Article1991

Grapes and Wine Seminar — Prospering in the 1990s: Changing Your View of the Consumer

43 citations0/0 files storedInternational Journal of Wine Marketing

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Wine Industry and Tourism Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Who is the wine consumer? Who cares? The wine industry globally is a multibillion dollar industry, yet research into the behaviour of the typical wine consumer is limited. This article is a partial review of the literature and by deduction from current trends endeavours to provide the wine maker with a broad profile of who drinks wine and what they might be drinking in the future.

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1990Marketing Planning for Wine

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