Retirees' Restaurant Wine Service Preferences

Abstract

Wine sales enhance a restaurant's operation. Consumers decide to buy wine in a restaurant based upon various mediums of information including sommeliers, prior knowledge, and personal experience with wine. High labor costs have forced some restaurants to combine sommelier and server duties. This may not be the most effective way to market wine, especially to older Americans. Therefore, understanding the consumers' needs is a sound marketing strategy, with segmentation being a critical factor.

An inductive pilot study was conducted in an upscale retirement community. Study results indicated that residents found their own personal knowledge useful when selecting wine in a restaurant despite low confidence levels in their wine knowledge. The study also indicated that they prefer a description of the wine over specific wine pairing suggestions.

KEYWORDS:

• retirees
• wine service
• involvement
• wine list
• consumer behavior
• segmentation