Wine Law

3. Rules Communication Wines 3.1. Restrained wine promotion – main acceptable practices Once there is control once there is control over those who will be exposed to the advertisements, the content and the means used to promote wine could be more relaxed, even though there is still no total freedom over the content. The limitation rules still apply, for instance the use of children or teen agers images, social responsibilities as drink and driver or provide alcohol to those sensible consumers. A research about the wine consumer’s profile and market segmentation was useful to bring the results of a search conducted by Wine Intelligence 42 . It was also commented by Thomas Pellechia, at Forbes magazine on 2 December 2018 43 , in the biggest market of wine in world – the USA, which has about 84 million wine drinkers. Quantitative data was collected online, in October 2017, January 2018 and March 2018, from 12,632 (people 49% male and 51% female) who consume wine at least once a month on and off premise, representing nine US regions. A qualitative focus group sampling of 20 interviews was conducted by phone. The results show that: 1) 10% of wine consumers drink many wine styles, from many countries and regions, being called Engaged Explorers ; 2) 19% of wine consumers, the Premium Brand Suburbans , happen to know more about wine than any in the five other segments; 3) 17% of wine buyers, the Contented Treaters , go for a broad range of wines and are interested in a wine’s origin; 4) the Social Newbies , which account for 14% of wine buyers, being the youngest of the segments, have limited wine knowledge, relying on recommendations, which means they can be a fickle market; 4) the largest segment of the US’s wine buying public, at 26%, are quite knowledgeable, yet their focus on wine styles and brands is narrow, giving a little more importance to the value – these were called Senior Bargain Hunters ; and finally, the Kitchen Casuals , who are also among the oldest group of buyers, represent 14% of the buying market and include largely infrequent wine drinkers, not known for going to bars and restaurants to consume wine and showing a limited interest in switching from wines they already know. 42 Source : https://www.wineintelligence.com/downloads/us-portraits-2018/, accessed on 24 April 2020 43 Source: https://www.forbes.com/sites/thomaspellechia/2018/12/02/84-million-u-s-wine-drinkers-fit-into- six-wine-buying-segments/#6351b2f33690, accessed on 24 April 2020.