Factors Affecting Wine Purchase Decisions and Presence of New York Wines in Upscale New York City Restaurants

Substantial industry and winery efforts in recent years have centered on improving access of New York wines into upscale restaurants in New York City (NYC), albeit with limited success. A survey of upscale restaurants and wine stores in NYC was conducted to identify important attributes influencing wine purchase decisions and to better understand the primary factors affecting the level of New York wines included on restaurant wine lists. Larger restaurants with higher entrée prices and a larger dependence on wine sales were shown to include fewer New York wines, while restaurants serving higher proportions of Riesling, Cabernet Franc, and domestic wines included more. A wine’s collective regional and varietal reputation was found to influence overall wine purchasing decisions, indicating that marketing efforts targeted on these attributes may be a beneficial strategy.Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

MODELING PERCEPTIONS OF LOCALLY PRODUCED WINE AMONG RESTAURATEURS IN NEW YORK CITY

Poor perceived product quality, an inadequate sales force, and intense competition from wines produced elsewhere are common reasons cited for why New York wines have not achieved broad acceptance in the New York City (NYC) market. NYC restaurant owners, sommeliers, and chefs were surveyed regarding their perceptions and purchasing decisions of wines grown and bottled in New York State. Factor analysis was applied to examine the structure of interrelationships among key indicators of product perception, and an ordinal logistic regression model was used to identify the characteristics of restaurants that show a strong propensity to adopt local wines. The results indicate that a NYC restaurant’s type of cuisine does not affect its propensity to adopt local wine, nor does a restaurant’s desire to offer a large, geographically diverse wine list. The perceived collective reputation for a wine region’s excellence in one particular grape varietal was found to be the most significant factor in the probability of adoption of local wines in NYC. An important implication of these results is that being local is not enough, and New York winery stakeholders could establish a more prominent presence in NYC by emphasizing their collective reputation for particular grape varietals.product perception, restaurant, wine, sommeliers, local, collective reputation, New York, New York City, Demand and Price Analysis, Marketing,

Marketing New York Wine in New York City

The finest restaurants in Portland, Oregon, feature primarily Oregon-produced wines. Likewise, strong regional pride dictates that most fine restaurants in Seattle carry predominantly Washington wines; and the same generalization can be made about the presence of California wines in San Francisco. Wines produced in the State of New York (NY), however, have traditionally been shut out of the upscale New York City (NYC) market. Industry leaders have spearheaded a surge in the quality of New York‘s vinifera wines in the past quarter century, and are now questioning more seriously why their products do not enjoy broad acceptance in what is the biggest, most important, and closest urban market for the NY wine industry

Factors Affecting Wine Purchase Decisions and Presence of New York Wines in Upscale New York City Restaurants

Substantial industry and winery efforts in recent years have centered on improving access of New York wines into upscale restaurants in New York City (NYC), albeit with limited success. A survey of upscale restaurants and wine stores in NYC was conducted to identify important attributes influencing wine purchase decisions and to better understand the primary factors affecting the level of New York wines included on restaurant wine lists. Larger restaurants with higher entrée prices and a larger dependence on wine sales were shown to include fewer New York wines, while restaurants serving higher proportions of Riesling, Cabernet Franc, and domestic wines included more. A wine’s collective regional and varietal reputation was found to influence overall wine purchasing decisions, indicating that marketing efforts targeted on these attributes may be a beneficial strategy

MODELING PERCEPTIONS OF LOCALLY PRODUCED WINE AMONG RESTAURATEURS IN NEW YORK CITY

Poor perceived product quality, an inadequate sales force, and intense competition from wines produced elsewhere are common reasons cited for why New York wines have not achieved broad acceptance in the New York City (NYC) market. NYC restaurant owners, sommeliers, and chefs were surveyed regarding their perceptions and purchasing decisions of wines grown and bottled in New York State. Factor analysis was applied to examine the structure of interrelationships among key indicators of product perception, and an ordinal logistic regression model was used to identify the characteristics of restaurants that show a strong propensity to adopt local wines. The results indicate that a NYC restaurant’s type of cuisine does not affect its propensity to adopt local wine, nor does a restaurant’s desire to offer a large, geographically diverse wine list. The perceived collective reputation for a wine region’s excellence in one particular grape varietal was found to be the most significant factor in the probability of adoption of local wines in NYC. An important implication of these results is that being local is not enough, and New York winery stakeholders could establish a more prominent presence in NYC by emphasizing their collective reputation for particular grape varietals