An Exploratory Study into Wine Drinking in Bars, Pubs And Nightclubs in the United States

Janeen E. Olsen

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Wine is not only consumed with food, but drinkers are now more often choosing wine by itself while patronizing bars and nightclubs. In the fast growing US wine market, this phenomenon has received little scholarly research. Using both quantitative data from an online survey and qualitative data gathered from a focus group, this study explores how situational factors motivate and influence wine consumption in bars and nightclubs. Suggestions for future research are discussed.

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References

1974An Exploratory Assessment of Situational Effects in Buyer Behavior 1998The influence of consumption situation and product involvement over consumers’ use of product attribute 2006Wowing the millennials: creating brand equity in the wine industry 2007Beyond drinking: the role of wine in the life of the UK consumer 2000Using Means-End Chains for Analysing Occasions - Not Buyers 2003An Empirical Confirmation of Wine‐Related Lifestyle Segments in the Australian Wine Market 2005Consumer personality and other factors in situational brand choice variation 2001Wine-related lifestyle segmentation of the Australian domestic wine market

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