Consumer Attitudes and Behaviors towards Wine Purchases: Everyday and Special Occasion Wines

Penn State Extension Wine & Grapes U.

By: Abby Miller

Aug 2014_Abby_Blog6

Prior to purchasing a bottle of wine, consumers consider the type of occasion during which the wine will be served. We asked the 1,183 consumers who resided in New Jersey, New York, and Pennsylvania and who participated in a 15-minute Internet survey if there was a difference in the type of wine they purchased for everyday consumption verse those purchased for special occasions. Nearly three quarters (72%) of respondents said they do purchase different wines for each occasion.

When comparing the price paid (for a 750 mL bottle) for both occasions, as might be expected, consumers purchased more expensive bottles of wine for “special occasions.” Nearly a third of participants reported spending $8.00 to $10.99 on a 750 mL bottle of wine, with slightly fewer purchasing wine priced between $11.00 and $14.99, for “everyday” purposes (Table 1), whereas approximately 40% of participants indicated that they spent between…

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