Study: Addressing Wine’s Age and Diversity Problems

Dear Client:   Earlier this year, Wine Market Council (WMC) shared qualitative findings from the first part of its deep dive into young and multicultural consumers' wine purchasing behaviors, conducted in partnership with Ethnifacts [see WSD 09-27-2024]. Yesterday, they presented part two of that study in a webinar.  The second half  of the study took a much wider, more quantitative look at the topic, surveying 1,816 participants ranging from 21 to 39 years of age. Ethnifacts and WMC purposely oversampled