Emergence of New Segments of Swiss Wine Consumers: A Comparison with a Segmentation Study from 2011

. Tis study aimed to examine the various Swiss wine consumer segments, evaluate whether and how these segments had changed during the past decade, and formulate recommendations for targeted marketing. Data were collected through an online survey involving randomly selected Swiss households who were invited using fyers; the fnal sample size was N � 512. With the use of a shortened version of the questionnaire devised for a similar study published in 2011, we were able to compare the results of the said study with the present results. Te results of the principal component analyses revealed eight factors. Te factor scores were then used in hierarchical cluster analyses, which in turn revealed seven distinct segments of wine consumers. Four of these had already been identifed 10years ago: involved (21.9%), price-conscious (20.3%), lowbrow (16.0%), and image-oriented (5.3%) consumers. Tree new segments emerged: local (15.2%), traditional (11.9%), and relaxation-seeking (9.4%) consumers. Our results show that each wine seller has its own place in the market and can beneft from the present study, which determines the appropriate marketing mix for a specifc segment.


Introduction
Drinking wine has been part of the human culture for at least six millennia, and wine is one of the earliest processed foods that are widely consumed to this day. Grape domestication and winemaking were frst practiced probably in southern Caucasus, possibly in Armenia [1], before spreading to other Caucasus regions, then to the Middle East to Egypt, and later westwards to southern European countries. While wine was used for religious purposes in ancient Egypt, it had gained the status of being a staple in the early civilizations of ancient Greece [1,2]. Winemaking and consumption further developed, expanded, and evolved throughout Europe during the time of the Roman Empire and along with Christian traditions. Winemaking techniques have continually improved, and global consumption increased until the end of the 20th century. Since 2008, the global consumption has been slightly decreasing, dipping to 236 million hectoliters in 2021 [3,4]. In terms of revenue, the market is expected to considerably grow in the coming years [5].

Te Swiss Wine Market.
Consistent with the trend observed in most traditional wine-producing countries in Europe [6,7], both the absolute volume consumption and the per capita consumption in Switzerland peaked in 2000 [3] and then declined afterwards. Over the last 20 years, the per capita Swiss consumption fell by 28%, dipping to 28 liters in 2021 [8], although this consumption level remains to be one of the highest worldwide [9,10]. Te Swiss wine market is mature and saturated [11]. After consumption has declined over the past decades, the frequency of consumption and the share of regular consumers have stabilized at a relatively high level [12]. In 2021, Swiss residents aged at least 16 years drank an average of 35.3 liters of wine [10], equivalent to slightly less than a bottle per week. Te particularly high purchasing power and wealth of the Swiss consumers allow them to allocate probably the highest wine budget worldwide, approximately 260 CHF (1 CHF � 0.92 € in December 2019 [13]) per year per capita in 2019 [14][15][16]. Tis goes along with the fact that Swiss consumers buy virtually only premium wine sold in bottles and consume very few bulk or bag-in-box wine. A store-bought middle range wine typically ranges between 7 CHF and 15 CHF [17]. [18] published the frst comprehensive segmentation study of Swiss wine consumers. To analyze the typology of Swiss consumers, they used a comprehensive set of criteria related to involvement [19], lifestyle [20], consumption motives [21], and purchasing, which resulted in six consumer segments identifed as follows: price-conscious; involved, knowledgeable; image-oriented; indiferent; basic; and enjoymentoriented, social wine consumer. Since then, other scholars have adopted a similar approach and combined diferent sets of criteria to segment wine consumer populations across the world. In Europe, such segmentation studies can be found, for example, for Germany [22], France [23], Italy [24], Spain [25,26], Portugal [27,28], Hungary [29], and Macedonia [30]. Depending on the variables taken to cluster the consumers, the clustering procedure itself, and of course the specifcity and maturity of the market at hand, the outcome of the segmentation analysis will lead to diferent results, i.e., the number of consumer segments identifed as well as the characteristics of each segment. Besides that, consumers and whole populations develop over time. Smith and Mitry [31] argue that by the globalization and similar marketing across diferent countries, at least within Europe, countries will become more similar. Villanueva et al. [32] contradict this by saying that there is a lasting diference between producing (e.g., France, Italy, and Spain) and importing countries (e.g., Germany and the UK). Terefore, it is not surprising that diferent segmentation studies from diferent countries conducted in diferent years using diferent variables and methods will vary in their results sometimes vary widely. Of all these studies, the segmentation study by Duarte et al. [27] comes closest to Brunner and Siegrist's [18] segmentation study. Tey found an enthusiastic segment which corresponds to the involved, knowledgeable one, a regular segment which parallels the basic one, an infrequent segment which mirrors the indiferent one, and a convivial segment which corresponds to the enjoyment-oriented one. Brunner and Siegrist's image-oriented segment has no counterpart in the study by Duarte et al.

