This document discusses research into barriers to wine consumption in bars, pubs, and nightclubs and how to increase it. It summarizes findings from surveys that show millennials prefer dry red wine but also drink more at home than in bars. While price is not the main deterrent, economic hardship is causing people to cut back on discretionary spending like wine in bars. The image of sophisticated wine drinkers contrasts with research indicating young consumers are less concerned with cost. Increasing education may help integrate wine into casual social settings and boost consumption levels.
This document provides a marketing recommendation for Smooth Ambler Spirits to focus on visits and trips catering to college alumni groups. College alumni groups are an ideal target market as they tend to be younger drinkers who are well educated. Targeting groups within a 4 hour radius would be beneficial. Weekend trips incorporating visits to Smooth Ambler Spirits and other local attractions would appeal to alumni groups. The document also analyzes Smooth Ambler's target market of millennials aged 21-34, the spirits industry, and potential competitors.
This webinar discusses how to better market wines by the glass to women customers. It notes that women are increasingly important to the wine industry but that many restaurants have not created specific programs to attract female wine drinkers. The webinar provides recommendations for how restaurants can better understand what women want, such as by offering a variety of wines, providing education, and focusing on community and shared experiences.
Napa Technology Seminar: Increasing Profits With Wines By The GlassAngelsmith, Inc.
For any restaurant or retailer who sells wines by the glass, squeezing out profit on each wine bottle is critical to success. This presentation is great for food and beverage managers who are responsible for profit and loss. This slide presentation on increasing wine profit provides tips and how tos to achieve maximum value out of each bottle.
How Wine Sampling Impacts Retail Sales In Grocery StoresAngelsmith, Inc.
This document summarizes a webinar about trends in the wine aisle for retail and grocery stores. It introduces the panelists, which include the director of wine for Harris Teeter and a wine writer. The webinar discusses how both grocers and wine retailers are looking to provide more of an experience for customers through sampling and events. Sampling is seen as key to driving increased sales. Grocery stores are also changing how wine is organized from regions to styles. The webinar highlights the growth in wine sales and how technology can help retailers provide sampling and education.
Napa Technology and other wine industry experts provide an incredible look at millennial attributes, their relationship with wine and how valuable they are to your restaurant's profitability.
The document discusses strategies for attracting millennial customers to a wine program. It notes that millennials, aged 21-34, represent a large and growing market segment with significant purchasing power. Some key characteristics of millennials include being unafraid to try new wines, unimpressed by big brands, socially-motivated, and open to unusual varietals. The document recommends tactics like hosting blind tasting and theme events, offering diverse selections including French/Italian/Spanish wines, using technology and social media, and providing educational point-of-sale materials.
2019 Wineworld Xplorer HK Wine Consumer and Market Evolution Survey InsightsWineworld Xplorer
The survey of 551 regular wine drinkers in Hong Kong found that the majority were male aged 36-55 who consume wine weekly. Red wine was the most popular style while French and Italian wines were most consumed. Respondents preferred collecting wines from Bordeaux and Burgundy to drink within 5 years and cited rarity, ageability and returns as important attributes of collectible wines. Social media platform preferences for sharing wine notes were led by Facebook and Vivino. The survey provided insights into consumption trends and preferences to help platforms like WineWorld Xplorer adapt services to consumers' evolving interests.
The document discusses trends in the US wine industry and opportunities for Oregon wineries. It finds that while Oregon is experiencing strong growth currently, overall US wine consumption is flat. Younger consumers are drinking less alcohol and prioritize health and value. Spirits and beer are growing faster than wine. The industry needs to better attract millennials and younger drinkers by focusing on health, value, and fun experiences beyond traditional tasting rooms. Marketing should emphasize features like calories and ingredients. Tasting rooms could add more active social venues and entertainment. Data and online sales also need more focus to engage new audiences.
This document provides a marketing recommendation for Smooth Ambler Spirits to focus on visits and trips catering to college alumni groups. College alumni groups are an ideal target market as they tend to be younger drinkers who are well educated. Targeting groups within a 4 hour radius would be beneficial. Weekend trips incorporating visits to Smooth Ambler Spirits and other local attractions would appeal to alumni groups. The document also analyzes Smooth Ambler's target market of millennials aged 21-34, the spirits industry, and potential competitors.
This webinar discusses how to better market wines by the glass to women customers. It notes that women are increasingly important to the wine industry but that many restaurants have not created specific programs to attract female wine drinkers. The webinar provides recommendations for how restaurants can better understand what women want, such as by offering a variety of wines, providing education, and focusing on community and shared experiences.
Napa Technology Seminar: Increasing Profits With Wines By The GlassAngelsmith, Inc.
For any restaurant or retailer who sells wines by the glass, squeezing out profit on each wine bottle is critical to success. This presentation is great for food and beverage managers who are responsible for profit and loss. This slide presentation on increasing wine profit provides tips and how tos to achieve maximum value out of each bottle.
How Wine Sampling Impacts Retail Sales In Grocery StoresAngelsmith, Inc.
This document summarizes a webinar about trends in the wine aisle for retail and grocery stores. It introduces the panelists, which include the director of wine for Harris Teeter and a wine writer. The webinar discusses how both grocers and wine retailers are looking to provide more of an experience for customers through sampling and events. Sampling is seen as key to driving increased sales. Grocery stores are also changing how wine is organized from regions to styles. The webinar highlights the growth in wine sales and how technology can help retailers provide sampling and education.
Napa Technology and other wine industry experts provide an incredible look at millennial attributes, their relationship with wine and how valuable they are to your restaurant's profitability.
The document discusses strategies for attracting millennial customers to a wine program. It notes that millennials, aged 21-34, represent a large and growing market segment with significant purchasing power. Some key characteristics of millennials include being unafraid to try new wines, unimpressed by big brands, socially-motivated, and open to unusual varietals. The document recommends tactics like hosting blind tasting and theme events, offering diverse selections including French/Italian/Spanish wines, using technology and social media, and providing educational point-of-sale materials.
2019 Wineworld Xplorer HK Wine Consumer and Market Evolution Survey InsightsWineworld Xplorer
The survey of 551 regular wine drinkers in Hong Kong found that the majority were male aged 36-55 who consume wine weekly. Red wine was the most popular style while French and Italian wines were most consumed. Respondents preferred collecting wines from Bordeaux and Burgundy to drink within 5 years and cited rarity, ageability and returns as important attributes of collectible wines. Social media platform preferences for sharing wine notes were led by Facebook and Vivino. The survey provided insights into consumption trends and preferences to help platforms like WineWorld Xplorer adapt services to consumers' evolving interests.
