Introduction Understanding the patterns of wine consumption plays a critical role in the wine marketing process and allows wineries and other wine business to effectively target their market. However, as recently as 2000, Mitchell et al. 2000 124 lamented the fragmentary picture of wine lifestyles, purchasing behaviours and wine interests of wine tourists, suggesting that Establishing the level of interest in wine of winery visitors is extremely important in terms of educating the consumer. This research note explores wine lifestyles in New Zealand from a number of indicators of wine interest including wine club participation, wine cellaring behaviour, place of purchase and wine knowledge.
International Journal of Wine Marketing – Emerald Publishing
Published: Mar 1, 2001