European Segmentation Studies. Brunner and Siegrist
Another study important to mention more in depth is a segmentation study by Chamorro et al. [26]. Tey found a consumer segment in Spain which they called it a "regional cava purchaser." Tese consumers were not price-sensitive, were involved, and knew a lot about wine, and as the name suggests, they were keen of locally produced wine. Tis fnding corresponds well to the trend of consuming local foods and beverages, a trend that increased even more in the last few years [33].

Segmentation Studies outside Europe.
Outside Europe, such comprehensive segmentation studies were conducted in Australia [34] and the USA [35,36]. In the last few years, China [37][38][39][40][41] was in the focus of such research since consumers there discover more and more the enjoyment of wine drinking. Te same is true for India [42,43] but on a much lower level. It seems that even in a very diferent cultural setting like China, comparable consumer segments can be found when using appropriate measures since Masson et al. [40] found six segments they described as indiferent occasional, wine lovers, relaxed amateurs, social networkers, stay-at-home connoisseurs, and infrequent money-minded.

Te Present
Study. Tis literature review shows that we are well aware what kind of consumer wine segments exist throughout the world. However, to the best of our knowledge, no study examined how such consumer segments develop over time using the same measurement and method. Terefore, the goal of this study is to (a) examine the various Swiss wine consumer segments, (b) evaluate whether and how these segments had changed during the past decade by comparing them with those obtained by Brunner and Siegrist [18], and (c) formulate recommendations for targeted marketing.

Data Collection.
Data were collected through an online survey conducted in two waves: the end of 2021 and the beginning of 2022. Participants were invited using fyers containing a brief introduction of the study purpose, a hyperlink, and a QR code that allows one to participate. Flyers were sent to all households located in 67 ZIP code areas (see Figure 1), comprising a mix of urban, semiurban, and rural localities spread across the three language regions (German, French, and Italian) of Switzerland. Within a household, a person aged over 16 and enjoying a glass of wine from time to time was asked to fll in the questionnaire. Tis procedure aimed to obtain a representative sample of the Swiss households. In winter 2019/2020, 89% of the Swiss population aged 14 years or older were regular Internet users [44]. Given the increasing percentage of this population over the last decade and given the lockdown in spring 2020, it is reasonable to assume that a fairly representative sample of the adult Swiss population could be reached through this online survey.
During the two waves, 693 questionnaires were collected, representing a response rate of 2.8%. Questionnaires missing more than 30 responses and respondents who failed a simple consistency check, along with those who identifed themselves as abstinent, irregular, or extreme consumers (less than once a month or more than 300 bottles a year), were excluded, leaving 563 cases. In 512 of the 563 questionnaires, all questions related to segmentation variables were answered, and therefore, these cases fnally made up the fnal sample.

2.2.
Sample. Regular wine consumers are not homogeneously represented across the Swiss population; unsurprisingly, men and older age groups are overrepresented in the sample. Te characteristics of the sample population are detailed in Table 1. 2.3. Questionnaire. Te general structure and elements of the questionnaire used in the study of Brunner and Siegrist [18] were adopted, and the questionnaire was shortened to render it suitable for an online survey. Te survey comprised three sections. In the frst section, participants were asked about their wine consumption behavior and purchasing habits. Tey had to indicate how often, how much, on what occasions, and what kind of wine they consume. Concerning purchasing, they had to indicate who is in charge of wine purchase in their household, as well as where, how many bottles, why they buy wine, and how much they spend on it. Consumption of other beverages was also queried. Te second part of the survey focused on segmentation variables. In their study, Brunner and Siegrist used principal component analyses (PCAs) to reduce the number of items to nearly 100. Seventeen relevant factors were identifed and were subsequently used as segmentation variables. In the present study, we selected two items of each factor and one additional item, reaching a total of 35 items, which allowed us to investigate (a) involvement, (b) purchasing criteria, and (c) lifestyle and drinking motives. Items were formulated as statements in which participants had to indicate their degree of agreement using a six-point Likert scale (1 � do not agree at all; 6 � completely agree). Te last part of the survey dealt with sociodemographic questions on gender, age, household composition, area of residence, occupation, education level, nationality, and income.

