{"id":14267,"date":"2024-12-03T12:08:10","date_gmt":"2024-12-03T20:08:10","guid":{"rendered":"https:\/\/winebc.com\/industry\/?page_id=14267"},"modified":"2026-03-02T13:20:35","modified_gmt":"2026-03-02T21:20:35","slug":"consumer-segmentation-activation-toolkit","status":"publish","type":"page","link":"https:\/\/winebc.com\/industry\/consumer-segmentation-activation-toolkit\/","title":{"rendered":"Consumer Segmentation Activation Toolkit"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m6tvli82-6649d444f2dd27c68855f22648f35b78\">\n.avia-image-container.av-m6tvli82-6649d444f2dd27c68855f22648f35b78 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m6tvli82-6649d444f2dd27c68855f22648f35b78 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m6tvli82-6649d444f2dd27c68855f22648f35b78 av-styling- avia-align-center  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16926 avia-img-lazy-loading-not-16926 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8.png\" alt='' title='Website Hero Banner (8)'  height=\"850\" width=\"1920\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8.png 1920w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8-300x133.png 300w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8-1030x456.png 1030w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8-768x340.png 768w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8-1536x680.png 1536w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8-1500x664.png 1500w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/10\/Website-Hero-Banner-8-705x312.png 705w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/div><\/div><\/div>\n<div  class='flex_column av-342323-0475da27f69bfeb06e650828e5640018 av_one_full  avia-builder-el-1  el_after_av_image  el_before_av_codeblock  first flex_column_div  '     ><p><section  class='av_textblock_section av-m48vwvrp-a9a252a16c22df99bf43356e47315766 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Wine Growers British Columbia (WGBC), engaged Terroir Consulting to undertake a comprehensive Canada-wide wine consumer segmentation study to provide actionable insights for BC wineries. The study aimed to identify distinct consumer groups, understand their behaviours and attitudes, and offer wineries tactics to effectively engage these audiences.<\/p>\n<p>Building on this research, a partnership with Stormy Lake Consulting led to the development of a segmentation algorithm, providing wineries with a practical tool to apply these insights. This tool enables wineries to categorize their audiences into the BC wine consumer segments in order to implement targeted marketing strategies.<\/p>\n<p>Explore the findings and toolkit below.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-m48w2ofy-a810642debbcaa3ed346c0819a4abb6c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><em>The BC Wine Consumer Research and Activation Guide are resources available exclusively to Full Member Wineries with Wine Growers British Columbia. You must log in to access this content. For support accessing your account, contact &#73;&#x6e;&#x66;&#111;&#x40;&#x57;&#105;&#x6e;&#x65;&#66;&#x43;&#x2e;&#99;&#x6f;&#x6d;.<\/em><\/p>\n<\/div><\/section><\/p><\/div>\n\n\n<div  class='hr av-1wab3sr-79af50e338da8aa1ef40245cd11d5fcf hr-default  avia-builder-el-6  el_after_av_codeblock  el_before_av_one_full '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-1q3gk2j-105e075b48fc8c27bc0bdb74069df855 av_one_full  avia-builder-el-7  el_after_av_hr  el_before_av_one_fifth  first flex_column_div  '     ><section  class='av_textblock_section av-m48x7f9v-5c5e7c5d73da49ff67931a8f4ac2df71 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>THE BC WINE CONSUMER SEGMENTS<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-m48wny2x-b46a430f94901a015af1001e3c3409fa '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Profiles of segments in the BC wine market. The primary target consumers for the Wines of BC brand are the Passionate Advocates, Engaged Explorers, and the Social Samplers.