Winery Distribution Choices and the Online Wine BuyerJournal of Food Distribution Research (2015)
Direct to consumer (DTC) wine sales are an increasingly important distribution channel for wineries, particularly due to online wine sales growth. This research profiles the online wine buyer. Based on the responses of 918 wine consumers, the online wine buyer is an older, married man, with a high income. The online wine buyer is more likely to be a wine connoisseur. Despite access and comfort with technology, millennials are unlikely online buyers. From this research, online retailers and wineries gain positioning knowledge for appealing to individuals interested in online purchases. This research also identifies expansion opportunities through untapped consumer markets.
- consumer behavior,
- wine purchasing,
- online buying,
Citation InformationLindsey Higgins, Marianne McGarry Wolf, Rachel Bitter and William Amspacher. "Winery Distribution Choices and the Online Wine Buyer" Journal of Food Distribution Research Vol. 46 Iss. 3 (2015) p. 32 - 49
Available at: http://works.bepress.com/lhiggins/12/