Title

Imagery and consumption of wine: A Southern United States case study

Document Type

Journal Article

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

14266

Comments

This article was originally published as: Alonso, A. D., & O'Neill, M. (2012). Imagery and consumption of wine: A Southern United States case study. Journal of Food Products Marketing, 18(4), 306-324. Original article available here

Abstract

The present study examines images that wine evokes among frequent and non-frequent wine consumers, as well as factors driving wine choices (e.g., type of wine, country/region) and the level of consumption of wines from different regions / countries. The findings indicate that regardless of respondents' wine consumption level, wine evokes various positive memories, particularly related to pleasure, special occasions, relaxation food, and travel. However, lack of consumption experience of wines from different origin is noticed among the more frequent consumers. The importance of education is therefore emphasised to create a long-term link between the wine product and consumers.

DOI

10.1080/10454446.2012.684640

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