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The purpose of this paper is to investigate the demand for wine and provide insight into the behavior of USA wine consumers.

This paper uses a fixed effect, instrumental variable approach to estimate the demand for wine in the USA, correcting for endogeneity inherent in demand estimation by using grape prices as the instrument.

Demand for the six top selling red wines and six top selling white wines was estimated. While the law of demand is confirmed, differences were found in the price elasticity of demand by varietal and price point. Also, these wines are found to be normal good as defined by economic theory and the results generally hold across color, varietal and price segment. There was a greater willingness of red wine drinkers to switch to white wines than white wine drinkers to switch to red wines.

No statistically significant cross price effects were found.

This paper provides an important contribution to the current literature by disaggregating the demand for wine by color, major varietal and price segment to analyze cross price effects.

Grape types grown in Australia have changed as a reflection of changes in consumers' tastes. Theres have been major changes in the Australian wine market in recent decades. The proportion of fortified wines has fallen from 81 per cent to ten percent of production and the popularity of different types of wine has varied. This has led to rapid changes in the types of grapes planted. The pattern of grape type use from 1972–91 at a small, long‐established winery gives a perspective on the general market trends. This winery adapted its use of particular grape types more quickly than the national average and has now established a pattern reflecting its expertise with fortified and red wines and regional characteristics.

This paper aims to evaluate the consumer acceptance of Bordô and Isabel wines from innovative winemaking in order to increase red wine consumption by consumers to obtain nutritional benefits.

All wines were produced by a standard procedure of vinification. Pre‐drying treatment aimed at drying the grapes up to 22°Brix and static pomace wines presented the constant contact between the must and pomace. Sensory acceptance was carried out by 80 consumers who evaluated eight samples (six experimental wines and two commercial wines) concerning the attributes: appearance, aroma, body, flavor and overall acceptance.

Experimental wines presented higher acceptance when compared to commercial wines and cluster analysis shows the splitting of consumer preferences, highlighting the higher acceptance of traditional Bordô wine and static pomace samples in all sensory attributes. Pre‐drying process enhances the concentration of coloured compounds, to highlight the appearance acceptance of these samples.

Although this paper has limited the consumer acceptance of red table wines, the innovative treatments will be applied in Vitis vinifera red wines.

The wide acceptance of static pomace and pre‐drying wines has promoted further information about innovative winemaking that can be applied in Brazilian and worldwide wineries.

The innovative treatments can change sensorial features of wines and therefore influence the choice of consumers as well as enhancing the nutritional benefits of red wines.

The pre‐drying and static pomace winemaking are the novelty of this study and the wide acceptance of the sensory attributes concerning these treatments indicates the potential for application in wineries.

Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and survey approach with 200 wine shoppers in Australia to determine: 1) consumer perceptions of cork problems; 2) acceptance of a synthetic cork with no information provided; and 3) acceptance of a synthetic cork after providing information concerning cork problems and solutions. Consumers who purchased more than one bottle of wine per week had the most problems with corks, but 75% of all consumers interviewed had experienced some problems in the last 12 months. The provision of information was key in gaining consumer acceptance of the synthetic corks. Measures of which attributes of the synthetic corks attracted consumers is also provided along with recommendations for introducing these closures into the marketplace.

This research aims to examine Chinese consumers’ wine consumption and purchasing behaviour.

The study, conducted during the Chinese New Year in early 2006, used in‐depth interviews with 15 consumers in Guangzhou, People's Republic of China.

The results suggest that Chinese consume Chinese spirits for all occasions, yet consume red wine only for special occasions such as Chinese new year and other holidays. A key point for selling red wine to the Chinese is its positive image; drinking red wine is considered trendy and shows good taste. Another key point is consumer perceptions of red wine as healthier than Chinese spirits because wine contains less alcohol. Two other findings are that most Chinese consumers assume all wine is red wine and have little wine knowledge. Most respondents did not know of white wine or that Australia produces wine. Finally, China's culture of face value, mianzi, plays a key role in purchasing and consuming wine. Chinese tend to purchase inexpensive wine for private consumption and public occasions, yielding more mianzi in front of others. In some important occasions, consumers will purchase a foreign (French) red wine to impress their guests and obtain even more mianzi. In most situations, Chinese purchase and consume wine for perceived health and symbolic – lucky or good face – values.

The small sample size is a limitation. Another limitation is that all the respondents lived in the urban area of Guangzhou, one of China's most developed cities. The findings do not generalize to China.

The findings suggest that wine is a symbolic product rather than a necessity product in China; therefore, image is an important attribute for selling wine in China. Furthermore, limited wine knowledge tends to make Chinese consumers rely heavily on price for their wine purchasing decisions, as price relates to mainzi. Chinese consumers’ high awareness of France as a wine making country and their deep‐rooted positive beliefs about French wines pose difficulties for marketing other foreign wines, such as Australian wines, in China.

This is perhaps the first academic study in English of Chinese wine consumption and wine purchasing. It offers important insights on the characteristics of wine consumption and purchasing in China.

This article develops an econometric valuation methodology that is applied to identifying value in South African red wines. It is found that quality, as simultaneously measured by Wine magazine and Platter star ratings, is the dominant factor in explaining the cross‐section of prices. However, together with a varietal dummy these factors are only able to explain about 40% of the variation in wine prices. This implies that there is considerable value that may be gleaned through informed bargain seeking using this tool. Indeed, at certain levels of value there is more than a 50% differential in price.

