Time for wine? Identifying differences in wine-drinking occasions for male and female wine consumers

Abstract

This study examines the two important wine marketing variables of occasion and gender. The methodology includes in-depth qualitative interviews with 30 California wine consumers (15 men and 15 women) and an online quantitative survey with a representative sample of 305 California wine consumers (155 men and 150 women). Results confirm that of the 22 occasions analyzed, there are 16 in which California men and women drink wine at similar frequency. Common gender motivations include drinking wine to enhance food, because they like the taste, and for relaxation. Differences in motivation indicate that men are more interested in discussing the technical aspects of wine and exhibiting knowledge, whereas women want to relax and socialize with friends over wine. The results both support and provide new findings for the research literature, and point to future research opportunities. In addition, implications for wine marketing are provided.

Keywords:

• gender
• wine
• occasions
• consumer behavior

Acknowledgement

This research study is part of a Masters of Wine dissertation paper. Publication of this study has been approved by the Institute of Masters of Wine in London, UK.

Notes

^†This research study is part of a Masters of Wine dissertation paper. It has not been published in any other formats. Publication of this study has been approved by the Institute of Masters of Wine in London, UK.