Selling Wine In Downtown: Who Is The Urban Winery Consumer?

Natalia Velikova · Phatima Mamardashvili · Tim H. Dodd · Matthew Joseph Bauman

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Wine Industry and Tourism Consumer Market Behavior and Pricing Economic and Environmental Valuation

Abstract

Urban tasting rooms are a relatively new and growing phenomenon in the U.S. wine market. However, there has been little research concerning the specific marketing strategies that contribute to the success of urban wineries, including their desired target markets. The current study is an initial attempt to explore consumers’ choices of urban wineries. Based on the data obtained through an online survey (N = 1, 412) incorporating a discrete choice experiment (DCE) with visual simulations, the study offers a profile of the urban winery consumer. Managerial implications, limitations, and suggestions for future research are included.

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