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Project genome wine consumer research
This document from Constellation Wines U.S. summarizes their Project Genome consumer research study, which analyzed survey and purchase data from 10,000 wine consumers to identify 6 key premium wine consumer segments. The segments - Enthusiast, Image Seeker, Savvy Shopper, Traditionalist, Satisfied Sipper, and Overwhelmed - each have distinct preferences, purchase behaviors, and needs from retailers. Constellation hopes this information will help the wine industry better understand customers and improve the wine buying and consumption experience for all.
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