Usage rate segmentation: enriching the US wine market profile

Abstract

The purpose of this research is to enrich our knowledge of the US wine market and provide insights into how usage rate segmentation can be enhanced by select innovative perspectives of current offerings. Data were collected through a 15-minute online survey of 910 US wine drinkers randomly selected from a panel of consumers. It was found that the “super core” segment not only drank wine more frequently, but also were more likely to drink other types of alcohol presented (beer, distilled spirits, and ready-to-drink cocktails), and at a greater frequency, “at least once a week” and “about once a week”, than “marginal” drinkers. Differences between usage rate segments existed between sex and age generations. Female millennial “super core” consumers would increase wine consumption if the number of calories were reduced to fewer than 80 per 5 oz serving. Practical implications for a winery or wine retailer might include the potential to add these beverages to their product offering or bundling these beverages to create packages (allowing for mass customization, which is used often in retail) and appropriately marketing these offerings to their customers. Changes that may invoke a positive response are wine made from “sustainably farmed” or “naturally farmed” grapes, and certified carbon-free wine. From an originality viewpoint, this study is the first to investigate how usage rate segmentation can be enriched by means of variable cross-extension and examination.