Wine Consumers Category

Wine Consumers

Thach, L. & Chang, K. (2016). Wine Generations: A new survey looks at consumer wine preferences. Vineyard & Winery Management, Vol. 42, No. 1, pgs. 124-128.

Thach, L., Chang, K. & Olsen, J. (2016). Mixed Race and Blended Wine: How Important is Ethnicity in Wine Marketing? Available at:  

Thach, L., & Bus305W (2016). A Glimpse of iGeneration Wine Preferences. Available at

Olsen, Janeen, Thomas Atkin, Liz Thach and Steve Cuellar (2015), "Exploring Attributes of Variety Seeking Wine Consumers in the US", International Journal of Wine Business Research, Vol27, Iss 4, pp. 260-280.

Olsen, J. Atkin, T. Thach, L, & Cuellar, S. (2015) "Variety seeking by wine consumers in the southern states of the US". International Journal of Wine Business Research, Vol. 27 Iss: 4, pp.260 - 28
Thach, L. & Olsen, J. (2015). Profiling the High Frequency Wine Consumer by Price Segmentation in the US Market. Wine Economics and Policy. Volume 4, Issue 1, June 2015, Pages 53-59. Available at:

Thach, L., & Chang, K. (2015). 2015 Survey of American Wine Consumer Preferences., Nov.2, 2015. Available at

Thach, L. (2014). Wine drinking in America today.  The Conversation, Dec. 26, 2014. Available at

Thach, L., Olsen, J. & Atkin, T. (2014).  Snapshot of the American Wine Consumer.  Wine Business Monthly, Dec. 2, 2014.  Available at:

Thach, L. (2014). Who Buys Wine Online? Wine Spectator, Nov. 5, 2014.  Available at:

Thach, L., Cuellar, S., Olsen, J., & Atkin, T. (2013). "The Impact of Wine Franchise Law on Consumers", International Journal of Wine Business Research.

Thach, L. (2012). "Time for wine? Identifying differences in wine-drinking occasions for male and female wine consumers." Journal of Wine Research.  Vol. 23, No. 2, p. 134-154. Read the article here.

Atkin, T. & Newton, S. (2012). "Consumer Awareness and Quality Perceptions: A Case for Sonoma County Wines", The Journal of Wine Research,Volume 23, Number 2, 2012.

Goodman, S., Lockshin, L., Cohen, E., Fensterseifer, Thach, L., Ma, H., D'Hauteville, F., Siriex, L., Orth, U., Casini, L., Corsi, A., Jaeger, S., Danaher, P., Brodie, R., & Olsen, J. (2008). "International Comparison of Consumer Choice for Wine: A Twelve Country Comparison" Proceedings of the fourth International Conference for the Academy of Wine Business Research, Sienna, Italy, July 2008.

Thach, L. & Hanni, T. (Jan-Feb. 2008). "Wine Marketing for Diverse Palates, Part One," Vineyard & Winery Management. Vo. 34, No.1, pg. 30-33.

Thach, L. & Hanni, T. (March-April 2008). "Wine Marketing for Diverse Palates, Part Two," Vineyard & Winery Management. Vo. 34, No.2.

Thach, L. (April 2008). "How American Consumers Select Wine," Wine Business Monthly. Vol. 15, No. 6, pg. 66-71. Read the full article here.  

Thach, L. (April 2008). "The Ancient Connection Between Women & Wine,"  Wayward Tendrils Quarterly. Vol. 18 No. 2,  pg. 8-9. Reprinted on

Atkin, T., Nowak, L. & Garcia, R. (2007). "Women Wine Consumers: Information Search and Retailing Implications," International Journal of Wine Marketing. Read the full article here.

Atkin, T., & Sutanonpaiboon, T. (2007). "A Multinational Study of Gender Wine Preferences," International DSI / Asia and Pacific, DSI 2007 Full Paper.

Olsen, J., Thach, L. & Nowak, L. (2007). "Wine for My Generation: Exploring How U.S. Wine Consumers Are Socialized to Wine," Journal of Wine Research. Issue 17, No. 1.

Thach, L. & Olsen, J. (2006). "Market Segment Analysis to Target Young Adult Wine Drinkers," Agribusiness: An International Journal. Vol. 22, No. 3, Summer 2006, Special Issue on Wine Marketing.

Olsen, J., Thach, L. & Nowak, L. (July 2006). "Consumer Socialization of U.S. Wine Consumers," Third International Wine Business & Marketing Research Conference, Ecole Nationale Supérieure Agronomique, Montpellier, France.  Refereed paper.

Thach, E. & Olsen, J. (2004). "The Search for New Wine Consumers: Marketing Focus on Consumer LifeStyle or LifeCycle?" International Journal of Wine Marketing. Vol. 16, No. 4.

Olsen, J., Thompson, K. & Clarke, T.K. (2003). "Consumer Self-Confidence in Wine Purchases," International Journal of Wine Marketing. Vol. 15, Issue 3, pg.40-51.

Thach, L., Olsen, J. & Rice, E. (2002). "Expanding the population of wine consumers," Wines & Vines. January 2002.

Olsen, J. & Thach, L. (2001). "Consumer Behavior Regarding Wine Consumption: A Conceptual Framework," Australian and New Zealand Wine Business Journal, Special Marketing Addition. 16 (6), pg. 123-129.