How to Engage the “Wine Hesitant” Consumer

Dear Client: Wine Market Council (WMC) is digging into how to best appeal to the "wine-hesitant" consumer– people who drink wine, but tend to choose other bev alc when they're in the on-premise or stocking their home bar. The organization unveiled the second part of its two-part study investigating how to best appeal to those consumers in a recent webinar.  Recall, part one of WMC's study, conducted by Vista Grande, interviewed 50 gen Z and millennial consumers and conducted "shop-alongs"