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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...
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