The greatest shift in consumer purchase behavior over the past generation has been from table wines to quality wines, particularly in traditional wine drinking countries. Relatively few people consume wine. In the United States 40 to 45 percent of the adult population does not drink any alcoholic beverages. Of the remainder, less than 20 percent are “regular” wine drinkers, and they account for most of the wine consumption. The occasional wine drinker, an additional 40 percent of the remainder, tends to like wine and might buy more of it if persuaded to do so (Moulton.
