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We keep hearing that “wine consumption habits” are changing, Baby Boomers are aging, and that we should pay attention to new customer groups…but what does that mean? How are other age groups consuming wine, and where can we thoughtfully intersect with them as wine brands to forge a connection? This research study will look at two distinct targets of wine drinkers – Millennials and Gen X – and look for purchase triggers and consumption patterns around wine and wine tourism. The goals are to inspire creative programs to meet these audiences halfway and help sell wine.
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