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The Affluent Wine Drinking Empty-Nesters |
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More than half of all frequent wine consumers are 50 years or older and that adults who earn $50,000 in household income who are 45 years or older with no children living at home are 85% more likely to frequently consume wine compared to the average adult. According to The Media Audit, adults who fit these criteria are termed “Affluent Empty-Nesters” and they are a prime target audience for wineries and distributors.
According to the report, more than 18 million adults consume wine frequently – on more than three occasions over a two week period. Slightly more women (52.1%) frequently consume wine than men (47.9%). In 2005, more than $2 billion was spent on measured media by the beer, wine and liquor industry, not including sponsorships, event marketing and point-of-sale promotions that are often times employed as an additional marketing component to traditional advertising. Frequent wine consumption has inched up by more than a percent in the last five years and increased by more than a half percent in the past year. More than half of frequent wine consumers are heavy internet users, according to the study. Among frequent wine consumers, 50.1% spend 430 or more minutes online in a typical week, or slightly more than 7 hours per week. The study also reveals that frequent wine consumers are 47% more likely to be heavy newspaper readers, spending more than 60 minutes a day with a newspaper. |
