Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Qualitative study of alcohol consumers who choose to avoid wine

Qualitative study of alcohol consumers who choose to avoid wine Background and Aims This study aimed to investigate the similarities and differences in the reasons why alcohol consumers choose to avoid purchasing or consuming wine across five countries, and to investigate similarities and differences across three generations. Methods and Results Adults who consumed alcohol regularly, in healthy quantities, but rarely or never consumed wine were recruited from five countries and stratified into age groups. Online chat‐based focus groups were conducted for each country and age group. Semantic themes were identified by applied thematic analysis. Three main categories were identified: complications with wine, cultural/social influences and wine characteristics. The reasons for avoiding wine were complex. Exceptions to this consensus were: people who disliked the taste of wine, and would not drink it under any circumstances; and the Indian participants who had a unique cultural experience with wine. Conclusions Taste was the primary reason for avoiding wine; however, social norms, personal experience and situations are also involved. The reported differences and similarities across countries and generations could assist the wine industry in targeting their marketing strategies. Significance of the Study This is the first qualitative study to explore the reasons for avoiding wine in adults who consume alcohol across countries and generations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australian Journal of Grape and Wine Research Wiley

Qualitative study of alcohol consumers who choose to avoid wine

Download PDF
8 pages

Loading next page...
 
/lp/wiley/qualitative-study-of-alcohol-consumers-who-choose-to-avoid-wine-CSBEo0GrJP

References (33)

Publisher
Wiley
Copyright
© 2016 Australian Society of Viticulture and Oenology Inc.
ISSN
1322-7130
eISSN
1755-0238
DOI
10.1111/ajgw.12182
Publisher site
See Article on Publisher Site

Abstract

Background and Aims This study aimed to investigate the similarities and differences in the reasons why alcohol consumers choose to avoid purchasing or consuming wine across five countries, and to investigate similarities and differences across three generations. Methods and Results Adults who consumed alcohol regularly, in healthy quantities, but rarely or never consumed wine were recruited from five countries and stratified into age groups. Online chat‐based focus groups were conducted for each country and age group. Semantic themes were identified by applied thematic analysis. Three main categories were identified: complications with wine, cultural/social influences and wine characteristics. The reasons for avoiding wine were complex. Exceptions to this consensus were: people who disliked the taste of wine, and would not drink it under any circumstances; and the Indian participants who had a unique cultural experience with wine. Conclusions Taste was the primary reason for avoiding wine; however, social norms, personal experience and situations are also involved. The reported differences and similarities across countries and generations could assist the wine industry in targeting their marketing strategies. Significance of the Study This is the first qualitative study to explore the reasons for avoiding wine in adults who consume alcohol across countries and generations.

Journal

Australian Journal of Grape and Wine Research – Wiley

Published: Jun 1, 2016

Keywords: ; ; ; ;

There are no references for this article.