Understanding High-End Wine Consumers: An Overview of Motivations and Behavior

Who are the U.S. consumers who regularly spend $20 or more on a bottle of wine; what motivates them to do so, and for which occasions? In this presentation, Christian Miller from the Wine Market Council (WMC) and Darcen Esau from Terroir Consulting will share the results of the WMC’s research study to better understand high-end wine consumers. The results of the study show some intriguing new information on demographics, motivations, and purchase occasions of high-end consumers. Key insights will provide some potential action items for wineries, marketers, and retailers to engage more successfully with this important segment of consumers.