I agree with where you are going. 

If you segment by age, there must be a reason for that, and I agree that it makes sense that older people consume more expensive wine. Perhaps create three segments (value, mid-range, and premium).  So: 

• Perhaps your middle segment consumes more wine (glasses per week) than the other segments and more of the mid-range segment
• Perhaps your older segment consumes the same amount of wine as the younger segment, but the older segment consumes more premium wines
• The younger segment consumes more value brands

But the question is likely from the perspective of the wine producer and I don't think the fact that it costs you or me more to purchase in a restaurant is relevant.

Hope this helps!

Allen

Hi there,

My #1 issue with your steps is the amount of asking you're doing. Please please do not ask for the UK population or the split out and in-home. This isn't how market sizing works! The entire time you should be determining your own numbers!

In terms of your breakdown itself, it's good, but I would probably add income into the equation. Poorer folks will not be drinking wine. Furthermore, you'll need to break down wine consumption not just by # of bottles but price per bottle - this won't really work if you're just doing age breakdowns.

Agree with the other coach that you are going the right direction and their suggestion

I would clarify up front with the interview how they would like the size - is it by value (£m sold in the retail market) or is it by value (no. of wine bottles consumed per year)