4. Bargain Hunters
“Older, careful wine drinkers who are strongly influenced by price.” Low involved consumers who often don’t know what they drink, they represent only a small share of regular wine drinkers (8%) and a small proportion of the market value (3%) as their purchases are usually driven by promotions.
Over half are aged 45+ and over 45% say their household income is under $40k, they only drink wine a few times a month, and Californian wines dominate.
(Picture Credit: Ryan Gessner/Flickr)