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Article
Winery Distribution Choices and the Online Wine Buyer
Journal of Food Distribution Research (2015)
  • Lindsey Higgins
  • Marianne McGarry Wolf, California Polytechnic State University, San Luis Obispo
  • Rachel Bitter
  • William Amspacher
Abstract
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. 
Keywords
  • online,
  • consumer behavior,
  • wine purchasing,
  • online buying,
  • Millennials
Disciplines
Publication Date
2015
Citation Information
Lindsey 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/