Lifestyle determinants of wine consumption and spending on wine

Purpose– The purpose of this paper is to identify the lifestyle determinants motivating wineconsumption and the amount spent on it, as sales and profits depend largely on a sound knowledge ofthem.Design/methodology/approach– Data were gathered by means of a postal paper-and-pencilsurvey sent out to randomly chosen addresses from the telephone book covering the German-speakingpart of Switzerland, resulting in a final sample size of 874.Findings– Lifestyle determinants proved successful in explaining a great deal of the variance in thedata. For wine consumption, knowledge about wine, drinking wine to relax, and sociability were thestrongest determinants; for spending on wine, they were looking for bargains, visiting wine events,and regarding wine as a healthy beverage.Research limitations/implications– The research was limited by being conducted for a specificgeographic area, using explorative methodology.Practical implications– The identified determinants are of practical use to wine marketers, whocan use them to target potentially profitable consumers. They can also create marketing campaignsfocused directly on a specific determinant and thus increase consumption, spending or both.Originality/value– To the best of the authors’ knowledge, this is the first study to analyze a broadrange of lifestyle variables to predict wine consumption and spending on wine.