I was intrigued by a recent Forbes article that described the U.S. wine market as the “most populous wine market on the planet.” The article was based on data from the Wine Intelligence 2018 portrait of the U.S. wine market. The report reveals that there are 84M regular wine drinkers in the U.S. and it segments wine drinkers into six buying groups. A sample of the wine customer segmentation report explained the methodology, described some of the demographics and purchase behavior for each segment and shared the segment sizes in a pie chart.

I used the data from the sample report to create two charts on a single PowerPoint slide. This type of customer segmentation chart is also featured in our 10 Strategy Charts guide.

Wine Customer Segmentation Charts: 100% Stacked Bar and Bubble Chart

100% Stacked Bar and Bubble Chart of US Wine Buying Segments

First, I turned the segment size data into a 100% stacked bar chart because I find it to be more user friendly than a pie chart. You can see that the Senior Bargain Hunters and Premium Brand Suburbans segments are the largest wine customer segments and together they are 45% of U.S. wine drinkers.

To provide a more comprehensive view of U.S. wine customer segmentation,  I added the second chart. The bubble chart shows consumption frequency on the X axis, average spend per bottle on the Y axis and the number of drinkers as the bubble size. I added demographic and behavioral information from the segment descriptions to the chart legend.

I found it interesting that the three most price-conscious segments (Senior Bargain Hunters, Kitchen Casuals and Premium Brand Suburbans) tend to be older consumers and they represent 59% of the market. The younger segments (Social Newbies and Engaged Explorers) are only 24% of the market. As an Engaged Explorer, I was surprised to learn that this is the smallest segment.

How I Created the Wine Customer Segmentation 100% Stacked Bar Chart

  1. I chose Multiple Charts from the Mekko Graphics ribbon to insert 2 charts on the PowerPoint slide.
  2. Next, I changed the chart type for the first chart to a 100% Stacked Bar chart.
  3. In the chart data sheet, I typed in the segment percentages from the report in the first column. Then, I used these percentages to calculate the segment values in the second column of the data sheet.

Chart Data Sheet for 100% Stacked Bar Chart

  1. Under Format Chart, General tab, I chose to show the series name, value and percentage as labels.
  2. On the Values tab, I formatted the bar total and segment values to include M (millions) as the unit.
  3. On the Sort tab, I selected a Series Display Order of Biggest on Bottom.
  4. Using Format Axes, I hid the X and Y axis for this chart.
  5. I resized the chart by dragging the margin handles.

How I Created the Wine Customer Segmentation Bubble Chart

  1. I changed the chart type for the second chart to a Bubble chart
  2. In the chart data sheet, I typed in the X and Y data. I made assumptions based on the summary data available from the report and used a value between 0-4 for the X and Y axis data. Next, I added the segment size data from the calculated column in the 100% stacked bar chart.
  3. I used the Group column in the chart data sheet for demographic and behavioral information for the segment. I found this in the text of the sample report and it will be shown in the chart legend. This is an interesting way to make the chart more insightful by adding qualitative information.

Data Sheet for Wine Segmentation Bubble Chart

  1. Using Format Axes, I added axis titles for the X and Y axes. I clicked on the Reference Bubble tab to hide the Reference Bubble.
  2. I replaced the Axis values with the text labels, High and Low by double clicking on the labels and typing over the values.
  3. To show the segment descriptions, I added a legend to the chart by selecting the Legend button in the Mekko Graphics ribbon. Next, I opened the Format Legend task pane by double clicking on the legend. I created a custom order for the legend items by showing the items in quadrant order, starting with the upper right quadrant.
  4. Under Format Chart, General tab, I chose to show horizontal and vertical quadrant lines
  5. I resized the chart by dragging the margin handles.

Take These Charts and Make Them Your Own

Download these charts in PowerPoint and edit them using Mekko Graphics. View more bar charts and bubble charts in our chart gallery. Here are some other charts that may be of interest to you.

Growth in U.S. Wine Consumption

Wine Exports by Country

European Beer Consumption

Highlighting Customer Profitability