Scale Development.
Te initial data analysis revealed collinearity between items related to the same aspects (involvement, purchasing criteria and lifestyle, and drinking motives). Separate PCAs were conducted for each of the three aspects, similar to the procedure applied in the frst study. Te frst PCA was conducted on the four items related to involvement, followed by varimax rotation. Te Kaiser-Meyer-Olkin (KMO) criterion was used to measure the sample adequacy for the analysis (KMO � 0.81), and it yielded a score well above an acceptable limit of 0.5. Tis analysis identifed a single factor with an eigenvalue higher than Kaiser's criterion of 1, which explains 71% of the variance. A reliability analysis revealed a very satisfactory coefcient (Cronbach's α � 0.87). Te factor, items, factor loadings after rotation, and reliability coefcients are presented in Table 2.
Te second PCA was conducted on the 11 items related to purchasing motives. Tree factors had eigenvalues exceeding 1, and together they explained 55% of the variance. Te KMO criterion (KMO � 0.79) confrmed the sampling Australian Journal of Grape and Wine Research adequacy for the analysis. Reliability analysis was performed for the three factors. Te results were satisfactory for two of them but lower than the recommended (0.48) for factor bargain. Te latter was nevertheless maintained and used in the subsequent segmentation, as it allows us to measure a very relevant and central factor in purchasing decisions. Te factor with their items, the factor loadings after rotation, and the reliability coefcients are presented in Table 3.
Te last group of 20 items related to lifestyle and drinking motives was subjected to an initial PCA. Tree items with a diference of less than 0.1 between factor loadings were excluded; only the items that are clearly loaded on a single factor in the analysis were included. A second PCA was run on the remaining 17 items. One more item showed a diference of less than 0.1 between factor loadings and thus was excluded. Te fnal PCA was performed on the remaining 16 items. Four factors had eigenvalues higher than 1 and together explained 59% of the variance; each item is now clearly loaded on only one factor. Te KMO criterion (KMO � 0.81) confrmed the sample adequacy for the analysis. Te factor, items, factor loadings after rotation, and reliability coefcients are presented in Table 4.

Clustering
Procedure. Te eight disclosed factors were then used to identify wine consumer segments.
In 512 of the 563 questionnaires, all questions related to segmentation variables were answered, and the cases could be included in the clustering procedure. Te average factor scores were computed for each of the eight factors and were Notes. * FSO territorial typology may difer from the perception of the respondents; * * resident population ≥25 years; * * * resident population ≥15 years. Sources: [45][46][47][48][49][50]. frst subjected to hierarchical cluster analysis involving the single linkage method, with squared Euclidean distance as a distance measure in the clustering procedure. Tis procedure aimed to identify potential infuential cases (outliers). Four of them were identifed and eliminated before running a second cluster analysis [57] this time using Ward's method and squared Euclidean distance. Solutions between two and ten clusters were assessed using the score plot and the agglomeration schedule by computing the percentage of change in the clustering coefcients. As is nearly always the case, the largest percentage increase occurred when merging two clusters into one. According to Backhaus [57], this solution should be neglected if an elbow further appears in the plot or if another large percentage increase occurs. Te two largest changes occurred when merging three clusters into two and when merging seven clusters into six. Terefore, the three-and seven-cluster solutions were selected for further considerations and were subjected to statistical analysis using general linear models (GLMs), followed by contrast analyses. Robust tests (Welch and Brown-Forsythe) were used due to unequal cluster sizes and heteroscedasticity. For both solutions, the clusters difered signifcantly (p < 0.001) across the eight factors. Contrast analyses revealed slightly more distinct clusters in the sevencluster solution, indicating the presence of seven clusters and justifying the preference for this solution.
Robust tests (Welch and Brown-Forsythe) were used to compare the seven clusters in terms of their wine consumption behavior, purchasing habits, and sociodemographic features.

Results
Te clustering procedure revealed seven segments with distinct behaviors in terms of involvement, purchase motives, lifestyle, and drinking motives as follows: traditional (11.9%), lowbrow (16.0%), price-conscious (20.3%), involved (21.9%), local (15.2%), relaxation-seeking (9.4%), and imageoriented (5.3%) consumers. Te results of the cluster analysis, including the mean scores for the eight segmentation variables, are summarized in Table 5, illustrated in Figure 2, and detailed in the following subsections. Te mean scores and percentages of the selected describing variables by clusters are shown in Tables 6-8.

