“Representing 10% of wine consumers, Engaged Explorers are identified as the younger population of wine buyers. These are the most frequent buyers and they spend the most on high-priced wines than any in the list of six. They are called explorers because they drink many wine styles, from many countries and regions.

At 19% of wine consumers, Premium Brand Suburbans are middle to older age. They spend much less on a bottle of wine than most wine consumers and they are hard wired into staying with wines and brands they know, and members in this group happen to know more about wine than any in the five other segments.

Contented Treaters make up 17% of wine buyers. Like the “Suburbans” this segment comprises middle to older aged, but this group is affluent; they spend up, but they also don’t consume nearly as much wine as their counterparts. They go for a broad range of wines and are interested in a wine’s origin.”

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