Consumers* (attending Saturday and Sunday events)
The Chicago area is the nation's third-largest wine market, according to a March 2008 article in Wine Business Monthly.
According to the Wine Market Council, renewed interest in wine can be attributed to recent news linking moderate wine consumption to positive health outcomes, more evolved marketing campaigns and increased media coverage.
Recent gains can also be credited to the adoption of wine in adulthood by the oldest members of the millennial generation. Born between 1978 and 1990, this population of nearly 70 million promises to be the biggest and most influential demographic group since their parents, the baby boomer generation, offering the wine industry a growth potential not seen in more than 30 years.
From the millennial generation to baby boomers and beyond, those who know and love fine wines are among the most sought-after consumers. Members of this demographic:
- hold management career positions
- have high personal and household incomes
- own one or more homes
- drive late-model or luxury cars or SUVs
- spend money on high-end luxury items
- visit museums and attend live-entertainment venues
- are well-educated
- use the internet for personal and work purposes
- are well-traveled
- dine out often
Trade (attending Saturday and Sunday events, and have exclusive access on Monday)
Members of the trade must be pre-qualified for admission by proving they hold decision-making position in companies that sell wine and hold state liquor licenses. Trade members include:
- Business
- Bar/Tavern
- Internet Retailer
- Winery
- Caterer
- Restaurant
- Supermarket
- Distributor
- Specialty Store
- Wine/Liquor Store
- Hotel with food/beverage responsibilites
- Importer
- Profession/Position
- President/Owner
- General Manager
- Beverage Manager
- Category Manager
- Chef
- Director of Catering
- Food & Beverage Director
- Purchasing Manager
- Restaurant/Bar Manager
- Sales & Marketing
- Sommelier
- Wine Buyer