Abstract
This chapter provides an overview of consumer segmentation studies applying psychographic variables with a focus on the Australian market, and describes the identity and composition of the resulting wine consumer segments. The comparison of the studies suggests that there are 3 stable segments within the Australian domestic wine market: Connoisseurs, who are very wine knowledgeable, and wine involved; enjoyment oriented social wine drinkers, a segment that is female dominant, who enjoy wine in a social setting; and basic wine drinkers, who enjoy a glass of wine, but are not very wine knowledgeable or wine involved. In addition, selected international segmentation studies are presented to demonstrate global applicability.
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