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The purpose of this paper is to identify econometrically the determinants of wine consumption of US consumers.

In empirically identifying driving forces of wine consumption, we used 122 survey responses from Northern California consumers.

The study found that even knowledgeable or frequent consumers of wine purchase across all price points. Further, a significant positive correlation exists between knowledge and volume of wine consumed. All three regression techniques applied in this paper indicate that knowledge remains the most important determinant in wine consumption.

The results emphasize the need for US wineries to better educate and connect with consumers by developing compatible positioning strategies and marketing programs that are as informative as they are appealing.

As one of the few studies of the US wine market employing econometric analysis, this paper offers a fresh perspective on the consumption behavior of wine drinkers in the USA.

One of the biggest obstacles facing wine producers today is attracting entry level drinkers. The wine industry has attempted to gain access to this market with a variety of fruit flavoured products appealing to a younger palate. Ostensibly, one of the goals of wine producers is to produce some brand loyalty which they hope will carry over to the main product line. This article tests the hypothesis that appealing to consumers with entry level products will result in consumption of the main product line. The article begins with an overview of wine consumption in the US. They then present a theoretical model of consumer behaviour in which the consumption of entry level products leads to consumption of main product lines. Using data on wine and wine cooler consumption for fifty states and the District of Columbia for the years 1980–2001, the results show that wine coolers did not act as a gateway to wine consumption.

Spanish wine sales have grown quite rapidly in the US market during the past few years. The purpose of this paper is to examine this trend, discuss potential reasons, and identify opportunities for maintaining and increasing Spanish wine sales in the US market.

The objectives are achieved by analyzing ACNielsen scan data from 2002 to 2005 and other secondary data on US wine consumers and trends.

The results indicate that Americans perceive red Spanish wine quite positively and are moving up in price point expenditures. However, sales of Spanish white wines remain rather fixed at specific price points. In addition, Spanish wine is losing market share to other imported wines, except for certain price points, but is performing well against US wines.

This paper suggests ten opportunities for maintaining and/or increasing Spanish wine sales in the US market. Many of these suggestions are also useful for other countries desiring to export wine to the US.

This paper is one of the first of its kind to provide an in‐depth analysis of ACNielsen Scan data on Spanish wines sales in the USA. In addition, it provides extensive information on the US wine market, trends, and new market segments such as the Millennial and Hispanic markets.

The free trade area between the US and Canada was extended in 1994 to include Mexico. This article examines Mexico's demand for wine produced in the US. The citizens of Mexico do not traditionally consume wine. Brandy and rum are the preferred alcoholic beverages. But, Mexico has a large population and is expected to grow at a rapid rate in the future. Further, when the agreement took effect in 1994 the tariff on US wine was 20 percent The price of US wines will decrease significantly over the next ten years as the tariffs are eliminated. NAFTA also removed other wine specific trade barriers as well. The price elasticity of demand is −1.02 for the 1987–1994 period. The income elasticity is close to five and the cross price elasticity with EC wines was 0.3. Both the price and income elasticities portend a positive impact on the demand for US wines. The drawback to the optimistic predictions are the extremely low initial levels of consumption of wine in Mexico. So, even a doubling of consumption would still have a negligible impact on the US wine industry.

The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts.

The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire.

Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one.

The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).

This article compares the state of the French and Californian wine industries from a business perspective, through a broad survey of recent academic and popular press articles. Although these two wine regions may seem disparate, commonalities (including potential business opportunities and threats) make the comparison relevant. Facets of supply and demand are analyzed, and respective production and distribution regulations are summarized. Several predictions for the future are presented, with suggestions on how to best leverage these trends. Demands will rise as the economic downturn abates and overall non‐cyclic market expansion continues. Segmentation will play an even more important role in how suppliers target their offerings, as will changes within distribution and wine retailing. Regional shares of the domestic and export markets will shift as globalization of the sector, including international mergers and partnerships, continues. In conclusion, suppliers from both regions can take advantage of current conditions and future trends to produce and market wines in a business‐savvy manner.

This paper aims to review and map the landscape of luxury wine consumption in multidisciplinary literature. It highlights the key themes of analysis, consumer markets and common behaviours of luxury wine consumption.

The paper analyses 85 articles on luxury wine consumption using Leximancer and content analysis.

