Wine as a unique and valuable resource: An exploratory study of wine consumers on La Palma Island

With a wine history that dates as far as the fifteenth century, and includes exports of highly valued wine products, the Canary Islands illustrates the case of a region with a splendorous wine trading past. While the potential of the uniqueness of local wines still exists, little is known about consumer patterns, and perceptions of Canary Islands wines among the local consumers. The purpose of this paper is to address this area of research, focusing on the case of La Palma Island.

An online questionnaire was designed to investigate both local and outside consumers. A total of 378 respondents, predominantly local residents, participated in the study.

The potential of the local wines to become a valuable resource is identified in various ways. In particular, many respondent comments highlight the uniqueness of some of the local wines, including the Albillo, Malvasía, and “vino de tea”. In comparing various respondent groups to their wine perceptions and experiences with local wines, the findings also identify strengths, and areas of improvement, not only for those involved in wine production, but also for the island’s wine tourism.

The potential for the local designation of origin to maximise the uniqueness, historic value, and other valuable elements of the wines is highlighted. In addition, given the importance of tourism in this and other islands, opportunities exist for the local wines to be a highlight in visitors’ and local residents’ leisure pursuits, particularly through the organisation of special events, winery visitations, and the establishment of wine trails.

This exploratory research on La Palma Island’s consumers seeks to address a knowledge gap about a region where, albeit a very rich wine history, wine consumer research has been very limited.