I should have guesed it, however, clustering work has been performed to segment (in Canada, there are six segments) regular wine drinkers according to their wine preferences, drinking habits, responsiveness to promotions and labels, and reasons for drinking. You may learn more about this work in the following article that speaks about how wineries have an opportunity to target wine drinking segments via mobile marketing:

http://tumbleweedmarketinganalytics.com/2011/03/01/clustering-analy...