Study: Following Young & Multicultural Consumers on the Wine-Buying Process

Dear Client:   How to attract more young adults and multicultural consumers to the wine category has been an important topic in the wine industry, particularly as the industry at large struggles to grow. Indeed, it was the No.1 topic requested by Wine Market Council (WMC) members, according to WMC president Liz Thach. As such, WMC partnered with EthniFacts on a two-party study to track young and multicultural consumers' wine buying journey.  Today we'll cover the first part of this