The document discusses trends in the US wine industry and opportunities for Oregon wineries. It finds that while Oregon is experiencing strong growth currently, overall US wine consumption is flat. Younger consumers are drinking less alcohol and prioritize health and value. Spirits and beer are growing faster than wine. The industry needs to better attract millennials and younger drinkers by focusing on health, value, and fun experiences beyond traditional tasting rooms. Marketing should emphasize features like calories and ingredients. Tasting rooms could add more active social venues and entertainment. Data and online sales also need more focus to engage new audiences.
This document provides a marketing plan for ChocolatRouge chocolate wine. It includes a situation analysis that discusses the wine market size and trends, competitive landscape, target consumers, and advertising history. The plan recommends targeting millennials, especially women, through social media, TV ads, and events. It proposes partnering with hotels and promoting the brand at wine and chocolate festivals to increase awareness and sales of ChocolatRouge.
The document discusses research conducted to understand how a new craft beer brand can differentiate itself by supporting a socially conscious mission. A survey of 322 people found that 38% prefer craft beer. Of those, 120 were surveyed about their likelihood to purchase craft beer at $4 or $8 that either donated $1 per beer or was brewed by a nonprofit. The socially conscious options had higher purchase intent, suggesting these can help a new brand stand out. The research also found opportunities for craft beer growth in the American South region and Georgia specifically.
The document discusses challenges and opportunities facing alcohol brands in Canada. It notes that while Canadians are drinking more alcohol overall, consumer behaviors and expectations are changing rapidly due to new technologies and demographics. Successful brands are engaging customers through social media, mobile apps, and community events. The article provides examples of brands like Molson, Bacardi, Pabst Blue Ribbon, and others that are adapting well to these new realities.
1) The Chinese wine market presents opportunities for Australian businesses but many make common mistakes in their marketing strategies by failing to understand Chinese consumers.
2) Specifically, many businesses focus on the government market but are now missing out as consumers become more important; they overestimate Chinese knowledge of wine and focus on heritage rather than lifestyle; and they fail to establish an effective online presence in China.
3) To succeed, wine producers need a clear understanding of the Chinese market and flexibility to address challenges; they should target middle-class consumers and leverage online sales and digital marketing while ensuring their websites are locally hosted and optimized for Chinese users.
Brands in the alcohol industry face significant challenges from changing consumer behaviors and new technologies. Consumers are spending more time online than watching TV, developing more sophisticated tastes, and drinking more at home. To succeed, brands must engage customers through online communities, mobile apps, social media, and events to build relationships and stay relevant as trends evolve. The document provides examples of how Bacardi, Flying Dog, Diageo, Pabst Blue Ribbon, and Rock Art Brewery have adapted successfully to these new realities.
This document provides information about the Jose Cuervo tequila brand and its competitive landscape in the South African market. It discusses Jose Cuervo's product varieties available in South Africa and competitors such as Olmeca, Jagermeister, and Patron. Focus group findings showed that tequila is commonly consumed as a shooter to begin nights out or keep the party mood going. Brand awareness of competitors is higher than Cuervo, particularly for Jagermeister. A questionnaire found 56% awareness of Cuervo compared to 68% for Olmeca, 90% for Jagermeister, and 70% for Patron. Cuervo and competitors are largely seen as party brands to get people in
This document provides an executive summary for a proposed frozen beverage bar called Lone Star Daiquiris in Austin, Texas. It notes that Austin lacks a daiquiri bar despite its large population and nightlife scene. The proposed bar would be located in the popular tourist neighborhood of South Congress, which sees many visitors but lacks venues for them to sit and drink casually. Lone Star Daiquiris aims to attract both tourists and locals by offering a wide selection of daiquiri flavors and menu items, as well as a take-out window for open container laws in the area.
This document discusses trends in the beer industry and perceptions of Budweiser among millennials. The beer market is currently slow or declining while liquor and wine are growing more popular. Younger drinkers aged 21-34 are shifting away from beer towards liquor and wine. Millennials view beer brands like Budweiser as outdated drinks for older generations. However, Budweiser drinkers see themselves as laidback individuals who enjoy beer without pretention. To appeal more to millennials, Budweiser needs to craft a younger, unique brand image that distances itself from perceptions as an "old man's beer."
The document discusses plans to launch a wine club for Cal Poly Wines. It summarizes results from a wine club survey, current wine trends, the target market for the club, and proposed marketing strategies. The club would offer 4 shipments per year of 3 bottles each to members. Events, discounts, and communications would build engagement. The strategies aim to promote Cal Poly and support its agricultural programs.
The document provides background on the jerky market and insights into the target demographic of "Spontaneous Adventurers." It then details the development of a new jerky brand called NW Refuge Jerky targeting this demographic. The brand positioning focuses on locally sourced jerky that provides sustenance and flavorful experiences for adventurers. Packaging, digital marketing, influencer partnerships, and event strategies are discussed to launch and promote the brand.
This document summarizes information about the wine industry and trends, including details about the Nite-Cap Cab brand of wine. It discusses how total US wine sales reached $32.5 billion in 2008, driven by increased frequency of drinking. Domestic wines account for most volume sales. Trends include positioning wine as an everyday drink and increasing education, availability, and awareness of health benefits. The document profiles different age segments in the wine market and identifies the 55-64 age group as the key target for winemakers. Finally, it provides positioning and marketing recommendations for the Nite-Cap Cab brand.
This document provides a promotional plan for Utica Club beer. It includes:
- An analysis of Utica Club's history, competitors, strengths, weaknesses, opportunities and threats
- Details of primary research conducted through an online survey to understand beer consumers
- Description of secondary research on where Utica Club is currently sold
- Identification of the target audience as males and females ages 21-25
- A repositioning strategy to make Utica Club more appealing and increase awareness
- Details of proposed trade, consumer, sales force and alternative promotions
The document discusses strategies for marketing wine to millennials. It defines millennials as those born between 1980-1995 and notes they are an important target market. Some key points made include that millennials like technology, embrace diversity, find value in fun experiences, are environmentally conscious, and are more likely to experiment with new brands. The document recommends focusing on packaging, labels, digital marketing, and events to appeal to millennials. Specific strategies discussed include creative packaging, viral digital videos, wine blogs, social media, and tasting events designed around fun experiences.
