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The purpose of this exploratory study is to identify how consumers' involvement with wine as a product impacts upon their on‐premise behaviour, with special focus on the BYOB (bring‐your‐own‐bottle) behaviour aspect.

Data are collected through the use of a self‐administered highly structured questionnaire in both metropolitan and rural areas of Adelaide in South Australia. The sample consists of consumers who had at least one time BYOB of wine experience. A response rate of 73 percent was achieved resulting in 101 useable surveys. During the operationalization process a scale was designed for measuring consumers' wine involvement level.

Consumers' involvement level with wine as a product has a direct effect on consumers' BYOB of wine behaviour. High‐involved wine consumers have a higher tendency to BYOB than low‐involved wine consumers. Although there was no significant difference between the two groups in terms of financial motivations for BYOB, high‐involved wine consumers are more concerned about functional reasons, while low‐involved wine consumers are more concerned about social and time reasons. There is a positive relationship between consumers' wine involvement level and their attitudes towards having to pay corkage fees for BYOB.

The restaurant and wine industries could enter into mutually beneficial arrangements to cope with the increasingly popular BYOB practice. For example, wineries can partner with restaurants to have permission for consumers to BYOB of their wine to the partnered restaurant without paying any corkage fees. In return, the wineries can provide a “corkage fee subsidy” to the partnered restaurants. Although tentative due to the exploratory nature of this study, these findings may provide useful information to the restaurant and wine industry and would benefit further from investigation on a larger scale.

This study is of value to academic researchers, the restaurant industry and the wine industry alike. It is unique in that it examines the relationship between consumer involvement with wine as a product and how this impacts upon their on‐premise behaviour, with a specific focus on their BYOB behaviour.

Departing from conflicting findings on the role of involvement in the formation of the consideration set, the authors of this study seek to shed light to the wine consumer behaviour and expand previous findings in the bring-your-own-bottle (BYOB) of wine restaurant industry. The authors seek to determine the contradictory effect of involvement on the consideration set size and variety.

Three empirical studies were conducted. In Study 1, the relationships were tested in a personal consumption situation and in Study 2 in a gift-giving context. Finally, in Study 3, inconsistencies in the intensity of the hypothesised relationships were explored by testing the triple interaction amongst the three variables (i.e. involvement, decision-making context and decision domain).

According to the authors' findings BYOB of wine consumers form larger considerations sets in memory-based decision contexts. Involvement's effect on wine consideration set size is stronger in memory-based decisions. BYOB restaurant patrons form smaller sets of alternatives for personal consumption. BYOB restaurant patrons form more heterogeneous sets of alternatives in wine gift-giving. BYOB of wine restaurants should facilitate consumers' wine-selection process.

The authors make an effort to explain and determine the up-to-date contradictory effect of restaurant patrons' involvement on the BYOB of wine consideration set size and the amount of variety contained therein. The study offers new insights, by unfolding the moderating effect of decision-making contexts (i.e. memory-based versus stimuli-based) and decision domains (i.e. personal consumption versus gift-giving) on this effect of involvement on the properties of consideration sets.

The purpose of this study is to examine the role of wine involvement in moderating the effect of winery service quality on loyalty toward small family wineries.

This study used a structured questionnaire. The survey was distributed to wine tourists who visited small family wineries located in Crete, Greece and a total of 216 usable questionnaires were collected for the study. To analyze the data, the study used partial least squares structural equation modeling.

The results reveal that wine involvement moderates the effects of winery service quality on wine tourists’ loyalty. Specifically, staff behavior affects the loyalty toward wine tourists with low involvement more significantly compared to the wine tourists with high wine involvement. On the other hand, the quality of wine tastings affects the loyalty of wine tourists with high wine involvement more significantly in contrast with the wine tourists with low wine involvement.

Findings suggest that winery operators need to take into consideration wine involvement among wine tourists when they develop a winery service strategy. Operators of small family wineries can provide more customized, diverse and quality wine tastings to wine tourists with high wine involvement while prioritizing winery staff’s behavior and hospitality to those wine tourists with low wine involvement.

This study contributes to extant wine tourism literature by adding the effects of wine involvement on wine tourists’ loyalty toward the winery, and particularly focusing on small, family wineries.

This paper aims to explore the dynamics and performance of on-premise wine trade business.

The study involved in-depth interviews with six on-premise businesses in Seoul, South Korea. The data obtained were methodically analysed to understand the impact of different variables through a qualitative business dynamic model.

