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Purpose – The purpose of this study is to test the segmentation based on the usage of sales channels and to compare the segments with each other in terms of socio-demographic and behavioural characteristics. Design/methodology/approach – This study was conducted using representative data collected in Germany through a face-to-face interview. 2,000 German consumers answered questions towards the usage of different sales channels when purchasing wine as well as socio-demographic and other behavioural questions. A hierarchical cluster analysis was run, to classify the respondents into segments. Findings – The results illustrate the usefulness of this kind of segmentation and show significant differences between the six consumer groups: discount-customers, food-retail-customers, supermarket-customers, cellar-door-customers, wine-store-customers and multichannel-customers. These segments differ in their socio-demographic as well as in their behavioural structure. Furthermore, the six segments could be split into two groups depending on their average purchase value: a basic group and a premium group. Practical implications – This segmentation provides an analysing tool for the German retailers, which is able to identify the loyal and potential consumers of the different sales channels. Originality/value – This segmentation was conducted using the purchase activity of German consumers in different sales channels. This segmentation approach has been never used to identify, describe and classify wine consumers.

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PurposeThis study investigates organic wine consumption and analysed the motives, preferences and basic characteristics of German consumers of organic and non-organic wines.Design/methodology/approachThe comparative study is based on data from a representative survey conducted with 2,000 consumers in Germany. Two segments of wine drinkers were created according to their consumption of organic wine. Consumers of organic and non-organic wine were compared by analysing the differences in wine-related behavioural factors and socio-demographic variables.FindingsThe study reveals that consumers of organic wine differ significantly from those who do not drink organic wines. Socio-demographic factors (e.g. age and social class) and behavioural attributes (e.g. frequency of wine consumption and involvement with and preference for other organic products) demonstrate the differences between the two consumer groups.Originality/valueTo our knowledge, no findings exist to date regarding differences between consumers of organic wine and consumers of non-organic wine. Therefore, these results fill a research gap and provide valuable inputs both to the wine industry as well as to the scientific community dealing with organic food preferences.

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