6. Kitchen Casuals
“Middle-aged infrequent wine drinkers who are typically unengaged with the category.” 21% of US regular wine drinkers; 5% of total US wine spend.
Older, low income weekly wine drinkers who typically spend under $10/bottle to drink at home but would probably buy and drink wine more often if they could afford it, they are more likely to come from Central USA.
(Picture Credit: Bill Salek/Flickr)