Embodying the lifestyle of the marketing campaign, these users are early adopters of the next trend, a handy trait when promoting lesser known varietals. These users would also explore other branded content such as recipes or blog posts to understand the brand.
This group is looking for a reasonable entry into the next tier of wines. Generally use to purchasing wines under $20, these users don't necessarily expect high-end taste, but will do research to make sure that they're buying a quality produce.
The opposite of our "Premium Wine Explorer," this group mostly consumes beer and liquor products and will look for a low-price entry into the wine category. They are more likely to buy through marketing efforts rather than previous experience with wines or the brand.