The market of beverage in the U.S. is at $354.2 billion. Alcohol accounts for 60% of this market with revenues of $211.6 billion. Other beverages account for 40% of the market with soft drinks accounting for 23%, milk for 6%, juices for 4%, boiled water for 3% and coffee and tea for 4%. The alcohol market is the largest in all beverages where 49% of the alcohol market share is dominated by beer (malts), 15% by wines, and 37% by distilled wine. California accounts for 59.5% market of wine where red wine is more preferred, with a consumption rate of 55% compared to white with a consumption rate of 37% and others at 8% (Park.street.com, 2016).
The U.S. wine consumers demographics demonstrate that 49% of wine consumers are male while the rest are female. Among them 59% have college degree, and they have earnings of about $50000 every year. Millennial consumers; aged from 21-36 accounted for 36% of total consumers, baby boomers; 37-38 years accounted for 34% of consumers, Gen Xers; 37 to 48 years, for 22% and traditionalist; over 68 years for 8%. Among the main wine consumers Caucasian accounted for 72%, Black Americans for 12%, Asian for 5% and Hispanic for 8% (Becca, 2015). In California 49.8% of wine consumers are female while the rest are male. The consumption based on age demonstrates that individuals aged from 21 to 34 account for 40.3% of all wine consumers in California, 35 to 54 for 42.7%, and those aged 55 and above for 17% of total consumers. Most consumers; 67.6% earns more than $40000 per year, with most of them; 68.2 being college graduate. The highest percentage of consumers; 53.7% are married or cohabiting (Wolf, 2000).
Central Coast of California is one of the major tourist attraction sites. It attracts both local and international tourist interested in both leisure and business. Tourists visiting central coast of California use up to 2.57 billion dollars per year. The region receives a total of about 10.6 million tourists per year, both local and international tourists. Most of the tourists visiting this region focus on business commitments. More than have of tourists; 67% in the region focus on business and thus, they mostly visit the wineries. The visits are normally meant for wine testing with intention of making business deals (Visitmarin.org, 2015).