Wine as luxury experience: A taxonomy of consumers based on best-worst scaling

Abstract

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].