Why Do People Drink Wine? A Consumer-Focused Exploration

S. Charters, Simone Pettigrew

Research output: Contribution to journalArticlepeer-review

67 Citations (Scopus)


There is an increasing interest in the consumption and social meaning of food and drinks in the discipline of marketing. This article reports the findings of an exploratory research study into the motivational factors which inform the reasons why people drink wine. A qualitative research process was used to explore these factors to understand better the motivational aspect of Australian consumers' relationship with wine. The findings cover both symbolic and experiential purposes. Enjoyment, situational factors, personal historical context, and lifestyle-related issues appeared to be crucial. Additionally, cognitive dimensions, aesthetics, and memory-related factors are also significant although previously these have been less noted by researchers.
Original languageEnglish
Pages (from-to)13-32
JournalJournal of Food Products Marketing
Issue number3
Publication statusPublished - 2008


Dive into the research topics of 'Why Do People Drink Wine? A Consumer-Focused Exploration'. Together they form a unique fingerprint.

Cite this