2017 Oregon Wine Symposium | Measuring and Maximizing Your Wine Club and EventsOregon Wine Board
You already have an entrenched fan base in your wine club and mailing list. But how can you make sure you are maximizing opportunities to increase loyalty – and grow sales – among this group? Building upon last year’s popular tasting room session with Lesley Berglund from WISE Academy, this session will take a closer look at what metrics to measure to stimulate growth through events and wine club membership. WISE Academy team members will share effective strategies to maximize these sales channels.
No longer niche, the craft beer market is growing at a remarkable rate. Brands of all sizes can not only coexist, but prosper, by strategically tapping into an influential audience ready to purchase, drink,
and spread the word.
Fox Run Vineyards is a family-owned winery located in the Finger Lakes region of New York. Their marketing plan aims to target young, cultured, locally-driven, and environmentally conscious consumers. Their value proposition focuses on the high quality and variety of their cool-climate wines which are produced sustainably. Their marketing strategies include expanding their wine club, promoting special events, and increasing social media and online presence to build loyalty with their target audience.
Beer is widely consumed in the US, with 37% of adults drinking beer in the past month. This document from Anheuser-Busch provides an overview of beer shopper demographics and purchasing behaviors, highlighting that beer shoppers are primarily male consumers who buy beer at grocery stores. The beer industry is projected to grow steadily due to increases in key demographic segments that drive beer sales.
2017 Oregon Wine Symposium | Christian Miller- State of the IndustryOregon Wine Board
Get an insider’s look at consumer trends to help you make educated decisions for your business. This valuable session will provide data on the current wine industry financial climate, purchase habit data, distribution prospects and pricing trends to help you create a prosperous business plan for the coming year.
- The document discusses how changing consumer tastes and alcohol consumption patterns in China have impacted the domestic alcoholic beverage Baijiu. Rising incomes have led Chinese middle class consumers to prefer imported wines over Baijiu.
- Baijiu producers have struggled with this change and tried unsuccessfully to market Baijiu internationally. However, the document argues that rather than abandoning the Chinese or American markets, Baijiu should re-enter these markets with a modified approach such as through Baijiu cocktail mixes or bars to potentially regain popularity.
2013 Flip Bottle Single Serve Wine PresentationScott Clark
The document discusses several concepts for wine packaging that resemble traditional wine bottles but are designed for single-serve consumption. The Tradition concept uses a shrink sleeve, bottle with interior threads, and wide cap that doubles as the base. The Decanter concept uses the same components but in the shape of a decanter. The Contempo concept is a modern take on the classic bottle. The Refill concept uses a bag-in-box configuration for multiple servings.
A thorough trend analysis of the Adult Beverage Industy. Presentation was for a Marketing class and composed for Dr. Robert Everton of North Carolina Wesleyan College.
This document provides a marketing plan for ChocolatRouge chocolate wine. It includes a situation analysis that discusses the wine market size and trends, competitive landscape, target consumers, and advertising history. The plan recommends targeting millennials, especially women, through social media, TV ads, and events. It proposes partnering with hotels and promoting the brand at wine and chocolate festivals to increase awareness and sales of ChocolatRouge.
The document discusses research conducted to understand how a new craft beer brand can differentiate itself by supporting a socially conscious mission. A survey of 322 people found that 38% prefer craft beer. Of those, 120 were surveyed about their likelihood to purchase craft beer at $4 or $8 that either donated $1 per beer or was brewed by a nonprofit. The socially conscious options had higher purchase intent, suggesting these can help a new brand stand out. The research also found opportunities for craft beer growth in the American South region and Georgia specifically.
The document discusses challenges and opportunities facing alcohol brands in Canada. It notes that while Canadians are drinking more alcohol overall, consumer behaviors and expectations are changing rapidly due to new technologies and demographics. Successful brands are engaging customers through social media, mobile apps, and community events. The article provides examples of brands like Molson, Bacardi, Pabst Blue Ribbon, and others that are adapting well to these new realities.
1) The Chinese wine market presents opportunities for Australian businesses but many make common mistakes in their marketing strategies by failing to understand Chinese consumers.
2) Specifically, many businesses focus on the government market but are now missing out as consumers become more important; they overestimate Chinese knowledge of wine and focus on heritage rather than lifestyle; and they fail to establish an effective online presence in China.
3) To succeed, wine producers need a clear understanding of the Chinese market and flexibility to address challenges; they should target middle-class consumers and leverage online sales and digital marketing while ensuring their websites are locally hosted and optimized for Chinese users.
Brands in the alcohol industry face significant challenges from changing consumer behaviors and new technologies. Consumers are spending more time online than watching TV, developing more sophisticated tastes, and drinking more at home. To succeed, brands must engage customers through online communities, mobile apps, social media, and events to build relationships and stay relevant as trends evolve. The document provides examples of how Bacardi, Flying Dog, Diageo, Pabst Blue Ribbon, and Rock Art Brewery have adapted successfully to these new realities.
This document provides information about the Jose Cuervo tequila brand and its competitive landscape in the South African market. It discusses Jose Cuervo's product varieties available in South Africa and competitors such as Olmeca, Jagermeister, and Patron. Focus group findings showed that tequila is commonly consumed as a shooter to begin nights out or keep the party mood going. Brand awareness of competitors is higher than Cuervo, particularly for Jagermeister. A questionnaire found 56% awareness of Cuervo compared to 68% for Olmeca, 90% for Jagermeister, and 70% for Patron. Cuervo and competitors are largely seen as party brands to get people in
This document provides an executive summary for a proposed frozen beverage bar called Lone Star Daiquiris in Austin, Texas. It notes that Austin lacks a daiquiri bar despite its large population and nightlife scene. The proposed bar would be located in the popular tourist neighborhood of South Congress, which sees many visitors but lacks venues for them to sit and drink casually. Lone Star Daiquiris aims to attract both tourists and locals by offering a wide selection of daiquiri flavors and menu items, as well as a take-out window for open container laws in the area.
This document discusses trends in the beer industry and perceptions of Budweiser among millennials. The beer market is currently slow or declining while liquor and wine are growing more popular. Younger drinkers aged 21-34 are shifting away from beer towards liquor and wine. Millennials view beer brands like Budweiser as outdated drinks for older generations. However, Budweiser drinkers see themselves as laidback individuals who enjoy beer without pretention. To appeal more to millennials, Budweiser needs to craft a younger, unique brand image that distances itself from perceptions as an "old man's beer."
The document discusses plans to launch a wine club for Cal Poly Wines. It summarizes results from a wine club survey, current wine trends, the target market for the club, and proposed marketing strategies. The club would offer 4 shipments per year of 3 bottles each to members. Events, discounts, and communications would build engagement. The strategies aim to promote Cal Poly and support its agricultural programs.
