Sustainability of the Wine Market though Emerging Consumer Segments: The Case of U.S. Hispanic Consumers

With the increased globalization of the wine industry comes the need for in-depth examinations of emerging consumer segments. The current study approaches the topic of sustainability from the consumer viewpoint. Specifically, the current paper focuses on an emerging yet sizeable market of consumers - Hispanic wine consumers in the United States. Consumer data were collected via in-person intercepts at retail stores that predominately target Hispanic consumers. Findings suggest that Hispanic consumers drink wine fairly frequently, with the majority of the sample reporting wine consumption at least once a week. Slightly over half of the sample prefers red and dry wine, but about forty percent give preferences to sweet wine. Hispanic consumers perceive wine as a drink to be consumed at home, rather than in a restaurant or a bar. Price was named as the top purchase driver, followed by personal preferences and friend's recommendations.