PurposeWine choices are not always fully understood by academic researchers or the industry. This paper aims to outline and test a theoretical model proposing that wine consumption may be dependent on differences in consumer expertise, the hospitality situation, characteristics of the wine itself and an interaction of these variables.Design/methodology/approachThree empirical studies (total sample size = 356) tested these theoretical propositions. Consumers with varying levels of wine knowledge were presented with experimental vignettes showing videos of wine opening and pouring and were asked to pair wines with hospitality situations.FindingsStudy 1 found that consumers with low product knowledge were more sensitive to hospitality situations and extrinsic product attributes (closures) than were the experts. Study 2 found that wine hospitality situations fall into three predicted categories, namely, food, friends and formality, although contrary to prediction, the presence of food was the weakest predictors. Study 3 demonstrated the robustness of the three-dimensional structure of wine hospitality situations.Practical implicationsThese studies provided important practical information because targeting various market segments requires the industry to know what product attributes are favored by different groups of consumers different situations.Originality/valuePrevious researchers have discussed the difficulty of measuring consumption situations. By limiting these studies to wine consumption within hospitality situations, the authors learned much about how consumers’ characteristics, product attributes and the situations interact to influence not only product assessments but also choices.

Purpose The purpose of this study is to examine generational differences in consumer Web 2.0 information source adoption for wine purchasing decisions, particularly social media and internet-based sources. Design/methodology/approach An online survey resulted in 276 responses from wine consumers residing in Texas, USA. Information source usage was tested in two common purchasing situations: for casual and formal consumption. Chi-square analyses and ANOVA were used to examine differences among the generational cohorts in their use of information sources, levels of objective and subjective wine knowledge, wine involvement and risk perception for the two purchasing situations. Findings Younger consumers were found to be significantly more inclined to use Web 2.0 information sources, such as wine blogs, wine applications, their contacts’ recommendations on social media and wine experts on social media. Older consumers were more likely to use their own wine knowledge. Of greater interest is that in terms of their reliance on various wine information sources, Generation X behaves as the bridge between Generation Y and Baby Boomers. Generational differences regarding wine involvement, wine knowledge and risk perception also support this notion. Practical implications The results of this study reinforce the need for wineries to adopt or create strategic initiatives using Web 2.0 elements. This study also suggests that depending on the purchasing context, consumers use certain information sources more than others. Originality/value This research extends the understanding of the information acquisition process by expanding the types of information sources, and also yields valuable insights for consumers’ off-premise wine purchasing decisions.

Urban tasting rooms are a relatively new and growing phenomenon in the U.S. wine market. However, there has been little research concerning the specific marketing strategies that contribute to the success of urban wineries, including their desired target markets. The current study is an initial attempt to explore consumers’ choices of urban wineries. Based on the data obtained through an online survey (N = 1,412) incorporating a discrete choice experiment (DCE) with visual simulations, the study offers a profile of the urban winery consumer. Managerial implications, limitations, and suggestions for future research are included.

As a result of consumers' increasing concerns with ethical, environmental, and health issues, sustainable consumption and production have become a popular topic of recent academic research and industry practices. The current study sought to provide in-depth insights into consumers' views on sustainability by simultaneously examining their environmental and social awareness and behavior, health-conscious lifestyles, and diets; as well as the perceived importance of social and nutrition information on wine labels. Based on empirical data obtained through a web-based survey distributed to consumer panels in three markets - the US, the UK, and Germany - this research segmented wine consumers into four categories: Apathetic Consumers; Health-Conscious Diners; Holistic Perfectionists; and Ethical Advocates. The findings indicate that in general wine consumers are mindful about the environmental problems, social responsibility of companies, ethically produced and sustainably sourced products. The majority adhere to healthy lifestyles and watch their diets. Nevertheless, with the exception of only one cluster (Holistic Perfectionists), wine consumers do not actively seek social, environmental, or nutritional information on wine labels. This study shows that, at least currently, the preferences for the social factors are unlikely to outweigh dominating traditional wine purchase drivers, such as price, brand, country of origin, and grape variety. Industry implications for tailored marketing strategies are discussed.

