Segmentation is the key to a successful marketing strategy in the wine industry

Abstract

This article is about market segmentation and its application, which has a great importance for wineries. Based on the research, three different segments could be derived from the data: female, male and age groups. The results show that the most common sources of information for wine tasting are Facebook, the Internet, and friends. Frequency of wine tasting and preferences for wine selection differed between segments.