Lifestyle Behaviours of New Zealand Winery Visitors: Wine Club Activities, Wine Cellars and Place of Purchase

Abstract

Introduction Understanding the patterns of wine consumption plays a critical role in the wine marketing process and allows wineries and other wine business to effectively target their market. However, as recently as 2000, Mitchell et al. (2000: 124) lamented the fragmentary picture of wine lifestyles, purchasing behaviours and wine interests of wine tourists, suggesting that “Establishing the level of interest in wine of winery visitors is extremely important in terms of educating the consumer.” This research note explores wine lifestyles in New Zealand from a number of indicators of wine interest including wine club participation, wine cellaring behaviour, place of purchase and wine knowledge.