The study aimed to add to the body of knowledge about the craft beer market by developing profiles of South/ Midwest U.S. craft beer consumers. Data were collected via a self-administered, structured survey distributed at a craft beer festival. Descriptive statistics, cross-tabs, exploratory factor analysis, cluster analysis, and ANOVA were utilized for analysis. Major findings articulated consumers’ perceptions of local craft beer, the lifestyle types that are most prevalent among craft beer drinkers, and how lifestyle affects consumption habits and purchasing decisions. The research suggests that lifestyle grouping is an effective way to segment the craft beer market. Findings on perceptions of locality and purchasing motivators will help industry professionals refine their marketing practices to effectively target each of the five identified craft beer consumer segments.

Purpose - Over the last few decades, consumers' concerns for healthier lifestyles and the environment have become the driving forces for forming food-buying intentions. The purpose of this paper is to investigate the impact of product attributes regarding nutrition and health benefits of products, the environmental impact of production and social responsibility of producers on consumers' food and wine choices.Design/methodology/approach - The empirical analysis is based on an online survey conducted in the USA, the UK and Germany, and incorporates a discrete choice experiment with visual shelf simulations.Findings - Price and nutrition information are much more influential on consumers' food choices than information about social responsibility of producers or the ecological impact of production. Product attributes emphasizing the ecological impact of production and social responsibility of food producers are specifically valued by consumers with high levels of environmental consciousness and by those concerned about goods production. Consumers who are health conscious regarding their lifestyle and diets derive high utility values from the nutritional information of the product.Practical implications - The study contributes to an understanding of how to promote healthier food and wine choices and social and environmental responsibility of food and wine producers in various markets.Originality/value - The study offers a comparison of product attributes concerning ecological, social, nutrition and health benefits of the product; as well the investigation of congruent interrelationships between the consumers' values and related product attributes in three culturally distinct consumer groups.

Consumers can be important active contributors to a sustainable society by selecting food choices that are both healthy and produced respecting environmental and socially ethical standards. The current study investigates five consumer behavioural factors - namely, perceived consumer effectiveness (PCE); environmental conscious behaviour; concerns for ethical food production; health conscious lifestyle; and healthy dietary patterns. The key interest of the study lies in exploring the moderating role of PCE - the extent to which the consumer believes that his/her own efforts can make a difference - in these interrelationships. The empirical analysis was conducted through an online survey of food consumers implemented in three markets - the US, the UK and Germany. Findings indicate that for individuals with higher levels of PCE, who are environmental conscious and ethically concerned, information on food labels relating to environmental and social issues represents value by itself. Interestingly, health and nutrition information on food labels was not perceived valuable by consumers with high PCE. The predictive effects of various socio-demographic variables on PCE, consumer environmental and health consciousness are discussed. Cross-cultural differences are also outlined. The results of this research may contribute to the development of environmental policies and communication strategies of the food industry to enhance perceived consumer effectiveness among consumers. Improved PCE, in turn, may catalyze consumers' environmental behaviour and ethical concerns in relation to consumption of food products with environmental and social information.

With the increased globalization of the wine industry comes the need for in-depth examinations of emerging consumer segments. The current study approaches the topic of sustainability from the consumer viewpoint. Specifically, the current paper focuses on an emerging yet sizeable market of consumers - Hispanic wine consumers in the United States. Consumer data were collected via in-person intercepts at retail stores that predominately target Hispanic consumers. Findings suggest that Hispanic consumers drink wine fairly frequently, with the majority of the sample reporting wine consumption at least once a week. Slightly over half of the sample prefers red and dry wine, but about forty percent give preferences to sweet wine. Hispanic consumers perceive wine as a drink to be consumed at home, rather than in a restaurant or a bar. Price was named as the top purchase driver, followed by personal preferences and friend's recommendations.

Purpose– The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values.Design/methodology/approach– In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic.Findings– Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine.Practical implications– The most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets.Originality/value– This research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.