The document provides background on the jerky market and insights into the target demographic of "Spontaneous Adventurers." It then details the development of a new jerky brand called NW Refuge Jerky targeting this demographic. The brand positioning focuses on locally sourced jerky that provides sustenance and flavorful experiences for adventurers. Packaging, digital marketing, influencer partnerships, and event strategies are discussed to launch and promote the brand.
This document summarizes information about the wine industry and trends, including details about the Nite-Cap Cab brand of wine. It discusses how total US wine sales reached $32.5 billion in 2008, driven by increased frequency of drinking. Domestic wines account for most volume sales. Trends include positioning wine as an everyday drink and increasing education, availability, and awareness of health benefits. The document profiles different age segments in the wine market and identifies the 55-64 age group as the key target for winemakers. Finally, it provides positioning and marketing recommendations for the Nite-Cap Cab brand.
This document provides a promotional plan for Utica Club beer. It includes:
- An analysis of Utica Club's history, competitors, strengths, weaknesses, opportunities and threats
- Details of primary research conducted through an online survey to understand beer consumers
- Description of secondary research on where Utica Club is currently sold
- Identification of the target audience as males and females ages 21-25
- A repositioning strategy to make Utica Club more appealing and increase awareness
- Details of proposed trade, consumer, sales force and alternative promotions
The document discusses strategies for marketing wine to millennials. It defines millennials as those born between 1980-1995 and notes they are an important target market. Some key points made include that millennials like technology, embrace diversity, find value in fun experiences, are environmentally conscious, and are more likely to experiment with new brands. The document recommends focusing on packaging, labels, digital marketing, and events to appeal to millennials. Specific strategies discussed include creative packaging, viral digital videos, wine blogs, social media, and tasting events designed around fun experiences.
2017 Oregon Wine Symposium | Measuring and Maximizing Your Wine Club and EventsOregon Wine Board
You already have an entrenched fan base in your wine club and mailing list. But how can you make sure you are maximizing opportunities to increase loyalty – and grow sales – among this group? Building upon last year’s popular tasting room session with Lesley Berglund from WISE Academy, this session will take a closer look at what metrics to measure to stimulate growth through events and wine club membership. WISE Academy team members will share effective strategies to maximize these sales channels.
No longer niche, the craft beer market is growing at a remarkable rate. Brands of all sizes can not only coexist, but prosper, by strategically tapping into an influential audience ready to purchase, drink,
and spread the word.
Fox Run Vineyards is a family-owned winery located in the Finger Lakes region of New York. Their marketing plan aims to target young, cultured, locally-driven, and environmentally conscious consumers. Their value proposition focuses on the high quality and variety of their cool-climate wines which are produced sustainably. Their marketing strategies include expanding their wine club, promoting special events, and increasing social media and online presence to build loyalty with their target audience.
Beer is widely consumed in the US, with 37% of adults drinking beer in the past month. This document from Anheuser-Busch provides an overview of beer shopper demographics and purchasing behaviors, highlighting that beer shoppers are primarily male consumers who buy beer at grocery stores. The beer industry is projected to grow steadily due to increases in key demographic segments that drive beer sales.
2017 Oregon Wine Symposium | Christian Miller- State of the IndustryOregon Wine Board
Get an insider’s look at consumer trends to help you make educated decisions for your business. This valuable session will provide data on the current wine industry financial climate, purchase habit data, distribution prospects and pricing trends to help you create a prosperous business plan for the coming year.
- The document discusses how changing consumer tastes and alcohol consumption patterns in China have impacted the domestic alcoholic beverage Baijiu. Rising incomes have led Chinese middle class consumers to prefer imported wines over Baijiu.
- Baijiu producers have struggled with this change and tried unsuccessfully to market Baijiu internationally. However, the document argues that rather than abandoning the Chinese or American markets, Baijiu should re-enter these markets with a modified approach such as through Baijiu cocktail mixes or bars to potentially regain popularity.
2013 Flip Bottle Single Serve Wine PresentationScott Clark
The document discusses several concepts for wine packaging that resemble traditional wine bottles but are designed for single-serve consumption. The Tradition concept uses a shrink sleeve, bottle with interior threads, and wide cap that doubles as the base. The Decanter concept uses the same components but in the shape of a decanter. The Contempo concept is a modern take on the classic bottle. The Refill concept uses a bag-in-box configuration for multiple servings.
A thorough trend analysis of the Adult Beverage Industy. Presentation was for a Marketing class and composed for Dr. Robert Everton of North Carolina Wesleyan College.
The global wine industry has undergone significant changes in recent decades as New World producers have gained market share from traditional Old World producers. Specifically, the Judgment of Paris tasting in 1976 put California wines on the map and challenged French dominance. By 2007, New World wineries accounted for 14 of the top 20 global brands. Both New and Old World producers now face challenges of global oversupply. To regain market share, experts recommend that Old World producers focus on exports like China and the US, utilize innovative New World techniques, streamline regulations, and invest heavily in branding.
The global wine market faces challenges of oversupply, fragmentation, and changing consumer behavior. Global wine production has increased from 25 billion liters in 2000 to the same level in 2012, coming from more sources. The wine industry is fragmented with no concentration in production or offerings. Consumer behavior is also fragmented, with more people drinking less alcohol. Opportunities exist in emerging markets, online sales, and on-premise consumption. The wine industry must adapt to growing diversity in global consumption trends.
World: Wine - Market Report. Analysis And Forecast To 2020IndexBox Marketing
This report provides an in-depth analysis of the global wine market from 2007-2014 with forecasts to 2020. It includes key findings on market volume, value, production, imports, exports and consumption by country. The report finds that [DETAIL] was the largest wine consuming country in 2014, accounting for [DETAIL] of global consumption, followed by [DETAIL]. It also reports that global wine production was [DETAIL] thousand tonnes in 2014, a [DETAIL]% increase compared to 2013. Imports and exports both saw growth over the period as well. The report contains detailed data, figures, and tables on these topics.
Packaging trends in the beverage industry in Thailand are moving towards more sustainable options. The fruit juice market is growing, with premium juices in cartons showing particular strength. Consumer preferences are also shifting towards healthier beverages with natural ingredients. On the packaging front, plastic bottles still dominate the market, though cartons are increasingly popular for juices and nectars. Smaller package sizes below 1 liter remain most common. Looking ahead, packaging is expected to emphasize sustainability, authenticity, and wellness claims, with cartons and plastic bottles innovating to meet these trends.
