Market Segmentation

1. Consumer-based wine segments

According to the “Project Genome” conducted in 2004 and then updated in 2012 and 2013 for Constellation Brands on 17,000 consumers, the updated segmentation covers all price points within the wine industry while the previous was only focused on the premium segment.

Based on their purchase behaviour (price, wine share…), motivations and preferences consumers fall into six segments: Image Seeker, Engaged Newcomer, Everyday Loyal, Price Driven, Enthusiast and Overwhelmed.

« Project Genome » segmentation of the wine markets

Image Seekers: social dimension, image-driven and trend focused, want to impress others, want to be sure the wine they choose says the right thing on them.
Engaged Newcomers: millennials and new to an intimidating category, interested in learning more, socializing through wine, interested in smartphones, tablets and hand-held devices.
Enthusiasts: passionate about the entire wine experience, love researching purchases, reading reviews, shipping, drinking, and sharing with others. Consume a lot at the high end.
Everyday Loyal: wine drinking is part of their regular routine, find a brand they like and stick to it or buy regularly multiple brands.
Price Driven: believe they can buy good wine without spending a lot, price is top consideration.
Overwhelmed: find shopping for wine complex and overwhelming, drink wine but it does not play an important role in their life.

“Three consumer sets identified in the segmentation study are highly knowledgeable about wine: Image Seekers, Engaged Newcomers and Enthusiasts. There is a difference in how much information they need to make a decision that is based on how knowledgeable they think they are. Enthusiasts are comfortable making decisions based on their knowledge. They look at reviews or at endorsements as inputs into making a decision based on information already amassed. Image seekers and Engaged Newcomers are more impressionable. They may have considerable wine knowledge, but tend to be afraid to make a mistake so trust reviews, endorsements, what their friends are drinking, or even consider what the label looks like, or what a store representative might tell them to buy. They are more knowledgeable than the average consumer, but there's still a lot that needs to go into their comfort level in making a brand decision.”

http://www.winebusiness.com/news/?go=getArticle&dataid=134683

2. Consumer-based wine segments per country

Given the difficulty to obtain precise and exact data on this precise market segmentation, we were compelled to make assumptions on some figures. We based these assumptions on our personal research about customer behaviours in the concerned countries.

: « Project Genome » segmentation per country (top 10 countries)

Approximations !!