Follow us on Twitter Subscribe to Wine Business Monthly Wine Business Monthly Archives Advertise in Wine Business Monthly About Wine Business Monthly homepage homepage homepage Wine Business Monthly Homepage
Wine Business Monthly - The Industry's Leading Publication for Wineries and Growers
Sign In | New User? Register  
February 2009
Understanding Wine Demographics in a Down Market
The wine industry needs to broaden its market to reach beyond core consumers.
by Barbara Insel
Wine does seem to fit the zeitgeist of the moment, even in tough times. Harvard Business Schoolprofessor John Quelch recently noted in his blog on the Harvard Business Review website that "as the world economy slumps, one consumer segment will grow faster than ever: the middle-aged simplifier." Quelch explains that "tomorrow's consumer will buy more ephemeral, less cluttering stuff: fleeting, but expensive experiences, not heavy goods for the home." These consumers--"empty nester baby boom...
» Article access restricted to registered members of
Already a Member?

Click the button below to sign in:

Don't Have an Account?

WBM is the leading publication for the Wine Industry.

• In-depth Product Reviews
• Industry Trends & Analysis
• Access to over 10 Years of Articles

Registration is FREE and EASY.

subscribe to print | archive | advertise | 800-895-9463
Copyright© 1994-2015 by Wine Communications Group. All Rights Reserved. Copyright protection extends to all written material, graphics, backgrounds and layouts. None of this material may be reproduced for any reason without written permission of the Publisher. Wine Business Insider, Wine Business Monthly, Grower & Cellar News and Wine Market News are all trademarks of Wine Communications Group and will be protected to the fullest extent of the law.
subscribe to print | archive | advertise | 800-895-9463