This presentation explained the competitive advantages between various Wine making countries. Our group conducted SWOT, Porters 5 forces on the industry, and also recommendations for each country's goal.
WHAT’S ON THE MENU IN 2017: Global Food and Beverage TrendsEdelman
Look ahead to what’s next for food and drink around the world, and what it means for consumers and brands.
Prepared by Edelman's Global Food and Beverage sector.
There is no magic formula to building trust among food and beverage industry stakeholders, but there are actions individual companies and organizations can take to establish and maintain trust in this environment. This year, Edelman’s 2016 TRUST BAROMETER offers a five-step recipe for increasing trust levels in food and beverage.
The document provides an overview, SWOT analysis, target audiences, and communications strategy for the California Wine Institute. The Institute aims to increase sales and recognition of mid-range ($10-25) California wines. Their strengths include a large selection of mid-range wines and market leadership in the US. Target audiences are restaurants/bars, retailers, and male/female wine drinkers aged 21+, focusing on Millennials and Gen X. The communications strategy involves promoting mid-range wines through media relations, social media, and highlighting California tourism.
This document discusses how alcohol sales have remained steady or increased during economic recessions and struggles. It notes that studies have found rates of binge drinking among college students have been stable over time. While some may have financial troubles, alcohol is still prioritized in social activities and consumption, as evidenced by collections of empty bottles displayed as trophies in homes.
Both grocers and wine retailers are looking for a way to capitalize and expand on the shifting behaviors of consumers who aren’t just crossing ‘wine’ off a shopping list, but rather looking for an experience they haven’t had before.
Sampling is the key to an experience-driven customer and the foundation for increased sales of both bottles and cases of wine.
For off-premise businesses things that used to be an afterthought are turning into focal points.
Consumers are looking for easy, memorable experiences in the wine section of grocery stores and on the shelves of specialty shops.
The document summarizes key findings from a research study on social media and wine consumers. Some of the main findings include:
- Integrated social media marketing strategies are gaining importance for wine brands, particularly for targeting younger, high-involvement consumers.
- Opinion leaders on social media can influence larger audiences, so engaging these influential users is important.
- Traditional print advertising is being used less and American consumers highly value online word-of-mouth and information searching.
The study analyzed survey responses from over 500 wine consumers, mostly American males aged 36-45, to understand their social media usage, purchasing behaviors, and how social influences affect their wine choices.
Olivia Waller conducted research on the target audience for her product. Her primary audience is 18-24 year olds, who often go to pubs and bars. Research showed that alcohol, especially beer, is popular across the UK. Her primary gender is female, and research found that vodka is most popular among women. Additional research covered average incomes, drinking habits, popular jobs and psychographic profiles to help appeal to and understand the target audience. Primary research in interviews provided additional insights. The research aimed to ensure the product will relate to and appeal to the target age, gender and demographic audience.
This document summarizes trends in the craft beer market based on consumer insights. It finds that millennials currently make up almost half of regular craft beer drinkers and will continue driving growth. While most craft beer drinkers are currently male, brewers are looking to attract more female drinkers. The term "craft" can mean different things to consumers and brands need to ensure their interpretation aligns with their target audience. The document also notes trends like the rise of sessionable and lower alcohol craft beers, as well as increasing cross-border collaborations between craft brewers.
Brands in the alcohol industry face significant challenges from changing consumer behaviors and economic factors. Consumers are spending more time online than watching TV, developing more sophisticated tastes, and drinking more at home. To succeed, brands must engage customers through online communities, mobile apps, social media, and events to build relationships and stay relevant as trends evolve. The document provides examples of how Bacardi, Flying Dog, Diageo, Pabst Blue Ribbon, and Rock Art Brewery have adapted successfully to these new realities.
2017 Consumer Report Final Version Wine Opinions Vinitaly International SurveyVinitaly International
This document summarizes the results of a survey conducted by Wine Opinions on U.S. consumer awareness, purchases, and perceptions of Italian wines. Some key findings include:
1) Italian wine is purchased more frequently by respondents than wines from other import countries besides California and France. Approximately half of respondents most frequently purchase Italian wines priced $15-25.
2) Respondents who typically spend more on Italian wine ($25+) purchase through fine wine shops and direct from wineries more, while those spending less ($15 or less) purchase more through wine chains and are influenced more by sales.
3) Half of respondents would choose a California wine priced $10-20 for a casual home
The document discusses how the economy may impact wine sales in 2008. It reviews historical data showing a weak negative correlation between economic indicators like unemployment and wine sales. Academic research shows income elasticity of demand is below 1.0 for wine volume but mixed for higher-end wines. The core wine-drinking demographic tends to be older, wealthier consumers, but a recession may still reduce their spending. Several factors like channels of purchase and business spending are uncertain and require monitoring in terms of effects on the wine industry.
The document is a research paper that analyzes factors influencing the growth of craft breweries in the United States from 2004 to 2011. It hypothesizes that income growth drives increased demand for craft beer. The paper establishes an empirical model using percentage changes in number of breweries, average income, excise taxes, population over age 21, retirees, and wine consumption as variables. It controls for state laws regarding beer sales and production licenses to determine their impact on brewery growth. Regression analysis finds that the relationship between income growth and brewery growth has an inverse U-shape, increasing then decreasing at higher income levels.
Vinitaly Survey (Full Length Version): Preliminary Findings to Italian Wines ...Stevie Kim
The Wine Opinions Vinitaly Survey, commissioned by Vinitaly International and presented at VINO2017, event organised by ITA Italian Trade Agency in NYC, analyses the preliminary findings to Italian Wines and American Palate with a focus on the purchasing process, consumption, competitors and general awareness of Italian wine, divided by age brackets.
Brand audit : Baileys Irish cream liquor Ian Adams
This document provides a profile of Baileys brand's target audience and reviews recent creative work for the brand. It finds that while the agencies hired have strong capabilities, the "Cream with Spirit" campaign misses opportunities to change perceptions of Baileys as an occasional drink. Research shows Baileys drinkers are typically social grades B and C1, aged 18-34, but the campaign does not address how to get this audience drinking Baileys more frequently. The creative work focuses on lifestyle rather than changing the social norms around Baileys. In conclusion, the agencies' full abilities are not being utilized to solve the core issue of declining frequency of consumption.
The research project aimed to investigate college students' consumption of and attitudes towards beer. Various methods were used, including sort procedures, a focus group, and in-depth interviews. Key findings included:
1) Beer plays an important social role for students and is often consumed in environments like parties and bars.
