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Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania

Kathleen Kelley (Department of Plant Science, The Pennsylvania State University, University Park, Pennsylvania, USA)
Helene Hopfer (Department of Food Science, The Pennsylvania State University, University Park, Pennsylvania, USA)
Michela Centinari (Department of Plant Science, Pennsylvania State University, Malvern, Pennsylvania, USA)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 19 January 2024

49

Abstract

Purpose

This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.

Design/methodology/approach

A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.

Findings

Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.

Originality/value

The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

Keywords

Acknowledgements

The authors would like to thank Marielle Todd for assisting with developing the survey instrument. This work was supported by the Pennsylvania Wine Marketing and Research Board (Project No. #224952) and the USDA National Institute of Food and Agriculture (NIFA) Federal Appropriation under Projects PEN0 4599, 4624, 4792, and 4628 (Accession numbers 1008955, 1013412, 7002577, and 1014131, respectively). The findings and conclusions of this work do not necessarily reflect the view of the funding agency.

Citation

Kelley, K., Hopfer, H. and Centinari, M. (2024), "Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania", International Journal of Wine Business Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJWBR-04-2023-0020

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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