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Regional power: Extended geographical mentions on labels // Wine Institute Welcomes Julie Berge as Vice President of Communications & Member Relations

March 18, 2025 - Wine Industry Insight Daily News Feed

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“Within the current population, the preference for wine grows with age, beer remains mostly constant and spirits decline. This pattern has popularized the view by many that consumers will switch to wine over the course of their lives simply because they age. That is and always has been a fallacy. Consumers buy any good based on need, personal values, convenience, the inherent worth of the good, projecting an image for older people or fear of missing out for younger people, among other factors…There are significant differences in selling to the values of older and younger consumers, as described in [this chart].”

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