Valores pessoais dos consumidores de vinhos do Vale do S？o Francisco (Brasil): Uma proposi？？o tipológica de perfis

s？o francisco valley has emerged as a new production area of fine wines. although, brazil is not amongst the largest wine consumers, what can be understood by the lack of the beverage production history compared to other countries. thus, an initial step towards a consumer culture development of this wine region is to identify their consumer？s characteristics. personal values are presented as major psychographic market segmentation criteria. in this sense, present study aimed to identify the s？o francisco valley wines？ consumer personal values, as well as elaborate a typological profile of these consumers. to this, we used in-depth interviews technique and functional discourse analysis in two steps: text coding, generating elements and categories referring to consumption values and aspects; and analysis of horizontal and vertical relationships between these elements. based on the findings we suggest a typology of s？o francisco valley？s wine consumer？s with two profiles: thirsty and haughty. contributions to the knowledge of the area and the wineries of the region, as well as directions for future research are considered.