A survey (n = 151) explored consumers’ experiences with wine-on-tap, a current trend in the U.S. foodservice industry. Wine consumers’ innovativeness (R2 = .49) was explained by wine involvement, opinion leadership, and usage of information sources. Those who recently tried wine-on-tap (n = 43) were significantly more innovative (innovators) than those who never tried it (noninnovators). Furthermore, noninnovators expected to pay significantly less for a glass of wine-on-tap when compared with wine poured from a bottle. Contrary to expectations, the driving force for noninnovative behavior is lack of availability and awareness as opposed to a lack of interest in wine-on-tap.
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