12th Annual Conference June, 2018 Ithaca (NY), USA

Wine Consumer Profiles From Producing And Importing Countries In Europe Are Different Dr. Emiliano C. Villanueva Eastern Connecticut State University Dr. Sebastian Castillo-Valero University of Castilla-La Mancha Dr. Maria Carmen Garcia-Cortijo

Growing… but… Who is drinking wine in the United States? INTRODUCTION Growing… but… Who is drinking wine in the United States? “The demographic and socioeconomic profile of U.S. wine consumers (1972-2012)” (2015)

INTRODUCTION With a model identifying the demographic and socioeconomic profile of the average American wine consumer for those years (1972-2012), it was then discovered that wine used to be a product associated with higher income, higher education level consumers (the 70’s); and it is now described as a product consumed by the younger generation, married people, and women (2010’s). Interestingly enough, it is though evident that wine in the United States is a beverage that is becoming more popular, more democratic. Even though the wine culture of the U.S. remains new, heterogeneous, and concentrated, wine consumption in the U.S. has had an increasing rate and is expected to continue to increase, becoming a more popular product, closer to the younger generations, and women.

Convergence… but… again… Who is drinking wine in Europe? INTRODUCTION CONS 78% EU 39% W Convergence… but… again… Who is drinking wine in Europe? “The demographic and socioeconomic profile of traditional (FR, IT, SP) and importing (GE, UK) European wine consumers (1990-2014)” (2017)

MODEL SPECIFICATION Panel of Variables Environment Variables: Wine Price, Wine Production, and Agricultural State Policies Consumer Variables (intrinsic to the individual): Income Level, Age, Gender, Level of Education, Marital Status, and Beer Consumption Contribution Variables Model Sub-models a general model that integrates the five countries a sub-model for the countries of Group I (FR, IT & SP) a sub-model for the countries of Group II (GE & UK)

RESULTS AND DISCUSSION Environment Variables: Wine Price: relevant, as expected Wine Production: significant for the traditional countries; the countries that produce the most are the ones which consume the most. Agricultural State Policies: negative influence on producing countries and showing irrelevancy to net importers countries Consumer Variables: Income Level: significant and positive, as expected, indicating that the higher the per capita income is the higher the level of wine consumption… Age: no decisive influence… Gender: no decisive influence… Level of Education: the lower the education level, the more wine consumption is expected in the general wine consumer profile and the producers’ profile. Higher education level, more consumption in the net importers’ profile Marital Status: net importers’ profile favors the consumption of wine with a greater number of married couples Beer Consumption: relevant, as expected, in the general wine consumer profile and the producers’ profile, the opposite in the net importers’ profile

CONCLUSIONS Although wine consumption has quantitatively converged towards an unified and close value for most of the European countries, this research presents evidence that net importers wine consuming countries in Europe, in this case Germany and the United Kingdom, have wine consumers that are demographically different compared to the traditional European wine consumer’s profile from the producing wine countries, in this case France, Italy, and Spain. The empirical description of consumers from Germany and the United Kingdom, alike to those of the United States, presents their wine consumer profile with higher income, married, and higher level of education than those consumers of the European wine producers’ profile, and the general wine European profile.

Dr. Emiliano C. Villanueva Eastern Connecticut State University Thanks! Dr. Emiliano C. Villanueva Eastern Connecticut State University villanuevae@easternct.edu