This study estimates the economic impacts of the Texas wine and wine grape industry on the Texas economy through each sector of commercialization from the vineyards to the final consumer. Survey data from the state's vineyards and wineries for 1996 is used to construct an input-output model of the Texas economy and an industry impact framework using IMPLAN. Results show that the total core economic impacts of the Texas wine and wine grape industry were $85.8 million in output impacts, 1,157 jobs, $29.6 million in income impacts, and $46.6 million in total value added impacts in 1996. Much of these core economic impacts were attributable to the wine and wholesale trade sectors.

Purpose– The purpose of this paper is to address the issue of objective knowledge operationalisation with specific focus on varying levels of scale items’ difficulty. The ultimate goal of the study was to develop a scale to measure objective wine knowledge, which would address the domain of wine knowledge and differentiate varying levels of consumer wine knowledge.Design/methodology/approach– The process of items’ development was guided by recommendations suggested by DeVellis (2003) in his influential work on theory and application of scale development. Examination of items’ performance was conducted through a series of field tests with consumer samples (N= 756) in a US wine region. Item response theory (IRT) approach was applied for items’ testing. The developed items were analysed using the two-parameter logistic model in Mplus Version 5.Findings– The study offers a 44-item test suitable for assessing wine knowledge across a broad spectrum of expertise. For example, if the goal is to assess wine knowledge differences among relatively knowledgeable respondents, a subset of more difficult items could be chosen. Alternatively, a test for novices could be constructed from easier scale’s items.Research limitations/implications– For researchers, the study offers conceptualisation of the wine knowledge domain, suggests a parsimonious instrument to measure the construct, offers a valid and reliable measure for use in testing theories of consumer knowledge and provides empirical evidence of the value and usefulness of the developed scale.Practical implications– For professionals, the proposed test may be used to test consumer knowledge and to help assess a prospective employee’s general knowledge of wine. The test can also be given at hospitality programs, outreach and continuing education programs.Originality/value– The current paper takes an alternative approach to classical test theory and offers an objective wine knowledge scale tested through IRT. This approach avoids shortcomings associated with classical measurement and offers an original scale that can discriminate among respondents with different levels of wine knowledge.

Purpose– This paper aims to examine consumer preferences and perceptions of rosé wine with an ultimate purpose of constructing a perceived image of rosé in the cross-cultural context.Design/methodology/approach– The study was conducted in four markets, comprising the USA, New Zealand, France and the UK. The data were collected via a structured questionnaire through a combination of survey administration modes (pen-and-paper and online). Descriptive statistics, chi-square, factor analysis and ANOVA were used for analysis.Findings– One of the key findings revolves around the construction of the perceived image of rosé and how this image varies in different markets. Effectively, this study presents an overview of the perceived reputation of rosé in four different market structures, shaped by different cultural and image management issues.Practical implications– The most crucial implication of this research is the cultural variation in consumer attitudes toward rosé wine and its impact on marketing strategies to effectively target rosé consumers in different markets.Originality/value– The vast majority of studies on wine consumer behaviour focus on red or white wines, whereas research on consumption of rosé is virtually non-existent. However, recent market trends indicate a growing popularity of rosé wine around the world. The current study is the first to concentrate on rosé as the focal point of research investigation. The study not only offers insights on the perceived image of rosé based on empirical data, but also provides a broader cross-cultural perspective on how this image varies in different markets.

Purpose– Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine.Design/methodology/approach– This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement.Findings– The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task.Originality/value– Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.

