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Constellation Releases 2014 Project Genome Findings After Surveying 7,000 Wine Consumers

June 23, 2014

After conducting a 100-plus question survey of roughly 7,000 North American wine consumers over the past 18 months, Constellation Brands has revealed its findings in a study called “Project Genome, The Evolution of the Wine Consumer.” The study is a follow-up on a similar initiative Constellation undertook a decade ago that was also called Project Genome.

Constellation has used its survey findings to segment U.S. wine consumers into six classifications: price driven (21% of survey respondents), everyday loyal (20%), overwhelmed (19%), image seeker (18%), engaged newcomer (12%) and enthusiast (10%). “Having this deeper understanding of the wine consumer will allow us to make the best wines for each consumer segment. With this level of insight, we can build greater loyalty for our existing brands, identify opportunities for growth, and introduce new products to attract consumers across all segments,” Chris Fehrnstrom, Constellation’s CMO, wine & spirits division, told Shanken News Daily. “We’re also able to empower retailers and distributors to implement more effective category management processes. Together, we can influence the way we display wines, promote brands and cluster products based on geography, lifestyle and preference.”

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