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Determinants of Wine Consumption of U.S. Consumers: An Econometric Analysis

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Intellectual Contribution by Susan Cholette

Contribution Title

Determinants of Wine Consumption of U.S. Consumers: An Econometric Analysis


International Journal of Wine Business Research


Huissan, M. and Castaldi, R.




Purpose _ The purpose of this paper is to identify econometrically the determinants of wine consumption of U.S. consumers. Design/methodology/approach _ In empirically identifying driving forces of wine consumption, we used 122 survey responses from Northern California consumers. Findings _ The study found that even knowledgeable or frequent consumers of wine purchase across all price points. Further, a significant positive correlation exists between knowledge and volume of wine consumed. All three regression techniques applied in this paper indicate that knowledge remains the most important determinant in wine consumption. Practical implications _ The results emphasize the need for U.S. wineries to better educate and connect with consumers by developing compatible positioning strategies and marketing programs that are as informative as they are appealing. Originality/value _ As one of the few studies of the U.S. wine market employing econometric analysis, this paper offers a fresh perspective on the consumption behavior of wine drinkers in the U.S.

Complete Citation

This paper was also presented at the Third Annual International Wine Marketing Symposium, and can be found in the refereed conference proceedings.


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