Te Traditional (11.9%).
For traditional consumers, wine has gained its place on the meal table. Wine consumption is part of cultural or family heritage and is possibly regarded as an aspect of a healthy lifestyle, as wine is considered a natural beverage. Tey drink about one to two glasses of wine preferably during or before dinner several times a week, including working days. Traditional consumers truly appreciate the taste of wine, its complexity, and the way it enhances a meal's experience. Tey prefer fullbodied and structured tannic red wines, but they also drink white wines possibly before dinner. Traditional consumers purchase wines mostly in supermarkets and at times in specialized stores; they are price-conscious and often buy wine on special ofer. When making their choices, traditional consumers consider several aspects of wine, such as grape variety, provenance, cultivation methods, or winemakers, as well as expert opinions, such as reviews, ratings, awards, personal recommendations, or advice from salespersons. Traditional consumers represent a signifcant target group in terms of willingness to spend and opportunities to infuence the buying process. Teir interest in the topic causes them to attend tasting events and wine fairs, especially those organized by retailers. Tey grab opportunities to get introduced to new wines and to deepen their knowledge about intrinsic wine characteristics and food pairing. Tese activities, along with promotions, allow supermarkets and possibly specialty shops to showcase a selection of tailored products and services and build loyalty among this possibly highly proftable consumer group through the customer-oriented sales staf.

Te Lowbrow (16.0%). Lowbrow consumers do not
really care much about wine; they show low consumption both in terms of frequency and the total amount. Tey are not interested in the topic, they do not like buying wine, and they are, unsurprisingly, less likely to be in charge in wine purchases in their respective households. Tey do not like complex, structured, or full-bodied red wines, but they might enjoy a glass of sweetish white wine, or they might go for a sparkling wine. Te composition of this segment includes a higher proportion of women, individuals with the lowest education level, and those residing in urban areas compared with the composition of the other segments.
In terms of marketing, lowbrow consumers are a difcult segment. Tey rarely buy wine, and when they do, they buy spontaneously in supermarkets or discount stores, where marketers may try to capture their attention by ofering discounts or by prominently displaying cheap, mainstream, and sweetish white wines.

Te Price-Conscious (20.3%).
Price-conscious consumers are moderate consumers who like to share a glass of wine with others and enjoy drinking wine along with a meal or when dining in a restaurant; moreover, they drink more during holidays. A proportion of this segment (20%) indicated that they never drink during weekdays. Priceconscious consumers buy wine when their stock is empty and when they encounter special ofers. Tey are pricesensitive in the sense that they are smart shoppers and often buy in supermarkets. When making a choice, they consider label information, such as awards and ratings, and they rely on recommendations.
Promotions and special ofers are proven efective for price-conscious consumers. However, the central emotional motives for purchase must not be disregarded, such as wine as a food accompaniment. Professional and empathetic sales advice and recommendations for the combination of wine and food could infuence the price perception and the purchase decision of this target group.

Te Involved (21.9%).
As the name suggests, involved consumers are quite interested in wine and consider themselves connoisseurs. Tey seek information about wines and take part in wine tasting events. Tey truly enjoy all activities related to wine, but they remain average consumers both in terms of quantity and frequency. Tey also appreciate sharing the pleasure of drinking with others. Involved consumers enjoy diferent types of wines, with a preference for well-balanced white and ample-rounded red wines to some extent. Light red, sparkling, and sweet white wines are not their type. When buying wine, they rely on their own knowledge while considering wine attributes, such as the grape variety, provenance, cultivation method, and producer. Tey prefer buying directly from producers (or from wine cellars), but they also make some of their purchases in supermarkets, specialized shops, and online stores. Price does not really matter to them, so they spend the most on average per bottle. Involved consumers show the highest average income and are male-dominated.
Involved consumers explore the world of wine inquisitively and enjoy visiting tasting events and wineries. When purchasing, they trust their knowledge and are happy to spend money on their chosen products. It is essential for sales staf to facilitate a professional dialogue and avoid providing superfuous information. Tis requires showing interest in their customers and mastering the sales process. Moreover, emails must have an enriching efect on this target group so that they are always opened and not deleted. 8 Australian Journal of Grape and Wine Research

