...says wine is confusing!
This is a continuation of Constellation Brand's "Wine Genome Project". Its been going on for over 18 months. Lofty title and some fairly predictable results, but the breakdowns by segment are interesting:
New Wine Study...
- Reply by kiwisteve, Mar 11, 2008.
Interesting article. And it is only a 1/3rd of consumers who have around 50% of the purchases.
- Reply by Mark Angelillo, Mar 11, 2008.
It could probably even out a bit more if some of the overwhelmed users were converted. I think the article makes a similar point.
- Reply by Chris Carpita, Mar 12, 2008.
I wonder how many wine stores market to the "image-seeking" population, given that it makes up 25% of their business. I don't agree with that view of wine, but it seems like there is a lot of profit to be made in that segment.
- Reply by gr, Mar 12, 2008.
@ccarpita: One of the few reasons I'm glad to be subject to the PLCB is that I'm in a major urban area where wine/liquor stores don't choose their stock by what the image-conscious customers want. Having shopped for wine in each, I'm pretty sure that the average wine store caters to exactly that public in all of NYC (Manhattan and Brooklyn), DC, Boston, Chicago, St. Louis, Los Angeles, and San Francisco.
Come to think of it, when it really comes down to it, the State stores in Center City Philadelphia cater to that audience too...
So, um, don't wonder: they're all doing it.