Technological Change in the Wine Market? The Role of QR Codes and Wine Apps in Consumer Wine Purchases

As an experiential good, wine purchases in the absence of tastings are often challenging and information-laden decisions. Technology has shaped the way consumers negotiate this complex purchase process. Using a sample of 631 US wine consumers, this research aims to identify the role of mobile applications and QR codes in the wine purchase decision. Results suggest that wine consumers that consider themselves wine connoisseurs or experts, enjoy talking about wine, and are interested in wine that is produced locally, organically, or sustainably are more likely to employ technology in their wine purchase decision. While disruption appears to have occurred on the supply side (number of wine applications available and the number of wine labels with a QR code), this research suggests that relatively little change is occurring on the demand side (a relatively small segment of the population—those already interested in wine—are employing the technology to aid in their purchase decision)

A Comparison of Wine Purchasing Behaviors in Ireland and California When the Celtic Tiger Roared

In 2006 the Irish wine market was growing rapidly along with its Celtic Tiger economy (Euromonitor, 2008). Total wine sales in Ireland more than quadrupled in the seventeen-year span from 1990 to 2007 (Geraghty and Torres, 2009). While wine consumption in Ireland was growing at a rapid rate, US consumption was growing, but at a slower rate. (Euromonitor, 2010). According to Moran, Ireland’s increased consumption of wine was due primarily to improved accessibility, affordability, and branding of wine. Geraghty and Torres conducted research in Galway Ireland in 2006 among 307 wine consumers and identified three clusters of wine consumers in Ireland: the casual wine buyer, the value seeking wine buyer, and the wine traditionalist (Geraghty , 2009). These clusters provided insight into the consumers behind the increase in wine consumption. The recent recession however, has caused the wine sector in Ireland to plummet (Euromonitor, 2010)

A Comparison of Consumer Attitudes toward Genetically Modifies Food in Italy and the United States

The paper examines the attutude of consumerts toward organic and transgenic food, comparing USA and Ital

What Drives the Trade Purchaser’s Decision to Purchase a Specific Wine?

Trade purchasers, who decide which wines will be sold at retail outlets, have significant purchasing power and influence on the wine industry. Research has shown that consumers perceive the region where wine is produced to have an impact on wine quality (Johnson and Bruwer, 2007). Additional research indicates that wines from different regions generate different market prices (Schamel and Anderson, 2003). How does region influence trade purchasers? This research examines the attitudes of trade wine purchasers regarding drivers of purchase decisions, their familiarity with California growing regions, how often wine region influences their purchase decisions, and their wine quality perceptions based on region. Differences based on business type and location were examined. A November 2014 survey used a database of 1,785 email addresses and had a response rate of 8.5%. Respondents were from 29 states, with the most responses from Florida (24%) and California (22%). A quarter of responses were retail-only buyers, half were from on-premise businesses, and another quarter were from wine bars (8% of which were also wine shops). Respondents were asked to rate the desirability of eight wine features. Features indicated as very desirable were premium quality product and grapes are from a respected wine grape growing region. The characteristics from a well known AVA, sustainably produced, cool climate grapes, and produced in California were rated somewhat to very desirable. Somewhat desirable features were high Wine Spectator rating and high Robert Parker rating. When choosing a wine, 44% choose based on production location always or very often and 88% make the decision based on location at least somewhat often. This is similar to 83% of respondents indicating that well known region is extremely or very desirable. Respondents from the Midwest and the East rated both grapes are from a respected wine grape growing region and from a well known AVA higher than California respondents did. Wine bars rated sustainably produced and produced from cool climate grapes as more desirable than retail outlets did. Respondents were very familiar with California regions examined, with Napa and Sonoma rating most familiar and highest quality. This research shows that trade decision makers use growing region to decide which wines to purchase. Therefore, it is important for wine regions to allocate resources toward trade education concerning characteristics of their growing region and its quality

Segmenting the Sustainable Wine Consumer

There has been sizable growth in sustainably produced wines, with 40% of California producers participating in the Code of Sustainable Wine Growing Practices program. Research suggests that purchasers of sustainable foods have distinct personality, lifestyle, and behavior characteristics and that preferences for environmental characteristics of wine are based on consumer knowledge (Verain et al., 2012). Further, among international consumers, older female millennials living in urban areas and following healthy lifestyles are more likely to buy sustainable wines (Mollá-Bauzá et al., 2005; Forbes et al., 2009). Prior research has developed an understanding of consumer preferences for sustainable products. However, while California leads the nation in wine production and consumption, little is known about which California wine consumers are most likely to purchase sustainable wines. The purpose of this research was to examine the attitudes of wine consumers regarding sustainable production practices and identify the segment most likely to pay for sustainable wine. Consumer understanding of sustainable practices and willingness to pay were also examined. Investment in “sustainability” can take multiple years; this research will help wineries identify their target markets. A survey was conducted among 206 California wine consumers. Respondents were asked to rate the desirability of fourteen wine features. Produced sustainably was an extremely or very desirable characteristic for 42% of respondents, who were therefore identified as sustainable consumers. These consumers were more likely to be female, married, and well educated. The most important attributes of wine for these consumers were varietal, sustainable production, good value, produced with concern for the health and well-being of employees, and water conserving methods. The top wine attributes for non-sustainable consumers were good value, brand, sale priced, and premium quality. Almost two-thirds of sustainable consumers were somewhat familiar with sustainable production practices. When asked to describe wine that is produced sustainably, most respondents indicated minimal impact on the environment and water conservation. However, 7% of sustainable consumers and 20% of non-sustainable consumers indicated that they didn’t know the meaning of produced sustainably. A quarter of consumers thought that organic and sustainable were the same, and almost 1/3 think sustainable produced wines are more expensive. Nearly 90% of sustainable wine consumers were willing to pay a premium of over $5.00 for sustainable wine. This research shows the importance of sustainability to a sizable consumer segement but suggests that consumer education related to sustainability claims is needed