4.1
Notes. * * * p < 0.001; * p < 0.05; a in CHF; b Likert scale; 1 � "do not agree at all" to 6 � "agree completely"; bold � the highest score for the variable; italic � the lowest score for the variable; mean scores on a six-point.  Notes. * p < 0.05; * * p < 0.01; bold � the highest score for the variable; italic � the lowest score for the variable. Australian Journal of Grape and Wine Research 3.5. Te Local (15.2%). Local consumers, together with the lowbrow, show the lowest consumption of wine and other alcoholic beverages. Tey are moderately fond of wine and only drink within the context of a shared meal. Tey prefer red wine and show the highest share of Swiss wine consumption. Local consumers buy wine not because they enjoy drinking, but because their stock is empty, and they need a few bottles to ofer or serve to their guests. Tey do their purchases in supermarkets, sometimes directly from producers, but not online. Local consumers work and earn less compared with the other consumer segments, and they are older and thus are possibly retired. Tey live on the countryside and in the Italian-speaking part of Switzerland, where Swiss red wine is produced. Local consumers form an interesting new target segment for retailers selling local wines and possibly local producers with an on-site sales outlet. For local consumers, ofering or drinking wine is a way to mark the special character of a meal or a shared moment. As Swiss wine mostly has a midrange price, the crux is that these consumers want local wine but do not want to spend too much. Terefore, they should respond particularly strongly to discounts on Swiss wine.

Te Relaxation-Seeking (9.4%).
Relaxation-seeking consumers enjoy wine for its taste and relaxing efect. After a busy day, they can relax with a glass of wine. Tis segment drinks the most per occasion and in absolute quantity; they consume wine frequently at the end of the day with or after dinner, even more so during vacation. Tey prefer heavy red and well-balanced white wines. It is the segment with the highest consumption of white and rose wines. Relaxation-seeking consumers buy wine at supermarkets, wine cellars, or online when their stock is empty or when there are special ofers. Te proportions of women, young individuals, and highly educated people are highest in this segment.
Relaxation-seeking consumers seem to be a very special and potentially proftable segment given their high consumption. Tus, knowing their needs and trying to meet these in an optimal way are worth it. Tese consumers value the overall sensory experience that goes with wine consumption, from tasting to relaxation. Te importance of the latter objective is confrmed by their propensity to consume relatively high volumes at times at the end of the day but not specifcally in the context of a meal. Tus, wine clearly seems to be consumed for its own sake, perhaps as a kind of habit, to relax after working hard for a day. Creating or evoking an overall sensory experience that helps one to calm down seems to be a promising way to target this segment. Wine labels, attractive emails, or well-designed website might work. Te high proportion of women, the low mean age, and the high level of education of this segment must be considered when developing the communication concept. Relaxation-seeking consumers must be treated as aspiring connoisseurs and must be educated regarding the optimal storage, preparation, and serving of diferent wines, so they fully beneft from their potential.

Te Image-Oriented (5.3%).
Image-oriented consumers drink wine not only because they enjoy its taste but also because its consumption is rooted in a tradition. Moreover, drinking wine characterizes the lifestyle they aspire. Tey do not like light and fresh red wines; they prefer full-bodied and structured ones. When it comes to white wines, this segment shows the highest preference for full-bodied-rich wines. Image-oriented consumers also like beer and distilled spirits. Tey drink wine during meals and often before meals as an aperitif or at brunch. Generally, they drink more during vacation. Image-oriented consumers are almost always responsible for wine purchases in their households. Tey buy wine in various outlets, such as supermarkets, wine cellars, and specialized shops, often to replenish the stock of their favorite wine or when there are special ofers. Consumers in this segment spend more money per bottle, especially if the wine is intended to be ofered. Tis segment is maledominated.
Image-oriented consumers look for wines that allow them to mark and highlight their status, level of expertise, fnancial means, and expression of generosity. Terefore, it is important to ofer and present them with wines that have a reputation and recognized value, such as well-known brands, origins, or producers. Marketers must take care of this consumer segment and must build their self-esteem, treating them as connoisseurs even if they are not yet. Tey should be provided with accessible but impressive knowledge, which they can mention to their guests or during discussions. Special ofers coupled with the tasting of expensive and prestigious wines can be an interesting strategy to attract image-conscious consumers in supermarkets. Large cellars, wine merchants, or specialized shops can consider creating clubs targeting this segment and inviting their members to high-end events.

