One of the most spectacular market research studies of the year, in my humble opinion, was How to Better Engage Young Adults and Multicultural Consumers with Wine, by the Wine Market Council in conjunction with Ethnifacts, a Texas-based firm specializing in demographic market research, including multi cultural consumers.
I wish I could share the full study here with you–but I can't since it's for members only–but I highly recommend joining the Wine Market Council to see the full study. (Minimum dues are between $400 and $1,000.)
I have written an article for Grape and Wine magazine's next issue (coming in February) that shares some of the highlights.
Though the study did not focus on organics, one slide showed a clear preference among 20- and 30-somethings (the only group studied) for family owned, small producers who are sustainable and organic. That preference applies across all the ethnic groups studied. The study surveyed 1,600 wine consumers.
Let's hope the industry is listening.
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