Wine consumers in British Columbia, Canada

What is it about?

Wine producers in British Columbia, Canada have often used US research or anecdotal data from their own tasting rooms to inform marketing decisions. A study of 500 BC wine consumers illustrates that the Millennial generation is driving the growth of the BC wine industry and Millennial consumers display different purchasing behaviours than those reported in US research. The findings provide a new direction for BC wine producers to better market their wine and compete against foreign imports.

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