Customer satisfaction and number of customers are key performance factors for on-premise wine trade business. Customer satisfaction is driven by servicescape, wine lists and front-line employees. However, the length of wine list impacts directly on inventory costs and staff knowledge, while the number of service staff in the business has a non-linear effect on profits, as service staff does not grow linearly with the number of customers.

One important limitation is that the business dynamics model, which is based on South Korean cases, used only owners/sommeliers’ perspectives but not consumers’ perspectives. There are two implications. First, in terms of on-premise wine trade, the alignment of servicespace, front-line employees, wine lists and pricing strategy is key to shape customers’ expectations and confirm the market positioning of the business. Second, for wineries, understanding the dynamics of on-premise wine trade can help them to find strategies to position their wines.

The paper offers two contributions. Firstly, the paper provides the first exploratory study on the business dynamics of on-premise wine trade businesses, which complements existing wine-buying behaviour studies. Secondly, the study explores the on-trade channel in South Korea, providing insights into an important Asian market.

Restaurants are an important outlet for wine sales and a means of raising customer awareness of wine. This research note reports on a study of restaurant policies and attitudes with respect to wine in New Zealand.

This exploratory study aimed to examine the relationship between perceived risk, risk-reduction strategies (RRS), and the occasion-based purchase of wine, a product widely regarded as representing a complex buying situation for consumers in a retail setting.

Data was collected in a specialty wine store in Adelaide, Australia using a self-administered questionnaire. A 22-item Perceived Risk Scale (PRS) was developed and operationalised in this study returning a Cronbach alpha coefficient of 0.717.

The highest perceived risk dimension, namely financial risk, did not differ between risk segments, while the high perceived risk segment observed more social risk than the low perceived risk segment. The high-perceived risk segment also observed more psychological risk. Information seeking was the most important RRS used across seven different wine consumption occasions. The decreasing order of importance in consumption occasions had an inverse relationship to the closeness of the relationship the wine consumers had with those with whom they may consume the wine they had purchased.

Marketers and managers have the opportunity to target consumers mindful of their specific perceived risks, and help reduce these uncertainties through the use of individualised RRS management focused on consumers' occasion-based wine purchases.

This study is of value to academic researchers and wine industry practitioners alike. It contributes to the knowledge base by developing a new Perceived Risk Scale (PRS) to investigate the relationship perceived risk has on the types of RRS wine consumers use when purchasing wine for various consumption occasions.

The growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option within the identified attributes and the relative importance consumers place on the identified attributes.

In-depth interviews were carried out to identify the attributes of primary importance in the wine selection process. Subsequently, conjoint analysis was conducted on the data collected through a survey of 252 respondents which ranked purchase intention of profiles derived from an orthogonal design.

In-depth interviews revealed five factors as important in the choice of wine, namely, price, brand, taste, origin and type of the wine. The results of conjoint analysis showed price as the most important factor, followed by the type of the wine. Red was the most preferred type. Brand, taste and origin follow up in that order of importance with millennials preferring to buy familiar brands, sweet wines and of Indian origin.

The study contributes to the wine consumer behaviour research by identifying the attributes that are important for marketing of wine to the large segment of Indian millennial consumers. The findings will help marketers to better position their wines in the Indian market. The study will also aid in the development of product, branding and pricing decisions.

The purpose of the study was to devise an instrument, labelled the Fine Wine Instrument (FWI), to measure the fine wine behaviour of respondents and then use that base to segment the consumer sample. The behaviour of those respondents who scored highly on the FWI was examined in detail.

An online survey collected quantitative information from a convenience sample of Australian wine consumers (n = 1,017). Using the FWI as the segmentation base, cluster analysis identified three segments of consumers, denoted “Wine Enthusiasts”, “Aspirants” and “No Frills” wine drinkers, and their respective wine-related behaviours were examined.

The Wine Enthusiasts’ segment consumed more wine, spent more money on wine and were more knowledgeable about wine than the other two segments. The demographics of the Wine Enthusiasts’ segment indicated that the members were not consistent with the conventional view of wine connoisseurs, as many were under the age of 35. Their lifetime value to the wine industry was highlighted along with potential targeting strategies. Some structural elements of the Australian domestic wine market were also noted.

A segmentation base of a wine market is presented, which the authors argue provides a more sophisticated analysis than other commonly used segmentation bases.

This study was the first to segment the Australian market using the recently developed FWI. The study provides the latest information on this market and deeper consumer insights that may permit better business-to-consumer engagement.