The decision to consume wine has been associated with variables such as product involvement, variety seeking, demographic characteristics, experience, and sources of information. The purpose of this study was to examine the decision process for wine selection in different situations. Data were collected from a sample of wine consumers in Texas and a total of 632 completed responses were obtained. The questionnaire was designed to determine consumer experience, knowledge, and use of differential sources of information to make a purchase decision on wine purchased in a store for home consumption and wine purchased in a restaurant. The data were analyzed using structural equation modeling. Results indicate that usage experience forms the basis for subjective and objective knowledge. High levels of objective knowledge are related to using impersonal sources of information (wine guides, reviews, and advertising) to make purchasing decisions. An additional finding was that high levels of subjective knowledge are positively related to impersonal sources and the self (one's own preferences) and negatively related to using personal sources (friends, acquaintances, and sales personnel). These results and their implications for wine marketers are discussed.

Purpose -The purpose of the study is to identify dimensions of wine equity in terms of benefits sought by consumers in wine. Design/methodology/approach -This study examines dimensions of wine region equity, measured in terms of benefits sought by consumers in wine. A survey was conducted in several US states to identify drivers of preferences and to determine relationships that may exist between those drivers, preferences for wine from a number of origins, and consumer lifestyles. Findings -The findings suggest that wine region equity originates in six consumer motivational factors. Quality, price, social acceptance, emotional, environmental value, and humane value were found to be strong and significant predictors of consumer preferences for wine from three US states (California, Oregon, Washington) and six countries (Australia, Chile, France, Italy, New Zealand, Spain). Linking those dimensions of region equity to consumer lifestyle, demographic and behavioral variables allows for tailoring marketing communications strategies closely to markets. Originality/value -Practical applications of this study extend beyond the wine industry and include generalizations for the identification of markets and market segments that react more favorably to specific origins, the identification of equity dimensions to be included in regional umbrella brands, and the identification of lifestyle-based persuasive communication means and executional cues for specifically targeting selected audiences.

At present there is little information concerning the characteristics of people who visit wineries and how marketing programs should be organized to attract tourists in the most effective manner. A study of people who visit Texas wineries was conducted to examine the perceptions and behavior of segments of winery tourists. Findings indicate two distinct segments with different perceptions and wine consumption behavior.

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PurposeThe aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.Design/methodology/approachA qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.FindingsThere were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).Research limitations/implicationsResearch into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.Practical implicationsMarketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.Originality/valueNo trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.