An approach to segmenting wine consumers for the Villa Oeiras brand for the United States market

Abstract

Adega do Casal Manteiga is a publicly owned winery that has recently experienced an increase in demand for their Carcavelos fortified white wine. From this demand, the company wants to expand their market to the United States. Due to the lack of knowledge of their demographics, two surveys were created. One aimed towards a public that is familiar with their product and one towards the U.S. citizens. MCA was used on the results to create segments. Even though the significance of the results is low due to the number of participants, a potential market was identified. The most suitable market for the Villa Oeiras brand has the following characteristics. They are either male or female, aged from late 20’s to mid 30’s. They have obtained at least a bachelor’s degree and have a minimum household income of 35 000$ per year. Their status tends to be either married or living with a significant other. They are frequent wine drinkers and occasionally consume fortified wines. They are enthusiastic about any wine related activity