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An analysis of the demographics of wine consumption in developed country markets such as Australia indicatesthat the bulk of wine consumers typically fall into theage group 40 and 60 years with a skew towards women.This generation is often referred to as ‘Baby Boomers’and represents about 24% of the Australian populationand around 33% of the US population. It is a group thatis sensitive to environmental concerns. They were theoriginal activists and are pro environmentalists. Theycreated the first Earth Day back in 1970. However, thevalues of this group have not previously been tapped asfar as wine marketing is concerned
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