The shock of lockdown on the spending on wine in the Iberian market: the effects of procurement and consumption patterns

Abstract

PurposeThis study aims to provide a better understanding of the behaviour of wine consumers in a completely new and unexpected setting, that is, a forced lockdown due to the COVID-19 pandemic. It seeks to explain consumer decisions and the probability of changes occurring in wine expenditure compared to a normal situation.Design/methodology/approachThe empirical analysis, conducted on a representative sample of Iberian consumers and based on the random utility theory, consists in the application of a multinomial logit model, setting the “usual” pattern of expenditure as a baseline category.FindingsThe results show that the coronavirus pandemic could have changed alcohol drinking habits. Consumers generally spent less on wine during the lockdown, maybe due to the uncertainty regarding their future income and professional situation. Those people more likely to spend more on wine were those who increased their wine consumption during the lockdown, those who drank for romantic purposes, those who purchased less wine in supermarkets but more online, those who used a wine app and those living in urban areas. The increased consumption of other alcoholic beverages also increases the probability of spending less than usual on wine. Additionally, the absence of certain reasons for drinking wine other than social purposes, such as wine and food pairing, its taste and relaxing effects, together with the previous consumption pattern leads to a decrease in the probability of spending less per bottle.Originality/valueThis paper makes a significant contribution to the understanding of the determinants of wine consumption in a very abnormal setting, an imposed lockdown and provides important policy implications. The findings show that managers and policymakers should pay attention to the different influence of variables related to behaviour and consumption patterns that may contribute to an increase in the demand for less expensive wines. Specifically, they should focus on new consumption patterns that may arise, adapting the supply chain and defining appropriate marketing strategies to fill new market segments.

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“…A substantial body of academic literature has delved into the analysis of how COVID-19 and related government policies have influenced wine consumption habits and purchasing patterns. Various studies (Wittwer and Anderson 2021;Compés et al 2022;Dubois et al 2021;Miftari et al 2021;Rebelo et al 2021;Duarte Alonso et al 2022) have scrutinized these impacts. Additionally, significant attention has been directed toward assessing the repercussions of the pandemic on wine tourism (Eastham 2022;Fountain et al 2022).…”

“…The study presented by (Compés et al 2022) analyzed consumer behavior regarding wine purchases in the unprecedented context of the COVID-19 pandemic. The findings indicated a shift in alcohol consumption habits influenced by the pandemic.…”