Wine has a Relevance Problem, Not an Image Problem

Dear Client:  A commonly held belief is that consumers shy away from the wine category because it can be too stuffy and pretentious and thus, less approachable. But a new national study conducted by Wine Market Council (WMC) in collaboration with market research firm Material shows wine's image isn't the issue.  Indeed, "wine may not have as much of an image problem as it does a relevance problem," said newly-appointed WMC president Michelle Egan during a webinar last week presenting