OAKVILLE, March 7, 2008 � It may be hip to drink merlot wine, after all. According to results from a large consumer study released today by Constellation Wines U.S., merlot was the most-purchased varietal premium wine by consumers who view wine as a status symbol.
Merlot made up 20 percent of the wine purchases made by a group dubbed "image seekers," called as such because they like to be known for knowing a lot about wine, according to the 18-month study, called Project Genome, conducted by The Nielsen Co.
Image seekers are consumers who use the Internet to harvest factoids about wine and like to experiment with trendy wines and packaging. However, when they bought wine for home it was merlot, she said.
Image seekers' average age is 35, many part of the millennial generation now reaching age 35, and 60 percent were male, according to Leslie Joseph, vice president of consumer behavior and affairs for Constellation.
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Tuesday, March 25, 2008
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