Grapes and Wine Seminar – Prospering in the 1990s: Changing Your View of the Consumer

Abstract

Who is the wine consumer? Who cares? The wine industry globally is a multibillion dollar industry, yet research into the behaviour of the typical wine consumer is limited. This article is a partial review of the literature and by deduction from current trends endeavours to provide the wine maker with a broad profile of who drinks wine and what they might be drinking in the future.

Citation

Spawton, A.L. (1991), "Grapes and Wine Seminar – Prospering in the 1990s: Changing Your View of the Consumer", International Marketing Review, Vol. 8 No. 4. https://doi.org/10.1108/EUM0000000001542