In 1956, Wendell Smith published an article proposing market segmentation as an alternative marketing strategy (Smith 1956) and is often credited with popularizing the fundamental principles of marketing, now common. Market segmentation is the division of the market into smaller segments of consumers with similar characteristics and needs. (Kotler et al, 2013). Marketers will use one or more of the main segmentation variables: demographic, geographic, behavioral and psychographic. Psychographic segmentation divides a large heterogeneous market into smaller homogeneous markets based on personality traits, values, lifestyle or social class (Kotler et al., 2013). This method allows companies to tailor their product and marketing mix to the group most likely to purchase them (Yankelovich and Meer, 2006). Often in combination with demographic variables, businesses can use psychographics to position their brand to appeal to the wants, needs, and values ​​of their target market. By the early 1960s, age and income no longer matched tastes and lifestyles. This change meant that demographic segmentation was no longer as effective as before. (Yankelovich and Meer, 2006) Another means of segmentation had to be found. The term "psychographic", a portmanteau of "demographic" and "psychology", was coined by Emanuel Demby in 1974. Demby wanted to apply social science principles to demographics to improve understanding of customer behavior, thus allowing for more effective marketing. strategies. (Vyncke, 2002) This new segmentation method took into account the different psychological profiles found within a demographic group. (Lin, 2002) Personal value systems or characteristic classifications such as VALS, LOV and RVS...... middle of paper ......if wines are a symbol of wealth and status, indicating a desire to live a luxurious lifestyle, placing them in the “ambitious” segment of wine drinkers. The Asia-Pacific region also accounts for a third of global beer volume and is the largest spirits consumption region in the world. Although this and other emerging markets offer great opportunities for expansion, psychographic segmentation faces several challenges when it comes to international markets. Cultural views regarding alcohol vary around the world. Some of these opinions may be influenced by religious mandates, such as those in Islam, or governmental factors, including legal drinking age or alcohol laws and regulations. This means that there cannot be a universal method of psychographic profiles and limits research conducted in the region to the country in which it was conducted..