Wine has proven itself a complex consumer product for researchers. Although a commonly consumed product, preference for wine depends on both intrinsic and extrinsic attributes (Espejel and Fandos 2009), providing researchers with a vast area of study. Consumers base wine choices and perceptions of wine quality on country of origin (Guidry, Babin, Graziano, and Schneider 2009), label information (Boudreaux and Palmer 2007), price (Lockshin and Rhodus 1993), and taste (Dodd 1995). Wine tasting is an integral method for engaging consumers, whether a sip in the retail store or a glass in the tasting room. Wine producers go to great lengths to educate consumers on evaluating wine quality based on taste and aroma but have no feasible method to test the effectiveness of this type of instruction. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine. Previous literature examining neural processing of taste has found activation in the orbitofrontal cortex of the frontal lobes (Kringelbach, O’Doherty, Rolls, and Andrews 2003). These studies have shown both sweet and salty tastes are processed in the orbitofrontal cortex but in slightly different areas of this region (O’Doherty, Rolls, Francis, Bowtell, and McGlone 2001). Like pleasant tastes, pleasant olfactory stimuli have been shown to activate the orbitofrontal cortex as well (Grabenhorst, Rolls, Margot, da Silva, and Velazco 2007). The current study uses functional near-infrared spectroscopy to examine processing in the frontal lobe during wine tasting and aroma evaluation. Functional Near-Infrared (fNIR) utilizes light on the near infrared spectrum (700 – 900 nm), which is relatively transparent to biological tissue. Oxygenated and de-oxygenated hemoglobin in the blood reflects this light, producing scattering of light that can be picked up by photosensitive detectors. Higher rates of change in oxygenation indicate higher activation in the brain during a task. Light scatter is measured and calculated with a modification of Beer-Lambert’s Law (for more on this equation see Ayaz 2010), one can draw conclusions about the change in oxygenated and deoxygenated blood over time in a local area of the brain, inferring increased or decreased cerebral activity (Izzetoglu, Izzetoglu, Bunce, Ayaz, Devaraj, and Onaral 2005). The light-scattering regions measured lie between near-infrared light sources and the detectors both on a sensor pad, leading to sixteen measurement locations. The sensor pad is normally placed on the forehead because this region easily allows for unimpeded skin contact and can detect cerebral activity in the frontal cortex. Activation during each task is measured and a rate of change is calculated from the baseline measurement. Sixty (N = 60) undergraduate students tasted and smelled both sweet and dry wines while sixteen defined areas of their frontal lobes were measured with fNIR. Orbitofrontal activation was significantly activated in the wine tasting condition. In the olfactory task, larger areas of the frontal lobes showed significant rates of activation change than when participants tasted wine. Medial lateral prefrontal and orbitofrontal cortices were both implicated, however, activation was significantly higher in the orbitofrontal cortex. Knowledge level of wine did not predict neural processing when participants evaluated aroma of wine, however, those with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. These differences were pronounced in several regions during dry wine tasting. When tasting high sweet wine, those with more wine knowledge showed significantly higher activation in the left orbitofrontal cortex; when tasting dry wine, the following three areas showed significantly higher activation: left orbitofrontal, right orbitofrontal, left medial lateral. Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This study represents one step toward discovering the neurological processes that lead consumers to purchase specific types of wine.

Existing wine literature focuses largely on developing wine producing countries, often, overlooking markets that are not wine producing regions. These markets, however, may comprise, lucrative markets for export. The current study seeks to gain insights into one such market. Specifically, the study focuses on wine consumer behavior and wine market analysis in the Dominican, Republic. Quantitative methodology incorporated a consumer survey conducted through supermarkets, and liquor stores intercepts in the Dominican Republic. Additionally, secondary data were used for market analysis.

An on-line survey was used to identify information sources used by U.S. Millennials for restaurant wine purchases based on experience, involvement, and subjective and objective wine knowledge. The most to least used information sources include wine list, server, self, and friends, respectively. Standard multiple regression determined that level of experience influenced the use of personal information sources. More experience and higher levels of subjective knowledge and objective knowledge all pointed to the use of self as an information source. No significant differences were found among generational segments.

Many tourism related businesses give little consideration to influencing people to make repeat visits. Wineries are no exception. Management often spends too little time and effort trying to satisfy the visitor and encourage them to return. However, repeat visitors are valuable because they typically spend more than first‐time tourists and pass along information to others. This paper examines the importance of bringing consumers back to a winery, and the information and spending implications of doing so.

Employing an online survey, U.S. Millennials' wine consumers processing styles (cognitive versus affective) were identified and restaurant menu information preferences (visual versus verbal) were examined. Participants' processing styles were established then presented graphics of hypothetical restaurant menus, one visually oriented (symbols) and one verbally oriented (text). No significance was found in processing style across generational segments. Verbal was chosen over visual by those identified as Thinkers (high cognition / low affect). Feelers (low cognition / high affect) and Combiners (high cognition / high affect) were expected to choose visual menu yet also chose the verbal menu. The results support the continued use of traditional verbal menus used in restaurants.