The wine industry has been criticised in the past for adopting a massmarketing approach but in the current ultracompetitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. 2001. This process included the development of a winerelated lifestyle WRL measurement research instrument and the identification of five winerelated lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five winerelated lifestyle segments is reported on. The further theoreticallydriven development and improvement of the WRL research instrument is also described.
International Journal of Wine Marketing – Emerald Publishing
Published: Jan 1, 2003