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spend on wine 2 450x450 - Younger LDA wine drinkers in the US seek reassurance cues from wine labels

Wine category becomes more egalitarian as consumer wine knowledge declines

Consumer confidence with wine remains stable, yet consumers’ wine knowledge is steadily decreasing, new research by Wine Intelligence shows. However, these two trends are not as contradictory as they seemingly appear. In terms of global wine…
LDA drinkers in US 705x705 - Younger LDA wine drinkers in the US seek reassurance cues from wine labels

Younger LDA wine drinkers in the US seek reassurance cues from wine labels

When focusing on our target wine consumers, we often default to one of two archetypes – a younger, hip, urban dweller, typically holding down some kind of digital or creative job or, an educated, high earning, well respected, thoughtful and…