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Napa Turns its Attention to Trade Tastings // A smaller and healthier Washington wine industry

March 26, 2025 - Wine Industry Insight Daily News Feed

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“Our final view of the consumer is a heat map from Customer Vinyard that shows how the DTC spending patterns of a given age band compare to that band’s share of the legal-drinking-age population. This allows us to see how much of the changes in consumption come from shifting ages in a population. The number 0 in the table indicates that the segment’s spending is consistent with its population share. A negative number means the segment is underrepresented in its spending relative to its population size, and a positive number shows the extent to which a segment is outspending its population share.”

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