Resumen
Strong competitiveness in the wine industry are a matter of permanent concern for wineries, which react producing more sophisticated and higher quality products. Nevertheless, they set aside a relevant aspect such as the market segmentation. This exploratory study shows the wine consumption preferences and behavior of 488 subjects classified per age group in the city of Chillan. The results showed differences in both preferences and behavior in the purchase of alcoholic drinks per consumer?s age. There is also a positive correlation between the reason for consuming wine and the occasions in which wine is drunk. The wine industry should not only run segment marketing strategies but also focus in the test and smell of wine.