A PROFILE OF THE WINE CONSUMER IN CALIFORNIA

This research shows that the wine market in the United States is segmented. The demographics and wine consumption behavior of the California wine consumer differs from the national consumer. The data examined here show that the California wine consumer can be further segmented into heavy spender and lighter spender groups based on demographics and wine consumption behavior. The existence of multiple segments in the wine market indicates that separately targeted marketing campaigns may be more effective than broad marketing campaigns for wine