PurposeExploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The overall aim is to gain some insights into the product style preferences of consumers and what this means in practical terms to wine product marketing.Design/methodology/approachInformation was obtained from a random sample of 150 visitors to ten wineries in the Yarra Valley wine region in Australia. Data were collected by means of self‐administration surveys using a highly structured questionnaire at each of the winery tasting room venues.FindingsSpecific differences exist in the wine consumption behaviour and sensory preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Females drink less wine than males, spend less thereon but tend to “compensate” for this by buying higher priced wine per bottle, which could represent a risk‐reduction strategy. Females are noticeably higher than their male counterparts in white wine consumption, showing a preference for a sweeter wine style at a young age, and reported a strong preference for medium body style wines over light and full‐bodied wines. From a sensory preference viewpoint, fruit tastes and aromas are by far the most important, especially among females, as are vegetative characters, wood/oak, and mouth‐feel characters. More males, on the other hand, preferred the aged characters of wine.Research limitations/implicationsIt is possible to target wine consumers in accordance with their gender and lifecycle stage as far as the sensory and certain behavioural aspects of the product are concerned. However, this should not be oversimplified and drive product marketing strategies in the wrong direction.Originality/valueThis study is of value to academic researchers, wine industry practitioners and other wine distribution channel members alike, as it provides insights into consumer behaviour differences and one of the core tangible aspects of a wine product, namely the sensory preferences of consumers.

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Purpose – This exploratory study aimed to examine the relationship between perceived risk, risk-reduction strategies (RRS), and the occasion-based purchase of wine, a product widely regarded as representing a complex buying situation for consumers in a retail setting. Design/methodology/approach – Data was collected in a specialty wine store in Adelaide, Australia using a self-administered questionnaire. A 22-item Perceived Risk Scale (PRS) was developed and operationalised in this study returning a Cronbach alpha coefficient of 0.717. Findings – The highest perceived risk dimension, namely financial risk, did not differ between risk segments, while the high perceived risk segment observed more social risk than the low perceived risk segment. The high-perceived risk segment also observed more psychological risk. Information seeking was the most important RRS used across seven different wine consumption occasions. The decreasing order of importance in consumption occasions had an inverse relationship to the closeness of the relationship the wine consumers had with those with whom they may consume the wine they had purchased. Research limitations/implications – Marketers and managers have the opportunity to target consumers mindful of their specific perceived risks, and help reduce these uncertainties through the use of individualised RRS management focused on consumers' occasion-based wine purchases. Originality/value – This study is of value to academic researchers and wine industry practitioners alike. It contributes to the knowledge base by developing a new Perceived Risk Scale (PRS) to investigate the relationship perceived risk has on the types of RRS wine consumers use when purchasing wine for various consumption occasions.

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This study's overall purpose was to contribute to the wine tourism knowledge base regarding the impact of the winery tasting room experience on consumer wine brand loyalty. A total of 108 surveys were conducted at wineries in the Barossa Wine Region in South Australia in an exploratory study. The study's main contribution is the development of three scales to operationalize the research, namely, Wine Brand Loyalty, Winery Tasting Room Initial Perception, and Winery Tasting Room Actual Experience Scales, and to determine what influence initial perceptions combined with the actual tasting room experiences have on brand attitudes and eventually on brand loyalty. The brand loyalty scale returned a Cronbach's alpha of 0.802. It was confirmed that wine quality has a significant impact on brand attitudes. A higher level of perceived wine value increased brand attitudes, whereas positive brand attitudes increase the likelihood of future purchase intentions. The overall tasting room experience is significantly correlated to brand attitudes. There is a strong correlation between the winery tasting room experience and brand loyalty, proving that consumers who have an enjoyable and memorable experience are more likely to buy the wine again and/or promote the wine brand to others.