Is a glass of Merlot the symbol of globalization?

Abstract

Purpose The purpose of this paper is to investigate how underlying globalization could influence Asian consumers' wine drinking patterns and behaviors. Specifically, a theoretical framework that explains the underlying motivations of Asian wine consumers is developed. Design/methodology/approach A broad range of literature is reviewed in an attempt to develop a theoretical framework for the impacts of globalization on the Asian wine market. Findings Three key forces that drive change in the Asian wine markets are identified; these changes explain the explosive growth of wine consumption in Asian countries. Research limitations/implications A theoretical framework is developed in an effort to explain the impacts of globalization on Asian wine consumption. Therefore, no empirical tests are conducted to validate the theoretical framework. Future studies could test the theoretical model by conducting an empirical study. Practical implications Multi‐faceted global progress in terms of economic, technological, and socio‐cultural influences has influenced Asian consumers' wine consumption positively. Therefore, Asian consumers' wine consumption will continue to grow significantly. A theoretical framework that explains the relationship between the progress of globalization and wine consumption in Asia is developed. This framework will help international wine marketers better understand the recent rapid growth of wine consumption in Asia. Originality/value This is the first research that attempts to investigate how globalization has affected the Asian wine market.

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