Everyday Wine Consumer Study - The Wine Group
Understand consumer preferences for everyday wines, box wines, and value positioning
Leroy Murillo
I’m a 58-year-old married homeowner in suburban Fresno, living a practical, budget-aware life built around DIY projects, yard work, gaming, and photography. I value durable, low-hassle tools, do my research, and manage diabetes and blood pressure through st…
Arthur Martienz
I’m a widowed Grand Rapids auto service tech balancing homeownership, parenting, and a middle-income budget with a durability-first mindset. I buy proven value, avoid hype, and favor low-friction routines that protect time, money, and steady energy.
Eric Vazquez
Eric Vazquez, 42, is a bilingual, multiracial senior product manager in Utah, married with one son. Rural Orem-based, he’s quality- and privacy-focused, community-minded, and spends free time gardening, photography, and outdoor runs or rides.
Rose Romero
I’m Rose Romero, 29, a Norfolk government finance manager who keeps life tidy, budgets sharper than my blazer, and my phone doing overtime. I’m practical, style-aware, active, and happiest when plans, purchases, and dinner all make sense.
William Cox
I’m a Knoxville husband with construction-calloused instincts: coffee, weather, a small errand, then home. Money stays on a short leash, my body sets the pace, and I trust what’s sturdy, plainspoken, and actually works.
Mary Reyes
I’m a bilingual single mother of six in rural Georgia, working full time as a healthcare property manager. I run on lists, budgets, and follow-through, balancing faith, family, and diabetes care with a steady, no-nonsense focus on what works.
Leroy Murillo
I’m a 58-year-old married homeowner in suburban Fresno, living a practical, budget-aware life built around DIY projects, yard work, gaming, and photography. I value durable, low-hassle tools, do my research, and manage diabetes and blood pressure through st…
Arthur Martienz
I’m a widowed Grand Rapids auto service tech balancing homeownership, parenting, and a middle-income budget with a durability-first mindset. I buy proven value, avoid hype, and favor low-friction routines that protect time, money, and steady energy.
Eric Vazquez
Eric Vazquez, 42, is a bilingual, multiracial senior product manager in Utah, married with one son. Rural Orem-based, he’s quality- and privacy-focused, community-minded, and spends free time gardening, photography, and outdoor runs or rides.
Rose Romero
I’m Rose Romero, 29, a Norfolk government finance manager who keeps life tidy, budgets sharper than my blazer, and my phone doing overtime. I’m practical, style-aware, active, and happiest when plans, purchases, and dinner all make sense.
William Cox
I’m a Knoxville husband with construction-calloused instincts: coffee, weather, a small errand, then home. Money stays on a short leash, my body sets the pace, and I trust what’s sturdy, plainspoken, and actually works.
Mary Reyes
I’m a bilingual single mother of six in rural Georgia, working full time as a healthcare property manager. I run on lists, budgets, and follow-through, balancing faith, family, and diabetes care with a steady, no-nonsense focus on what works.
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Summary
Themes
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Outliers
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