Identifying the groups of US wine drinkers

The US is the most important wine market in the world, with 84 million regular wine drinkers. But all consumers are different. In its US Portraits 2018, Wine Intelligence tries to define six distinct consumer segments.

Engaged Explorers: one of the younger segments. They are the most frequent wine drinkers and the highest spenders, buying from a broad range of wine styles, countries, and regions. This is the group most willing to experiment, actively seeking opportunities to build wine experiences.

Premium Brand Suburbans: middle-aged and older, they are frequent wine drinkers, yet amongst the lowest spenders per bottle. They stick to the wines and brands they know. Their category experience leads them to have the highest wine knowledge of all segments.

Contented Treaters: Middle-aged and older affluent drinkers who are high spenders on wine, yet enjoy wine relatively infrequently. Knowledgeable and involved, they enjoy a broad range of wine types and styles, and are often influenced by a wine’s origin.

Social Newbies: this is the youngest wine-drinking segment. They drink wine twice a week on average and are medium spenders, with wine not yet fully integrated into their lives. They have only limited wine category knowledge and rely heavily on recommendations when buying it.

Senior Bargain Hunters: the least frequent wine drinkers, and among the oldest. Time spent in the category has led to relatively strong wine knowledge, but they still purchase from a narrow repertoire of wine styles and brands, being strongly value-driven.

Kitchen Casuals: also mostly older people. They are infrequent wine drinkers, with very few consuming wine on-premises. They show only limited interest in wine categories, sticking to the narrow range of wines they know.