Purpose – The purpose of this exploratory study is to identify how consumers' involvement with wine as a product impacts upon their on‐premise behaviour, with special focus on the BYOB (bring‐your‐own‐bottle) behaviour aspect. Design/methodology/approach – Data are collected through...

Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The...

Purpose – This purpose of the study was to examine the relevance of the presence of geographical information, specifically the certification of region of origin (ROO) on the wine label, in the consumer’s wine purchase decision. In addition, the research investigated how the relevance of ROO...