The Search for New Wine Consumers: Marketing Focus on Consumer LifeStyle or LifeCycle

Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created - through lifestyle choices or via lifecycle maturity. Qualitative research with a quota sample of American wine drinkers suggests that lifestyle choice is the more reliable source f...

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Bibliographic Details
Published in:International journal of wine business research 2004-03, Vol.16 (3), p.44-57
Main Authors: Thach, Elizabeth C, Olsen, Janeen E
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Consumption
Councils
Families & family life
Interviews
Life cycles
lifecycle
lifestyle
Lifestyles
Marketing
marketing tactics
Qualitative research
Quantitative research
Research design
Research methodology
Studies
Wine consumer behaviour
Wines
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Summary:Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created - through lifestyle choices or via lifecycle maturity. Qualitative research with a quota sample of American wine drinkers suggests that lifestyle choice is the more reliable source for new wine consumers. Based on the research results, several wine lifestyle options are identified and described. In addition, suggestions for further quantitative research models are recommended, as well as marketing strategics to capitalise on the wine lifestyle selections.
ISSN:0954-7541
1751-1062
1758-6747
1751-1070
DOI:10.1108/eb008778