2) While cheaper beers like PBR are popular for parties, students also enjoy higher-quality seasonal and craft beers, and are willing to pay more for flavors they enjoy.
3) Cultural backgrounds and travel experiences influence students' tastes in beer and openness to new styles.
Young drinkers fuelling development of new alcoholic beverage categories and ...Thomas Wu
Young drinkers are fueling the development of new categories and brands in the alcoholic beverage industry. Traditional categories like beer are seeing slower growth while imported premium beers and new low-proof alcopops focused on occasions with friends and families are emerging. Young consumers prefer products that are personalized, convenient, and associated with social experiences. This is transforming alcohol consumption to be more innovative, diverse, and tailored to individual needs.
These lecture slides, by Dr Sidra Arshad, offer a quick overview of the physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar lead (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
6. Describe the flow of current around the heart during the cardiac cycle
7. Discuss the placement and polarity of the leads of electrocardiograph
8. Describe the normal electrocardiograms recorded from the limb leads and explain the physiological basis of the different records that are obtained
9. Define mean electrical vector (axis) of the heart and give the normal range
10. Define the mean QRS vector
11. Describe the axes of leads (hexagonal reference system)
12. Comprehend the vectorial analysis of the normal ECG
13. Determine the mean electrical axis of the ventricular QRS and appreciate the mean axis deviation
14. Explain the concepts of current of injury, J point, and their significance
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. Chapter 3, Cardiology Explained, https://www.ncbi.nlm.nih.gov/books/NBK2214/
7. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
Muktapishti is a traditional Ayurvedic preparation made from Shoditha Mukta (Purified Pearl), is believed to help regulate thyroid function and reduce symptoms of hyperthyroidism due to its cooling and balancing properties. Clinical evidence on its efficacy remains limited, necessitating further research to validate its therapeutic benefits.
Integrating Ayurveda into Parkinson’s Management: A Holistic ApproachAyurveda ForAll
Explore the benefits of combining Ayurveda with conventional Parkinson's treatments. Learn how a holistic approach can manage symptoms, enhance well-being, and balance body energies. Discover the steps to safely integrate Ayurvedic practices into your Parkinson’s care plan, including expert guidance on diet, herbal remedies, and lifestyle modifications.
Promoting Wellbeing - Applied Social Psychology - Psychology SuperNotesPsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
Local Advanced Lung Cancer: Artificial Intelligence, Synergetics, Complex Sys...Oleg Kshivets
Overall life span (LS) was 1671.7±1721.6 days and cumulative 5YS reached 62.4%, 10 years – 50.4%, 20 years – 44.6%. 94 LCP lived more than 5 years without cancer (LS=2958.6±1723.6 days), 22 – more than 10 years (LS=5571±1841.8 days). 67 LCP died because of LC (LS=471.9±344 days). AT significantly improved 5YS (68% vs. 53.7%) (P=0.028 by log-rank test). Cox modeling displayed that 5YS of LCP significantly depended on: N0-N12, T3-4, blood cell circuit, cell ratio factors (ratio between cancer cells-CC and blood cells subpopulations), LC cell dynamics, recalcification time, heparin tolerance, prothrombin index, protein, AT, procedure type (P=0.000-0.031). Neural networks, genetic algorithm selection and bootstrap simulation revealed relationships between 5YS and N0-12 (rank=1), thrombocytes/CC (rank=2), segmented neutrophils/CC (3), eosinophils/CC (4), erythrocytes/CC (5), healthy cells/CC (6), lymphocytes/CC (7), stick neutrophils/CC (8), leucocytes/CC (9), monocytes/CC (10). Correct prediction of 5YS was 100% by neural networks computing (error=0.000; area under ROC curve=1.0).
share - Lions, tigers, AI and health misinformation, oh my!.pptxTina Purnat
• Pitfalls and pivots needed to use AI effectively in public health
• Evidence-based strategies to address health misinformation effectively
• Building trust with communities online and offline
• Equipping health professionals to address questions, concerns and health misinformation
• Assessing risk and mitigating harm from adverse health narratives in communities, health workforce and health system
Histololgy of Female Reproductive System.pptxAyeshaZaid1
Dive into an in-depth exploration of the histological structure of female reproductive system with this comprehensive lecture. Presented by Dr. Ayesha Irfan, Assistant Professor of Anatomy, this presentation covers the Gross anatomy and functional histology of the female reproductive organs. Ideal for students, educators, and anyone interested in medical science, this lecture provides clear explanations, detailed diagrams, and valuable insights into female reproductive system. Enhance your knowledge and understanding of this essential aspect of human biology.
Osteoporosis - Definition , Evaluation and Management .pdfJim Jacob Roy
Osteoporosis is an increasing cause of morbidity among the elderly.
In this document , a brief outline of osteoporosis is given , including the risk factors of osteoporosis fractures , the indications for testing bone mineral density and the management of osteoporosis
Cell Therapy Expansion and Challenges in Autoimmune DiseaseHealth Advances
There is increasing confidence that cell therapies will soon play a role in the treatment of autoimmune disorders, but the extent of this impact remains to be seen. Early readouts on autologous CAR-Ts in lupus are encouraging, but manufacturing and cost limitations are likely to restrict access to highly refractory patients. Allogeneic CAR-Ts have the potential to broaden access to earlier lines of treatment due to their inherent cost benefits, however they will need to demonstrate comparable or improved efficacy to established modalities.
In addition to infrastructure and capacity constraints, CAR-Ts face a very different risk-benefit dynamic in autoimmune compared to oncology, highlighting the need for tolerable therapies with low adverse event risk. CAR-NK and Treg-based therapies are also being developed in certain autoimmune disorders and may demonstrate favorable safety profiles. Several novel non-cell therapies such as bispecific antibodies, nanobodies, and RNAi drugs, may also offer future alternative competitive solutions with variable value propositions.
Widespread adoption of cell therapies will not only require strong efficacy and safety data, but also adapted pricing and access strategies. At oncology-based price points, CAR-Ts are unlikely to achieve broad market access in autoimmune disorders, with eligible patient populations that are potentially orders of magnitude greater than the number of currently addressable cancer patients. Developers have made strides towards reducing cell therapy COGS while improving manufacturing efficiency, but payors will inevitably restrict access until more sustainable pricing is achieved.
Despite these headwinds, industry leaders and investors remain confident that cell therapies are poised to address significant unmet need in patients suffering from autoimmune disorders. However, the extent of this impact on the treatment landscape remains to be seen, as the industry rapidly approaches an inflection point.
