Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions.

Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments' liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 (n = 122) investigated the effects of wine variety and product information, and Study 2 (n = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant's likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.