This study aims to identify the preferences of wine consumers based on age cohorts to identify differences in consumption from a developing country perspective, with a predominantly younger population, to determine wine consumption longevity.

The target population was wine consumers in South Africa. Through convenience sampling, the data were collected in 2020 via a self-administered online questionnaire. In total, 20,997 fully completed the questionnaire. The age categories of the respondents were assigned to a particular age cohort to differentiate the market.

The age cohorts revealed five cohorts, namely, Gen Z: 18–24 years (11%); Young Gen Y: 25–34 years (32%); Mature Gen Y: 35–44 years (25%); Gen X: 45–54 years (17%); and Baby boomers: 55+ years (15%). Segmenting South African wine consumers based on their age cohorts revealed statistically significant differences based on their socio-demographics, wine preferences and consumption behavior. A typology of domestic wine consumers is consequently proposed: basic, budget conscious and image-oriented wine drinking Gen Z’s; experimenting and enjoyment-oriented wine drinking Young Gen Y-ers; aspirational and purposive wine drinking Mature Gen Y-ers; ritual-oriented, avid and conspicuous wine drinking Gen X-ers; and conservative, value-seeking and experienced wine drinking Baby Boomers.

This knowledge has important marketing implications and can create a greater appreciation for South African wines among the different age cohorts. The research shows the value of the generational theory in understanding wine consumers’ consumption and highlights the importance of analyzing different generations rather than solely focusing on one, as this could lead to mismanagement of resources.

This is one of the most comprehensive national surveys aimed at the South African wine consumer. The research fills the current literature gap regarding the characteristics of the different age cohorts and shows how wine consumption and preferences may change over time.

World imports of Italian sparkling wines fell by 9% in value and 5% in quantities. In view of this, the quality characterisation of these products is desirable to increase their market value and restore their global visibility.

For this purpose, in this paper, heavy metals (Cd, Co, Cr, Cu, Fe, Ga, Hf, Hg, Mn, Mo, Nb, Ni, Pb, Re, Sb, Sn, Ta, Th, Tl, U, W, V, Zn, Zr), rare Earth elements (REEs) (Ce, Dy, Er, Eu, Gd, Ho, La, Lu, Nd, Pr, Sm, Tb, Tm, Yb) and isotopes ratio (208Pb/206Pb, 207Pb/206Pb, 206Pb/204Pb, 208Pb/207Pb, 87Sr/86Sr) were analysed in Italian sparkling wines with Protected Designation of Origin (PDO) certification by High Resolution Inductively Coupled Plasma Mass Spectrometry (HR-ICP-MS) and MultiCollector Inductively Coupled Plasma Mass Spectrometer (MC-ICP-MS). The samples were produced in the Veneto region, and they were compared to white and red wines from the same area.

Sparkling wines present a characteristic elemental pattern compared to white and red ones, with lower content of heavy metals and higher content in REEs. The ratio 87Sr/86Sr resulted in a powerful micro-scale geographical origins marker while Pb ratios as winemaking process one, both useful to prevent possible frauds. Multivariate data analyses, such as PCA and PLS-DA, were used to develop a model of recognition of Venetian sparkling wines.

The good classification of sparkling wines was achieved (95%), proving the suitable use of these analytes as markers for recognising sparkling wines and their geographical origin verification. To the best of the authors’ knowledge, this is the first study investigating heavy metals, REEs and isotopes in Venetian sparkling wine for their recognition.

This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets.

Large representative samples totalling 11,622 wine consumers responded to a standardised survey. A factorial analysis of variance was used to determine the main and interaction effects of markets and generations.

Although significant differences were found between generations, their explained variance is very low. There were significant trans‐cultural similarities in generational differences for values and wine consumption behaviour: Gen‐Y is more oriented towards hedonic success and status and less towards social values; Gen‐Y is more likely to consume white and rosé than red wine and is most promiscuous in its alcoholic beverage consumption. A number of noticeable differences appeared between countries: wine involvement and consumption increases with age in traditional European wine markets, while they decrease in North America; environmental concerns and purchase channel usage hardly differ between generations but vary strongly between markets.

This is the first study to quantify the effect size of generational differences using large representative samples across countries with different cultural backgrounds, including traditional and established wine consumption nations.

The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

Data collection takes place by means of a self‐administered and online approach in tandem utilising a highly structured questionnaire completed by wine consumers. The sample is limited to three groups of wine consumers – patrons of a wine bar in Sydney and two online wine communities unlocking access to a cross‐section of on‐premise trade and online consumers. The active memberships of the online communities amount to 3,600. In total, 352 usable surveys are obtained.

Region of origin is an important choice factor in the wine‐buying decision making process of consumers, but particularly so in terms of its multi‐dimensional nature (region name, wine type and grape variety). The most important choice factors in consumers' wine‐buying decisions are quality, price, grape variety, wine style and region of origin. Region of origin varies in degree of influence within different segments. Higher ratings for region of origin are given by female wine consumers, high involvement wine consumers and consumers who have participated in wine tourism to a greater degree.

The findings of this research suggest that wine's region of origin is a significant choice factor in the Australian consumer's wine‐buying decision making process. More than half of the respondents are residents of Sydney and the findings are therefore tentative due to the geographical limitation.

This study is of value to academic researchers, wine industry practitioners, and on‐ and off‐premise operators alike as it furthers the understanding of the importance of various choice factors in the consumer's wine‐buying decision‐making process and in particular the relative importance of region of origin within the main choice factors. It also highlights the specific market segments (geodemographic, behavioural and involvement level) and conditions under which the relative importance of region of origin varies.