Wine Market Insights and Intelligence

Wine Opinions is the leading provider of U.S. wine market research to wineries, wine marketing companies and wine trade associations around the globe, offering unparalleled trade and wine consumer insights and wine market intelligence.

The wine market research capabilities and services of Wine Opinions include quantitative surveys of U.S. wine consumers and the wine trade; qualitative research including online and in-person focus groups and moderated wine tastings; baseline and tracking studies; and studies of consumer and trade trends and market data.

Unique to Wine Opinions are its national proprietary panels of more than 4,700 members of the U.S. wine trade and nearly 17,000 U.S. wine consumers, primarily high-frequency wine drinkers and high-end wine purchasers.

The Coming “Minority Majority”

U.S. Census Bureau data from 2016 points to a growing collective share of minority populations. As of 2016, 38.7 percent of all Americans are Asian, Black, Hispanic, or belong to another minority group.

A chart published in a recent edition of the American Consumers Newsletter by Cheryl Russell of New Strategist Press (shown at right) details the percentage of each generation’s population of non-Hispanic White origin, and the Census Bureau’s age ranges of each generation. The term “Recession Generation” is a “placeholder” until a more formal name is given to that group, as their final age range is determined.

While the minority population share of generations beginning with Gen X are significant and rising, the most recent survey data from Wine Market Council shows that among all U.S. wine drinkers, 71% are non-Hispanic White, followed by 14% Hispanics and 9% Black/African American.