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The Impact of Wine Tasting on Wine Purchases: Evidence from Napa, California

Foo Nin Ho (Associate Professor of Marketing, at the Department of Marketing, San Francisco State University, 1600 Holloway Avenue, San Francisco, CA 94132)
Mark Patrick Gallagher (MBA Graduate, San Francisco State University.)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 2005



The purpose of this project was to explore and identify factors that influence a consumer to purchase wine during an afternoon of product sampling (wine tasting). A panel of consumers was recruited for an afternoon of wine tasting at vineyards in Napa, California. Several potential hedonistic, utilitarian and logistical factors (i.e. winery facilities, quality of the wine and order in which the winery was visited) were measured using a journal log that was maintained by participants following the tasting experience for a period of one‐month. The conclusions drawn from this study were that group size, confidence in one's ability to purchase wine and overall assessment of a vineyard's wine portfolio were more important than the hedonistic factors in terms of inducing a sale immediately following a taste.



Nin Ho, F. and Patrick Gallagher, M. (2005), "The Impact of Wine Tasting on Wine Purchases: Evidence from Napa, California", International Journal of Wine Marketing, Vol. 17 No. 1, pp. 44-53.



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Copyright © 2005, Emerald Group Publishing Limited

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