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ca31az-0ad0198009ad932d6d198a7b0f357037\">\n.flex_column.av-1ca31az-0ad0198009ad932d6d198a7b0f357037{\nwidth:17.6%;\n}\n<\/style>\n<div  class='flex_column av-1ca31az-0ad0198009ad932d6d198a7b0f357037 av_one_fifth  avia-builder-el-10  el_after_av_one_full  el_before_av_one_fifth  first flex_column_div  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-osh2t7-5fb1e8cc260811813c1032eb1d73d440\">\n.avia-image-container.av-osh2t7-5fb1e8cc260811813c1032eb1d73d440 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-osh2t7-5fb1e8cc260811813c1032eb1d73d440 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-osh2t7-5fb1e8cc260811813c1032eb1d73d440 av-styling- avia-align-center  avia-builder-el-11  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/Social-Samplers.pdf\" class='avia_image'  target=\"_blank\"  rel=\"noopener noreferrer\" aria-label='Social Samplers'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-14283 avia-img-lazy-loading-not-14283 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Social-Samplers.png\" alt='' title='Social Samplers'  height=\"822\" width=\"361\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Social-Samplers.png 361w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Social-Samplers-132x300.png 132w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Social-Samplers-310x705.png 310w\" sizes=\"(max-width: 361px) 100vw, 361px\" \/><\/a><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1y5rimz-5ed10995ef220941f5a6d02cb86e8f50\">\n.flex_column.av-1y5rimz-5ed10995ef220941f5a6d02cb86e8f50{\nwidth:17.6%;\nmargin-left:3%;\n}\n<\/style>\n<div  class='flex_column av-1y5rimz-5ed10995ef220941f5a6d02cb86e8f50 av_one_fifth  avia-builder-el-12  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m48wuk62-f6bc1e762a6fc9c0fd74c7aa4075d003\">\n.avia-image-container.av-m48wuk62-f6bc1e762a6fc9c0fd74c7aa4075d003 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m48wuk62-f6bc1e762a6fc9c0fd74c7aa4075d003 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m48wuk62-f6bc1e762a6fc9c0fd74c7aa4075d003 av-styling- avia-align-center  avia-builder-el-13  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/Engaged-Explorers.pdf\" class='avia_image'  target=\"_blank\"  rel=\"noopener noreferrer\" aria-label='Engaged Explorers'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-14281 avia-img-lazy-loading-not-14281 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Engaged-Explorers.png\" alt='' title='Engaged Explorers'  height=\"819\" width=\"369\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Engaged-Explorers.png 369w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Engaged-Explorers-135x300.png 135w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Engaged-Explorers-318x705.png 318w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><\/a><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1gqf2ij-276c2d8df3cfeee67d20fcf27a02fb36\">\n.flex_column.av-1gqf2ij-276c2d8df3cfeee67d20fcf27a02fb36{\nwidth:17.6%;\nmargin-left:3%;\n}\n<\/style>\n<div  class='flex_column av-1gqf2ij-276c2d8df3cfeee67d20fcf27a02fb36 av_one_fifth  avia-builder-el-14  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m48x5cna-45f3dcd4711d212fb5a1b507c2fb1510\">\n.avia-image-container.av-m48x5cna-45f3dcd4711d212fb5a1b507c2fb1510 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m48x5cna-45f3dcd4711d212fb5a1b507c2fb1510 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m48x5cna-45f3dcd4711d212fb5a1b507c2fb1510 av-styling- avia-align-center  avia-builder-el-15  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/Comfortable-Casuals.pdf\" class='avia_image'  target=\"_blank\"  rel=\"noopener noreferrer\" aria-label='Comfortable Casuals'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-14280 avia-img-lazy-loading-not-14280 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Comfortable-Casuals.png\" alt='' title='Comfortable Casuals'  height=\"820\" width=\"367\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Comfortable-Casuals.png 367w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Comfortable-Casuals-134x300.png 134w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Comfortable-Casuals-316x705.png 316w\" sizes=\"(max-width: 367px) 100vw, 367px\" \/><\/a><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1814rzv-317bdf0033ad45d5b8b1b67055cb5df0\">\n.flex_column.av-1814rzv-317bdf0033ad45d5b8b1b67055cb5df0{\nwidth:17.6%;\nmargin-left:3%;\n}\n<\/style>\n<div  class='flex_column av-1814rzv-317bdf0033ad45d5b8b1b67055cb5df0 av_one_fifth  avia-builder-el-16  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m48x34sp-22f31a3830df5d1dfbd5b848aaed0244\">\n.avia-image-container.av-m48x34sp-22f31a3830df5d1dfbd5b848aaed0244 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m48x34sp-22f31a3830df5d1dfbd5b848aaed0244 