Cell Therapy Expansion and Challenges in Autoimmune Disease
Barriers To Wine Consumption
1. Problem
The goal of this research project is to determine the barriers to consumption in bars,
casual pubs, and nightclubs and how to break them down. As wine consumption increases
in America, wine marketers need to know how to increase the consumption within these
areas. There has been a trend in the increase of consumption in Millennials as they are
most likely the children of the Baby Boomers. There are almost 76 million potential
Millennials that marketers need to pay attention to. These Millennials also have $211
billion in annual income according to Prof Olsen’s report on Wowing the Millennials.
Background Research
In the research Prof Olsen conducted Wine for My Generation we the findings
reveal that all four cohorts in your study associated wine with “relaxation”. If relaxation is
associated with wine, then when consumers are in a bar, nightclub or pub they most likely
would not be in the correct environment to feel that way. Therefore, they would opt for an
alternative drink as they would want to feel more energized in bar, casual pub, and
nightclub setting.
According to Jim Hammett, most drinkers also tend to associate wine in a more
formal setting or drinking wine for a special occasion. According to Hammett, the Wine
Market Council said, “its consumer studies indicate the target audience is ready to integrate
wine into their lives, but wine must be brought to mind every day in casual situations that
invite more frequent consumption”. If this is so, then making wine more approachable to
consumers through education is probably the way to go.
In the article written by Walter Nichols he discusses how the United States are
increasing their rate of consumption. It is stated that the for the fifteenth straight year wine
1
2. consumption in the United States is projected to increase and is projected for the first time
to pass Italy in per-capita consumption. It was stated that the United States is on pace to
pass Italy by 2009 and pass France in 2015. The United States will be the largest consumer
of wine on a per capita basis. This is mainly due to the Millennials consuming a much
greater amount of wine ever before. The Millennials also make up the largest group of
consumers.
In Jack Hegger’s “Boomers, Millennials boost wine consumption,” he talks about
how the core drinkers, baby boomers and the millennial generation have gone up and down
relative to each other. Hegger said, “While the percentage of Millennials who consume
wine has increased (from 10 percent in 2004 to 17 percent in 2006), the percentage of
boomers has decreased (48 percent in 2004, 39 percent in 2006), but pollster Pat Merrill
said that while the percentage is lower, the actual number of boomer drinkers is not
necessarily lower. The numbers are affected by the growth in the increasing wine drinking
habits of Millennials. The survey also showed that the 61-year-old-and-up age group
increased from 17 to 21 percent in that same three-year span.”(4*)
What Hegger means by this is that the wine bars, pubs and clubs have to pay
attention to the rising consumption from this group. The baby boomer generation is being
focused on to much while the larger millennial segment of the market is being overlooked.
Another interesting piece that he mentions in his article is the consumption of per capita
and the increasing rate at which it is consumed at home. If there is more consumption on a
per capita basis, then why is there not an increase in the consumption of wine at bars or
pubs? I think the answer is what Hegger says here, “While drinking wine at home, 56
percent of core drinkers acknowledge that they will drink wine when alone, compared to 26
2
3. percent of marginal drinkers and 57 percent of core drinkers will drink wine with takeout
food. Both groups drink more wine while dining at home with the family — 78 percent of
core drinkers and 62 percent of marginal consumers.”(4*)
I find this interesting that 57 percent of core drinkers drink wine with takeout food.
That statistic is alarming when trying to gain an idea to get people to go to bars and pubs. I
think that part in the article lets the industry know that when people go out, they want to
interact with other people, not focus the majority of attention on what they drink rather
what they do.
Survey Findings
After looking at the survey and coming up with some averages based on gender and
both groups there were several conclusions to be made. One of the most obvious results
was in the servings that consumers had during the course of the week. Men drank 9.34
servings per week whereas women had an average of 4.5 drinks per week. Overall beer
was the preferred drink throughout the week. Women had one more drink on average of
white wine as well as sparkling wine than men. Both women and men were on par at
around 3 drinks per week of red wine. Of the men that were interviewed they worked 4
more hours on average than the women.
On average sparkling wine was consumed during special occasions or celebrations
instead of a daily basis. However, research shows that sparkling is a growing trend for the
future. I mentioned above that on average Millennials are drinking almost a serving per
week. The availability of fancy glassware would encourage those in bars and nightclubs to
drink a cocktail. This can be good because the bar or nightclub can portray higher status by
offering fancy glassware. However, the downside is that glassware such as Riedel can
3
4. easily break. I remember visiting Domaine Chandon when they started their Etoile Lounge
guest consumed sparkling in glass flutes. However, once guests began to consume drinks
and dance at the same time, flutes began to break everywhere. The Maitre D was very
upset at this, as soon as he cleaned up one, you can hear another breaking.
On average not many visit wine bars, only a few times per year and if they were at
wine bar they would order red wine. This goes on to support your research findings in your
study for Wine for My Generation in that Millennials prefer dry red wine. The survey
reveals that on average most will try recommendations from friends when at a nightclub as
well as more likely to drink sparking at a nightclub if friends were drinking it with others in
the group. Of this women were more like to order with other friends are ordering.
Continuing to look at the survey, there was no conclusive evidence that price is as
important as was other wise thought. When asked 67 percent of the people strongly or
somewhat disagreed that they would order a drink because it is the cheapest. Also 82
percent either strongly or somewhat disagree that spirits and cocktails are too expensive.
Another question proved that 74 percent strongly or somewhat disagreed that wine was too
expensive. These three questions uncover some of the truth behind pubs, informal bars and
night clubs. There is something else that is deterring the consumer not to purchase wine.
Obviously the cost of wine is not the answer. Since this survey has been done the economy
has taken a sudden hit as far as employment, housing and stocks are concerned. I think that
if this survey was run again the correlation between money and purchasing decisions would
drive the numbers above down. Now that the economy has been faltering, younger
consumers are more careful with spending their discretionary income. As the economy
strengthens the percentage of wine consumption and even alcohol consumption at higher
4
5. prices is likely to increase, along with the spending of discretionary income. These results
on price affect foreign wine to a greater extent then the local California wine industry. An
example of that can be expressed in this article called Europeans guzzling beer like they’re
at an Animal House frat party, study says, “But among Italians aged 14 to 29, only 29%
prefer wine, while 43% say beer is their favorite drink. Preferences are also changing in
France, another historically wine-producing region. Here, 68% of those over 50 say their
favorite drink is wine, while only 24% of those aged 14 to 29 gave that response; most
French young people (29%) chose beer as their favorite drink.”(2*)
As we can see even foreign markets are changing their buying pattern, the same can
be said for the United States markets. The purchasing power for consumers does not go as
far in foreign markets due to high inflation rates and exchanged rates. This relates to an
article called, Hard times hit by Bay Area restaurants. In this article it provides the very
idea that I have already talked about that is affecting the wine industry at a pub, restaurant
level. “Popular practice in economic hard times. In fact, as the value of real estate
plummets, the stock market totters and the jobless rate grows, diners are sharing meals,
skipping dessert, opting to drown their sorrows in a glass of wine rather than ordering a
whole bottle, or staying home altogether.”(1*) As we can see the consumption of wine is
decreasing and is even decreasing over seas.