Six main topics in the extant literature are identified as follows: product perception, wine price, wine information, consumption behaviour, group and China market. Our study revealed the shift in luxury consumption towards affordability, availability, middle-class, younger consumers and predominantly Asian markets.

As a follow-up to this research, empirical research on luxury wine consumption is needed to establish more precise definitions of terms.

Wine as a product is susceptible to social changes and preferences, positioning it between old and common luxury.

This research offers theoretical insights into research on luxury wine, including how the literature reflects recent societal changes. It also provides a roadmap for future research in this field.

Wine sales are at the highest volumes ever and warrant a robust understanding of consumption behavior. Consequently, this study aims to examine intrinsic motivational factors (e.g. personal attributes) – those that push the consumer toward wine products – and the extrinsic motivational product attributes (e.g. situational attributes) those that draw – or pull – the consumer toward wine products.

A model has been tested in which intrinsic and extrinsic motivations interacted to predict personal involvement (PI) with wine, which in turn predicted wine consumption, forming a mediated moderation model.

Support has been found for a mediated moderation model of wine consumption. Thus, this study improves the understanding of how interactive motivations are mediated by PI in their influence on wine consumption.

The sample is limited to participants in the National Restaurant Show, and thus the results may be limited to the sample investigated.

The findings suggest using intrinsic and extrinsic motivational factors and PI with wine to influence marketing strategies.

This study has helped to expand the understanding of interactive and mediating forces that drive wine consumption.

Although previous research proposed that motivational factors interact to predict wine consumption, this interaction has not been tested empirically prior to the current study. Therefore, this study adds new insights into wine consumption by demonstrating that intrinsic and extrinsic motivators interact to predict PI with wine, which subsequently predicts wine consumption in a holistic, mediated moderation model.

Confucian philosophy emphasizes gender roles that place significant restrictions on the consumption of non-traditional products. The authors use wine to advance our understanding of how South Korean female consumers have established a new female gender role and identity by adopting new communities that allow non-traditional consumption while still accepting gender roles. This paper aims to examine how South Korean female consumers create a unique consumption culture with respect to wine consumption.

A hermeneutic approach was adopted to understand what motivates South Korean female consumers to join a wine consumption community and their perceptions about consuming wine. Researchers conducted 26 semi-structured face-to-face interviews that ranged from 45 to 120 min, with an average duration of 1 h.

The results of the study suggest that wine can be a medium for emancipating women from traditional gender roles and social images of women embedded in South Korean society that call for women to sacrifice themselves for their families. In addition, the study’s findings suggest that Western wine marketers need to understand the power of wine consumption communities that are a unique consumption ritual among South Korean female wine consumers.

South Korean female respondents drink wine as both a way to seek pleasure through a Western alcoholic beverage and to consume and experience Western culture and lifestyles. However, South Korean female respondents tend to drink wine within consumption communities, which are a powerful consumption ritual in South Korea. In other words, although South Korean female respondents consume wine to experience and learn about Western culture and lifestyles, they have entirely not abandoned their traditional consumption rituals.

The purpose of this paper is to facilitate a better understanding of the insights provided by adopting a behaviourism perspective of the socio-demographics, consumption dynamics and retail channel patronage of wine consumers and the potential marketing implications these have.

Systematic random sampling yielded 811 surveys of wine consumers collected at households across Australia’s three main consumption metropoles. A hierarchical multiple regression model is used to test the predictive ability of the socio-demographical variables, gender and age, on personal wine consumption.

Specific differences exist in the consumption behaviour and wine type preferences of males and females, and between generational cohorts, specifically Millennial and older consumers. There are gender significant differences in wine type consumption, which in turn is moderated by not only the “classical” socio-demographic variables, but also the retail outlet types preferred for product purchase. Younger Millennial females place more importance on external choice cues in making their buying decision than males. The gender and age generation socio-demographic variables are not strong predictors of personal wine consumption.

Opportunities exist for niche-marketed brands targeted at specific segments such as young females and this study highlighted their specific needs and consumer behaviour dynamics.

This study illustrates through carefully executed wine consumer behaviour research, directed by questioning from the extant literature, how information derived from a behaviourism perspective can intelligently inform marketing strategies. In the process, it also provides “baselines” for future research.