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m48x34sp-22f31a3830df5d1dfbd5b848aaed0244 av-styling- avia-align-center  avia-builder-el-17  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/07\/Passionate-Advocates-Page-1.pdf\" class='avia_image'  target=\"_blank\"  rel=\"noopener noreferrer\" aria-label='Passionate Advocates'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-14282 avia-img-lazy-loading-not-14282 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Passionate-Advocates.png\" alt='' title='Passionate Advocates'  height=\"819\" width=\"369\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Passionate-Advocates.png 369w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Passionate-Advocates-135x300.png 135w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Passionate-Advocates-318x705.png 318w\" sizes=\"(max-width: 369px) 100vw, 369px\" \/><\/a><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jrll8b-9e03e974496a445bdf60f24400d37f99\">\n.flex_column.av-jrll8b-9e03e974496a445bdf60f24400d37f99{\nwidth:17.6%;\nmargin-left:3%;\n}\n<\/style>\n<div  class='flex_column av-jrll8b-9e03e974496a445bdf60f24400d37f99 av_one_fifth  avia-builder-el-18  el_after_av_one_fifth  el_before_av_hr  flex_column_div  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m48x6454-ee4e570509e65c481b7fc24522d39ab8\">\n.avia-image-container.av-m48x6454-ee4e570509e65c481b7fc24522d39ab8 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m48x6454-ee4e570509e65c481b7fc24522d39ab8 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m48x6454-ee4e570509e65c481b7fc24522d39ab8 av-styling- avia-align-center  avia-builder-el-19  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><a href=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/Value-Seekers.pdf\" class='avia_image'  target=\"_blank\"  rel=\"noopener noreferrer\" aria-label='Value Seekers'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-14284 avia-img-lazy-loading-not-14284 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Value-Seekers.png\" alt='' title='Value Seekers'  height=\"820\" width=\"363\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Value-Seekers.png 363w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Value-Seekers-133x300.png 133w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/Value-Seekers-312x705.png 312w\" sizes=\"(max-width: 363px) 100vw, 363px\" \/><\/a><\/div><\/div><\/div><\/div>\n<div  class='hr av-1qmt58b-ae53f71129e52699843ed7bc444f7e53 hr-default  avia-builder-el-20  el_after_av_one_fifth  el_before_av_one_full '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-10kz54r-a6c37662891413be5e4bfa2ebf558c7b av_one_full  avia-builder-el-21  el_after_av_hr  el_before_av_hr  first flex_column_div  '     ><section  class='av_textblock_section av-m48ztnjk-d08df3ee08bc544198ae4a473b0a5a9a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>THE BC WINE CONSUMER RESEARCH &amp; INSIGHTS<\/h1>\n<\/div><\/section><br \/>\n<div  class='tabcontainer av-m490cewr-0010feba291b64611a00bbcdb2d015ad top_tab  avia-builder-el-23  el_after_av_textblock  avia-builder-el-last ' role='tablist'>\n<section class='av_tab_section av_tab_section av-m490baot-1fd31912f1c3480a7e349cfffc60e9a5'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='tab active_tab' role='tab' tabindex='0' data-fake-id='#tab-id-1' aria-controls='tab-id-1-content'  itemprop=\"headline\" >The BC Wine Consumer Qualitative Report<\/div><div id='tab-id-1-content' class='tab_content active_tab_content' aria-hidden=\"false\"><div class='tab_inner_content invers-color'  itemprop=\"text\" ><p>In this report you will learn about the five consumer segments in the BC wine market and their<\/p>\n<ul>\n<li>Demographics, attitudes and behaviours<\/li>\n<li>Average monthly spend on wine, average spend per bottle<\/li>\n<li>How often they drink wine<\/li>\n<li>Motivators to buy wine; when and where they buy wine<\/li>\n<li>How wine fits into their lifestyle<\/li>\n<li>Where they learn about wine<\/li>\n<\/ul>\n<div  class='avia-button-wrap av-t8t40r-a421fd44ec853ba847068443156076a4-wrap avia-button-left  avia-builder-el-24  el_before_av_button  avia-builder-el-first '><a href='https:\/\/drive.google.com\/file\/d\/1USyyFeREm3T84KVhwBZ2mFV-IjzpGJSE\/view?usp=drive_link' class='avia-button av-t8t40r-a421fd44ec853ba847068443156076a4 avia-icon_select-no avia-size-small avia-position-left avia-color-theme-color' target=\"_blank\" rel=\"noopener