member of Wine Market Council Yet?
If you are interested in this study, and not yet a member of Wine Market Council (WMC), we encourage you to explore the benefits of membership. As a non-profit organization, established in 1996, we are powered by members with an interest in advancing the U.S. wine market and industry. The mission of WMC is “to conduct forward-looking market research on U.S. wine consumer buying habits, attitudes and trends.’
Membership benefits include access to cutting-edge research on the U.S. wine consumer, along with member webinars, newsletters, access to data files and statistics, and complimentary attendance at our annual research conference. Membership starts as low as $400 per year for access to webinars and reports, and as low as $1000 per year including data files – depending on the size of your organization. Members include wineries, distributors, growers, importers, regional, national, and international trade associations, and affiliates. For more information on membership and costs, please see https://winemarketcouncil.com/join/.
