Sociodemographic determinants of the probability of wine consumption in Tenerife (Canary Islands)

Purpose The Spanish wine sector has gained ever greater relevance not only in economic terms but also from a social and environmental perspective. One Spanish region with a deeply rooted history of growing and producing wine is the Canary Islands, and specifically the island of Tenerife. The wine sector there has undergone notable evolution since the end of the past century. The main aim of these changes has been to improve the quality of Canarian wines, although it is also crucial to design marketing strategies that contribute to maintaining and increasing market share. In this context, it is essential to improve our knowledge of wine consumption among the population, especially given the scarcity of studies that analyze consumption preferences. Thus, the aim of this study is to identify wine consumption profiles. Design/Methodology/Approach This study uses data from a survey carried out on a representative sample of 1,028 Tenerife residents. Discrete choice models are estimated to identify profiles of wine consumers. Findings The main results show that the probability of consuming wine is the greatest among adult men compared to a lower consumption by younger individuals and women. Furthermore, it was shown that the probability of occasional consumption increases with higher educational levels. Originality/value This study examines in depth the individual factors that influence decisions on wine consumption (frequency and amount) in Tenerife (Canary Islands), which has a wine-growing landscape that produces several unique grape varieties. The study quantifies the probability of wine consumption depending on resident individuals’ sociodemographic characteristics. Thus, it contributes to a greater understanding of demand and consumption patterns in the island´s wine sector and allows comparisons to be made with studies for other geographical areas. It is, therefore, a valuable framework for designing targeted marketing strategies to increase consumption and attract demand from potential consumers with specific characteristics.