Discussion
To the best of our knowledge, this is the frst study to examine how wine consumer segments develop over time. Seven segments were identifed in the present study. Among these segments, the involved and lowbrow consumers (called "the indiferent" in Brunner and Siegrist's [18] study) are the most consistent over the years in Switzerland. Te profle of the involved consumers in this study is quite similar to that of the involved and knowledgeable consumers in Brunner and Siegrist's study, and they are comparable to the connoisseurs frst identifed by Spawton [58]. Besides their strong interest for wine and its related activities, the involved consumers display a recognizable consumption pattern (i.e., moderate consumption of a large array of wines) and purchasing behavior (i.e., they buy a fair amount of their wine directly from producers, and they allot the highest budget per bottle). In both studies, this segment has the highest income. At the opposite end of the spectrum, the lowbrow consistently showed low interest in wines, low consumption, and a dislike for complex, structured, or fullbodied red wines. Tey also show in both cases the lowest education level. An image-oriented segment was also identifed both in the present study and in a previous Swiss study. In both studies, the consumers belonging to this group like the image associated with wine consumption and spend the highest budget on wine bottles they intend to ofer. Te image-oriented consumers are clearly male-dominated and like to drink beer and other alcoholic beverages besides wine. Te fourth segment that has a counterpart in Brunner and Siegrist's study consists of price-conscious consumers, who look for wine sales, which are quite common in Switzerland.
Compared with the study conducted 10 years ago [18], the present study revealed three new segments. Te traditional consumers are seemingly a new important segment in the Swiss market. Tis segment should attract the attention of marketers, as it combines high consumption with a strong interest in the subject. In addition, their consideration of various information sources and their price sensitivity render them to be the main target of marketing activities. Tey support the trend of healthy hedonism [33,59], where pleasure and health go hand in hand and defne what is found on the meal table.
Te local consumers do not drink the most, but when they drink, they prefer wine from Switzerland. Tese consumers might be associated with wine production in one way or another. Tey are likely the residents of the Italianspeaking part of Switzerland or some other regions in the countryside where wine is produced. Tus, if they go outside for a walk, they are likely to see vineyards, which lead them to buy local wines. Te trend for local food and beverages has emerged strongly in the last few years [33]; therefore, it is not surprising that a new wine consumer segment has emerged. Chamorro et al. [26] identifed a segment of the "regional cava purchaser," which might be an early detection of such a local buying segment.
Te relaxation-seeking consumers are the last new segment identifed in this study. Te emergence of this segment, which consists of the highest proportion of women, exemplifes the gender shift trend. Wine, which has long been considered a typical beverage for males, has now been adopted by women. Te relatively young average age and high income of this segment, as well as its dedicated consumption pattern, speak in favor of this hypothesis. Te socalled female connoisseurs [33] may be included in this segment. When consuming wine, the relaxation-seeking consumers are looking for a holistic sensory experience, which positively infuence their body sensation and mood. Tis behavior corresponds to the so-called sensual food and mood food trends observed at a more global scale [33,60]. Masson et al. [40] described a segment of relaxed amateurs found in China, which seems similar to these consumers as they drink wine to create a relaxed atmosphere.

Conclusion
Te economic success of wine producers and various sales channels depends on the patronage of consumers. Tis study helps wine producers, retailers, and restaurateurs understand consumers, defne the segments appropriate for their business, design the right customer experiences and assortment, position themselves clearly vis-à-vis relevant competitors, and efectively infuence one's willingness to pay during a purchasing process.
Te results of this study highlight the diversity of consumption patterns and motives. Furthermore, it shows how these behaviors are dynamic and change over time, and as a result, new consumer segments emerge, and old ones disappear. Tis study, to the best of our knowledge, is the frst to show how such consumer wine segments develop. Te study, therefore, underlines the value of repeated market-specifc segmentation studies and clearly illustrates that mass marketing is not appropriate, especially for a good that establishes a category on its own. Future research should investigate the development of consumer segments in diferent regions with diferent wine cultures, as it would be interesting to see whether the changes observed in this study happen elsewhere similarly. To validate the identifed consumer wine segments, marketing studies would help in measuring the efectiveness of targeted advertising messages. In the same respect, future studies could investigate the efectiveness of a segmentspecifc front label design as well as a segment-specifc bottle design.

Limitations.
As with all nonmandatory surveys, there is a risk of a self-selection bias. In the present case, it could be that only consumers with a very strong interest in wine participated. However, the fact that two segments were identifed, which include consumers with little interest in wine, defuses this assumption. Furthermore, the comparison with the demographic characteristics of the Swiss population (see Table 1) indicates a certain degree of diversity in the sample and a good match in representativity that allows us to generalize the result for the Swiss wine market.

Data Availability
Te data used to support the fndings of this study are available from the corresponding author upon request.

Conflicts of Interest
Te authors declare that they have no conficts of interest.