ProWein 2012, March 4 to 6 in Düsseldorf, does not only offer a comprehensive overview over the international wine and spirits market, it also is the international meeting place for professionals to discuss current industry issues. The wide range of exhibitors and the exciting support programme form the basis for an intense exchange of information and ideas, and a new research commissioned by ProWein also provides interesting insights. ProWein commissioned market research firm Wine Intelligence to uncover what might constitute the ‘ideal’ wine by assessing consumer preference among key attributes within their purchase hierarchy and to investigate how wine preferences varied by country. For the project, Wine Intelligence interviewed wine drinkers in the UK, the USA, Germany and China to build up a picture of what consumers consider to be an ideal wine. Their analysis of the results showed some interesting patterns emerging, but the research also uncovered several unexpected results that may change industry perceptions of certain consumer groups in the future.
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