The previous paragraph invites the discussion of the image of the wine consumer.
The image of the wine consumer is smart, successful and sophisticated. The majority of
wine consumers are well paid. This is contrast with the information above. If young wine
consumers are not particularly adjacent to cost, will this trend follow them as they get
older? That is one of the interesting points that have been brought up. I believe that there is
5
6. a correlation between knowledge and wine. There is a lot of information and facts about
wine that are important to understanding wine. If consumers are not willing to engage in
magazines or books about wine to learn more about it, then why are consumers going to
spend a lot of money on a product they don’t know? The answer is that they are not. I
believe that is the missing gap between young consumers and wine. Young consumers feel
skeptical to buy a product without knowledge or information about the product.
Recommendations
I agree with Hammett in that wine has to become a lifestyle for consumers in order
to embrace it in their daily life. From your research findings in Wine For My Generation,
we have to make sure that wine is taken out of the context of being deemed as a beverage
for relaxation. In order to do the above, wine marketers have to invest time in learning
how to make that happen. Perhaps spending more on advertising is the solution. The
perception of wine needs to be changed. I remember participating in the sparkling wine
focus group earlier this year. The ad that had the three women drinking sparkling and
having a good time is what I think of when I go to Domaine Chandon or when I purchase a
bottle of their sparkling. Perhaps ads that are similar to Domaine Chandon, which creates
an emotional attachment with Millennials in regards to drinking wine in different settings is
the answer.
My recommendation is that if a bar, pub or night club wants to increase their sales
of wine then they are going to have to change the personality of the establishment. There is
something to be said about wine and environment. In certain environments wine is the most
logical choice, to embrace the millennial generation there needs to be a bridge in order to
close the gap between old ideals and new ideals of wine. Many young consumers associate
6
7. wine with their parents, and grandparents. Bars, pubs and night clubs have to be willing to
change their target market to capture the young wine consumer, but I think it isn’t going to
happen because there is too much money to be made in the spirits and beer categories. The
bar industry would have to see a fairly large change in order to change who they would
target. I’m in that Millennial group and the only thing that sticks out to me as far as
innovation and capturing the interest of young people and even older people is Gary
Vaynerchuck of Wine Library TV. He understands what the young consumers like.
Vaynerchuck gives so much energy and inspires the young consumer to experiment and
learn about wine. The biggest thing I believe is that wine is a learning process and cannot
be fully appreciated until the knowledge of wine has risen, and I think that is the idea based
on the decreasing amount of wine consumed at bars, pubs and nightclubs.
Another recommendation is based of personal opinion, considering I am a
Millennial. When I go out to grab a drink I generally enjoy drinking a beer rather than
wine at my local wine bar Bounty Hunter. For me the price is somewhat the reason I don’t
buy a glass of wine. However, the most important factor is that I’m used to consuming
wine with my meal. Therefore, if I’m not in a certain environment, such as a restaurant, I
most likely will consume something rather than wine. The recommendation here would be
to change the lifestyle of the consumers in that wine is not only to be enjoyed with a meal,
however, it can be enjoyed by itself and with others. This idea is already working to some
extent with a surge in wine bars. I feel that in order for people to consume wine at bars,
pubs, and nightclubs—the lifestyle of Millennials will have to change. It can be done
through continued education as Peter mentioned in his recommendation, by breaking down
the wall of the unknown about wine.
7
9. Bibliography
1. Finz, Stacey. “Hard times hit Bay Area restaurants.” SF chronicle .2008.8 Dec.2008
<http://www.sfgate.com/cgi-bin/article.cgi?
f=/c/a/2008/12/07/MN0J14IDRA.DTL>
2. Fisher, Mark. “Europeans guzzling beer like they’re at an Animal House frat party, study
says.” Dayton Daily News .2008.8 Dec. 2008
< http://www.daytondailynews.com/o/content/shared-
gen/blogs/dayton/wine/entries/2008/12/08/europeans_guzzl.html>
3. Hammett, Jim. quot;Young, Marginal Wine Drinkers Form Target for Researchers Eager to
Expand Wine Audience.quot; Wine Business Online. 1997. 2 Dec. 2008
<http://www.winebusiness.com/html/siteframeset.cfm?
fn=../archives/monthly/1997/9710/bmj9718.htm>.
4. Heeger, Jack. “Boomers, Millennials boost wine consumption.” Napa Valley Register
online .2007.8 Dec. 2008
<http://www.napavalleyregister.com/articles/2007/02/08/features/food_and_wine/d
oc45cbf0297f266374068.>
5. Nichols, Walter. “Mes Amis, We’re Catching Up.” Washington Post .2007.8 Dec. 2008
http://www.washingtonpost.com/wpdyn/content/article/2007/12/23/AR2007122300
648.htmlNi
6. Olsen, Janeen, Linda Nowak, and Liz Thach. quot;Wine for My Generation: Exploring How
US Wine Consumers are Socialized to Wine.quot; Business Source Premier. 2 Mar.
2007. Journal of Wine Research. 2 Dec. 2008 <http://0-
web.ebscohost.com.iii.sonoma.edu/bsi/pdf?
9
10. vid=3&hid=105&sid=0725b06e-7d0f-412e-8db1-87241191a188%40sessionmgr10
3>.
7. Olsen, Janeen, Liz Thach, and Linda Nowak. quot;Wowing the millennials: creating brand
equity in the wine industry.quot; Business Source Premier. 2006. Journal of Product &
Brand Management. 2 Dec. 2008 <http://0-
web.ebscohost.com.iii.sonoma.edu/bsi/detail?
vid=6&hid=105&sid=0725b06e-7d0f-412e-8db1-87241191a188%40sessionmgr10
3&bdata=jnnpdgu9ynnplwxpdmu%3d#db=buh&an=22868400>.
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