noreferrer\"><span class='avia_iconbox_title' >DOWNLOAD THE REPORT<\/span><\/a><\/div>\n<\/div><\/div><\/section>\n<section class='av_tab_section av_tab_section av-m490bw55-7db0a8965009e8078bac28887e9df404'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='tab' role='tab' tabindex='0' data-fake-id='#tab-id-2' aria-controls='tab-id-2-content'  itemprop=\"headline\" >Focus Group Findings on Sustainability<\/div><div id='tab-id-2-content' class='tab_content' aria-hidden=\"true\"><div class='tab_inner_content invers-color'  itemprop=\"text\" ><p>Following a Wine Growers BC-initiated focus group research project exploring consumer perceptions of sustainability in wine, findings were organized by BC wine consumer segments to provide wineries with more actionable insights. The research was presented to the industry in March 2024, highlighting key takeaways on sustainability language, value propositions, and the most effective imagery and storytelling approaches.<\/p>\n<div  class='avia-button-wrap av-txc657-e778b192eb391397c1ce1dd2a58c8684-wrap avia-button-left  avia-builder-el-25  el_after_av_button  el_before_av_button '><a href='https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/The-Sustainable-Wine-Consumer-with-Philip-Coppard.pdf'  class='avia-button av-txc657-e778b192eb391397c1ce1dd2a58c8684 avia-icon_select-no avia-size-small avia-position-left avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >THE SUSTAINABLE WINE CONSUMER<\/span><\/a><\/div>\n<\/div><\/div><\/section>\n<section class='av_tab_section av_tab_section av-m490cbli-7e7c2925cb0737d588da8f5028104d5d'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='tab' role='tab' tabindex='0' data-fake-id='#tab-id-3' aria-controls='tab-id-3-content'  itemprop=\"headline\" >Findings on Tasting Room Preferences<\/div><div id='tab-id-3-content' class='tab_content' aria-hidden=\"true\"><div class='tab_inner_content invers-color'  itemprop=\"text\" ><p>WGBC is always looking for ways to build on the BC Wine Consumer research. At the 2024 Insight Conference, we partnered with Terroir Consulting to offer a session featuring BC winery panelists discussing tasting room preferences of BC wine consumers. To enhance the discussion, we utilized the consumer segmentation research by polling the Wines of BC audience\u2014already segmented into BC wine consumer profiles\u2014allowing us to gain insights by segment. Key findings focus on:<\/p>\n<ul>\n<li>Tasting room fee amounts<\/li>\n<li>Waiving tasting fees<\/li>\n<li>Tipping culture<\/li>\n<li>Winery reservations<\/li>\n<\/ul>\n<div  class='avia-button-wrap av-op2wnv-015106efb2f32c28b5100f254ffd8ff4-wrap avia-button-LEFT  avia-builder-el-26  el_after_av_button  avia-builder-el-last '><a href='https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/Winery-Tasting-Room-Fees.pdf'  class='avia-button av-op2wnv-015106efb2f32c28b5100f254ffd8ff4 avia-icon_select-no avia-size-small avia-position-LEFT avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >TASTING ROOM PREFERENCES PRESENTATION<\/span><\/a><\/div>\n<\/div><\/div><\/section>\n<\/div><\/p><\/div>\n<div  class='hr av-l6bpyz-dfb62b08c75ee2ccabba7dce34659afb hr-default  avia-builder-el-27  el_after_av_one_full  el_before_av_one_full '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-pqesaj-73c697f6efe4970e6a6ec745d1a5fe21 av_one_full  avia-builder-el-28  el_after_av_hr  el_before_av_one_third  first flex_column_div  '     ><section  class='av_textblock_section av-m48uqpc2-a2ac3f4ce6503942f7d95406cce76b38 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>THE CONSUMER SEGMENTATION TOOL<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-m48yl9uv-24b0fd47e27603ef2c7457979309069d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Wine Growers British Columbia is pleased to release the Consumer Segmentation Toolkit. Available exclusively to full member wineries, this toolkit is a tangible resource which complements the BC Wine Consumer Qualitative Study, and BC Wine Consumer Focus Group research. Our goal was to not only provide our members with useful information, but a tool to utilize the data for exciting results:<\/p>\n<\/div><\/section><\/p><\/div>\n<div  class='flex_column av-1mavpwb-1cfc964d13ae69199f8c70620dfe974b av_one_third  avia-builder-el-31  el_after_av_one_full  el_before_av_two_third  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m48yvfuc-76bb06e085d2b2d1ba056f5dd54bb6b8\">\n.avia-image-container.av-m48yvfuc-76bb06e085d2b2d1ba056f5dd54bb6b8 