Everyday Wine Consumer Study - The Wine Group
Understand consumer preferences for everyday wines, box wines, and value positioning
Leroy Murillo
Leroy Murillo, 58, is a married, early-retired IT/operations professional in suburban Fresno, CA. Financially steady ($100k–$149k), a DIY, sustainability-minded gardener and photographer; mentors at a makerspace and values durable, interoperable, privacy-re…
Arthur Martienz
Arthur Martienz, 40, widowed parent in Grand Rapids, MI, is a mining maintenance superintendent leading 18. Bilingual (Spanish at home), safety- and evidence-driven, financially disciplined, time-pressed; favors durable, repairable gear and practical, outdo…
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
Rose Romero is a 29-year-old operations coordinator in Norfolk’s public sector, married, bilingual (English/Spanish), owns a modest townhouse, budgets tightly on mid-range income, uses mobile-only internet, values reliability and transparency, and prefers d…
William Cox
William Cox is a sixty-year-old Knoxville handyman-at-heart, disabled and unemployed, married without kids. Frugal, neighborly, practical. Loves woodworking, UT sports, and Smokies day trips. Seeks durable value, upfront pricing, simple setup, and local, tr…
Mary Reyes
Bilingual 42-year-old practice manager and single mother of six in rural Georgia. Budgets tightly, relies on public programs for healthcare, carpool commutes, and prioritizes predictable, low-friction choices that protect time, money, and family routines.
Leroy Murillo
Leroy Murillo, 58, is a married, early-retired IT/operations professional in suburban Fresno, CA. Financially steady ($100k–$149k), a DIY, sustainability-minded gardener and photographer; mentors at a makerspace and values durable, interoperable, privacy-re…
Arthur Martienz
Arthur Martienz, 40, widowed parent in Grand Rapids, MI, is a mining maintenance superintendent leading 18. Bilingual (Spanish at home), safety- and evidence-driven, financially disciplined, time-pressed; favors durable, repairable gear and practical, outdo…
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
Rose Romero is a 29-year-old operations coordinator in Norfolk’s public sector, married, bilingual (English/Spanish), owns a modest townhouse, budgets tightly on mid-range income, uses mobile-only internet, values reliability and transparency, and prefers d…
William Cox
William Cox is a sixty-year-old Knoxville handyman-at-heart, disabled and unemployed, married without kids. Frugal, neighborly, practical. Loves woodworking, UT sports, and Smokies day trips. Seeks durable value, upfront pricing, simple setup, and local, tr…
Mary Reyes
Bilingual 42-year-old practice manager and single mother of six in rural Georgia. Budgets tightly, relies on public programs for healthcare, carpool commutes, and prioritizes predictable, low-friction choices that protect time, money, and family routines.
Sex / Gender
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Summary
Themes
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Outliers
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