New Study Uncovers Fascinating Facts About Wine Drinkers

Market Wire, 20050229

A study, completed by Taylor Nelson Sofres for SOPEXA USA, shed revealing light on the profile and habits of wine drinkers in the U.S. The most interesting data came from heavy wine drinkers (10 glasses per month), with the study finding that among all imported wines, French and Italian wines have the highest penetration rate by far (34% and 33% respectively). Secondly, the study concluded that heavy French wine drinkers are younger than those that drink American wine, with 35% being under the age of 35 (versus 28%), and 29% being more than 50 years old (versus 39%). Lastly, it was found that 70% of heavy wine drinkers enjoy both red and white wines.

"SOPEXA commissioned the survey to better understand the wine market in the U.S.," said Jacques Thebault, President, SOPEXA USA. "We found that the most revealing statistics came from the "heavy wine drinkers" category, and one additional notable point is that these consumers are curious. The more wine they drink, the more they diversify," Thebault added.

3,740 wine and non-wine drinkers (representing the entire United States population), were interviewed by telephone. The study looked at light, medium and heavy wine drinkers. Light drinkers are classified as one to three glasses of wine per month, medium as four to nine glasses of wine per month, and heavy as 10 glasses of wine per month.

SOPEXA is an integrated marketing and communications company specializing in targeting the "good life" upscale American consumer. With 39 offices in 34 countries and over $75 million in worldwide billings, since 1964 SOPEXA has been offering its clients all the resources of a big agency, but with the senior management attention only boutique agencies provide. SOPEXA's North American headquarters is in New York, with additional offices in Chicago, Los Angeles, Montreal, Toronto and Mexico City.

SOPEXA's services include:

Strategic planning, market research, advertising (broadcast, print, outdoor), public relations, sales promotion, new brand management, strategic brand management, educational seminars, crisis management, special events, co-branding, trade show visitor relations, POS and collateral materials design and production, e-marketing, and website design.

For highlights of the study's findings, please contact Ann Monahan at (212) 477-9800, or send an e-mail to ann.monahan@sopexa.com.