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-m48yvfuc-76bb06e085d2b2d1ba056f5dd54bb6b8 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-m48yvfuc-76bb06e085d2b2d1ba056f5dd54bb6b8 av-styling- avia-align-center  avia-builder-el-32  el_before_av_image  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-14291 avia-img-lazy-loading-not-14291 avia_image ' src=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/consumer-segmentation-results-graphic.png\" alt='' title='consumer segmentation results graphic'  height=\"352\" width=\"449\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/consumer-segmentation-results-graphic.png 449w, https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2024\/12\/consumer-segmentation-results-graphic-300x235.png 300w\" sizes=\"(max-width: 449px) 100vw, 449px\" \/><\/div><\/div><\/div><br \/>\n<\/p><\/div>\n<div  class='flex_column av-jb60xn-12a710d1393951bfe21321c43b374958 av_two_third  avia-builder-el-34  el_after_av_one_third  el_before_av_hr  flex_column_div  column-top-margin'     ><p><section  class='av_textblock_section av-m48yqdia-9f8f4d5aa4b0fc8e4a9ea7f8a2373108 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>The activation guide includes three ways to activate the consumer segmentation tool which allows wineries to segment their existing audience into the BC wine consumer types.<\/p>\n<p>Once you determine your audience you can tailor your marketing strategies for maximum impact. With tactics tailor-made for your audience you can expect increased basket size at the winery, growth in e-commerce sales and wine club members, all while building brand advocates.<\/p>\n<p>\u2705Engage with your audience more effectively<\/p>\n<p>\u2705Carve a distinctive space in their minds by presenting content that genuinely aligns with their interests and needs<\/p>\n<p>\u2705Train your staff to tailor their service to their guests through segment insights<\/p>\n<p>It is important to understand clearly who your customers are to find out what they value. Marketers are often too close, too invested, too educated or engaged with the wine category to be able to think and feel like their target consumer<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-m490lqx9-8cf6593468b8c64e9c2e2e28ee2cf053-wrap avia-button-left  avia-builder-el-36  el_after_av_textblock  avia-builder-el-last '><a href='https:\/\/winebc.com\/industry\/wp-content\/uploads\/sites\/2\/2025\/02\/WGBC-Consumer-Segmentation-Three-Ways-to-Activate.pdf'  class='avia-button av-m490lqx9-8cf6593468b8c64e9c2e2e28ee2cf053 avia-icon_select-no avia-size-small avia-position-left avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >ACTIVATION GUIDE<\/span><\/a><\/div><\/p><\/div>\n<div  class='hr av-u0hrnf-52c4e482afc3e59de7059877395f9004 hr-default  avia-builder-el-37  el_after_av_two_third  el_before_av_one_full '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='flex_column av-kbjlzv-28322a2b89aefbac9a7ab6a74b38e345 av_one_full  avia-builder-el-38  el_after_av_hr  el_before_av_codeblock  first flex_column_div  '     ><section  class='av_textblock_section av-m490mcyr-b18ed3a4148f45dd2a57ecd459f04a87 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>PERSONALIZED SUPPORT<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-m48zqmcq-63a4d17c314dbcf8555a00ac3e4ab9e1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Review the Consumer Segmentation Tool Activation Guide and follow the steps to implement one, or all three ways to utilize the tool. While this guide has been designed to allow you to activate the tool easily, we are pleased to offer you personalized support with a Wine Growers British Columbia staff member.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap av-m48zrsa5-439832675fcc835adc8516125a4db2ec-wrap avia-button-left  avia-builder-el-41  el_after_av_textblock  avia-builder-el-last '><a href='&#109;&#x61;i&#108;&#x74;o&#58;&#x69;n&#102;&#x6f;&#64;&#119;&#x69;n&#101;&#x62;c&#46;&#x63;o&#109;'  class='avia-button av-m48zrsa5-439832675fcc835adc8516125a4db2ec avia-icon_select-no avia-size-small avia-position-left avia-color-theme-color'  ><span class='avia_iconbox_title' >REQUEST PERSONALIZED SUPPORT<\/span><\/a><\/div><\/p><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-14267","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - 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