U.S. Consumer Attitudes to Wine Consumption Changing Rapidly

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morefocus LLC, a leading on-line publisher and research panel manager, today released a new set of results from its on-going Lifestyle Attitudes survey.

morefocus LLC, a leading on-line publisher and research panel manager, today released a new set of results from its on-going Lifestyle Attitudes survey. The preliminary results, drawn from the wine and health panel, show significant shifts in consumer attitudes to wine consumption.

"The data suggest that the role of wine as an alcoholic beverage is taking secondary place to its health value in the minds of consumers," said Dr. Regan Carey, a senior morefocus research director. "There is a definite shift to the European mindset. Of particular note, 86% of the US-based panel now agree or strongly agree that red wine, drunk in moderation, is beneficial to health," Dr. Carey continued, "while a significant 71% consider 'moderate consumption' to be two or more glasses per day."

Other unexpected results from the 10,000 sample survey include the dramatic change in preference from white wine to red. Surprisingly, 77% of the panel participants prefer red to white, with 22% saying that they drink more red than white as a result of research reports indicating that moderate red wine consumption helps prevent heart disease. A significant minority, 44% felt that guidelines for healthy consumption should be included on wine bottled labels.

The wine attitudes survey is part of an on-going initiative run in conjunction with NCERx LLC, the healthcare division of the morefocus group. Through regular sampling of the combined NCERx and morefocus panels the initiative is building a longitudinal view of consumer attitudes to lifestyle choices, and their impact on health.

Barbara Hisiger, CEO designate of morefocus, commented, "With seventy condition-specific health panels operated by NCERx, the micro-segmentation opportunity for the large-scale combined panel is enormous. The very high retention and compliance rates for the health panels, combined with the ability to append multi-channel lifestyle data, yield a constantly updated view of changing consumer behavior."

Further information and summary results of the wine and health attitudes survey are available on request from morefocus at http://www.corporate.morefocus.com/.

About morefocus group inc.

San Diego- and London-based morefocus group inc., builds and maintains on-line consumer relationships. The Company owns and controls one of the Internet’s leading healthcare and lifestyle networks together with a suite of proprietary behavioral tracking and content management applications. The publications and software applications are applied to recruit, sample and manage large-scale healthcare-professional and consumer panels, screen patients for clinical trials, and build marketing ROI for major healthcare and consumer marketing corporations.

Media Contact:

Trevor Monk

morefocus group inc.

5928 Geiger Ct. Carlsbad, CA 92008

1-800-549-3904 Extension 7005


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