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2013 | OriginalPaper | Chapter

Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling

Authors : Stefan Behrens, Prof. Dr. Klaus-Peter Wiedmann, Dr. Nadine Hennigs

Published in: Luxury Marketing

Publisher: Gabler Verlag

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Due to the ever-growing internationalisation of traditional eating habits – including menus with more courses combined with premium drinks – wine has become an integral component of culture in many countries [7]. Particularly in widespread areas of Asia and in Middle and Eastern Europe, wine consumption has obtained socio-cultural significance and hedonistic value [43]. Hence, world consumption of wine slowly began to rise from 224 million hl in the early 1990s to an estimated 232 to 242 million hl in 2010 [49], [51].

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