Uncorking the Truth: Uncovering the Wine Buying Journey through Mobile Shop-Alongs

 

Mike Lakusta and Ethnifacts took on a project for the Wine Market Council seeking to uncover insights about the wine buying journey from young buyers across a wide variety of cultures. The findings of their mobile shop-along study helped their clients come up with creative solutions to help the wine industry become more competitive in the battle against craft cockails and exciting new seltzers, and gained widespread press coverage for Ethnifacts in several industry publications. 

Join us May 14th for a webinar where Mike shares their methods and findings from the study, including: 

  • How they used itracks technology to virtually “come along” on the wine buyers’ journey, in both mobile and physical retail environments, 
  • The nitty-gritty behind what makes up a representative pool of “young multicultural” buyers, and how they made sure they had a set of participants that would get them the findings they were looking for, 
  • The questions they asked along the way to make sure they were getting the full picture 
  • What they uncovered about the reasons young buyers may not be gravitating toward wine in restaurants or retail stores 
  • Creative solutions they recommended to help the wine industry up its game. 

Wednesday, May 14th 2025
12:00PM ET
To register, fill out the form below.

 

About the Speaker

 

Mike Lakusta, CEO & Founding Partner, EthniFacts, LLC – Mike is a 45-year veteran of the Consumer Products Industry having worked on the development & growth of many brands during his management career with Procter & Gamble, E&J Gallo Winery, and major wholesalers in the adult beverage industry.  As SVP of International Business Development & Multicultural Marketing for a multi-billion dollar beverage company, Mike worked with and advised major beverage suppliers both domestically and internationally.  He was a founding member of the Curriculum Committee of the Wine and Spirits Institute at the Conrad Hilton College of Hotel and Restaurant Management at the University of Houston, serves on the Yum! Brands Equity Inclusion and Belonging Committee, and is a member of the Latino Hotel Association Board of Directors, where he recently received the CEO Appreciation Award for working to advance Latino entrepreneurship in Hospitality.

Mike has traveled extensively internationally building relationships with Suppliers and Distributors and gaining a deep understanding of the multi-national consumer in an effort to build and develop tools to achieve leadership in the cultural marketing arena.  His service on multicultural marketing & inter-industry steering committees confirmed the common frustration with lack of accurate multicultural research and actionable insights that led to the founding of EthniFacts.

EthniFacts is an innovative research firm focused on the intersection of personality and culture and how they drive consumer behavior. Applying expertise in psychometric and statistical sciences, innovative demographic tools, and deep cultural observation and interpretation, EthniFacts delivers actionable understanding of today’s dissonant consumer environment to their clients.  Recent clients include The Wine Market Council, Coca-Cola, AT&T, Telemundo, Bacardi, Diageo, Molson Coors, NBCUniversal, Nielsen, the CDC, MRI-Simmons, BanCoppel, Anheuser-Busch, Lowe’s, Major League Baseball, Northwestern Mutual, and many others.