Chapter

Luxury Marketing

pp 395-416

Date:

Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling

  • Stefan BehrensAffiliated with Email author 
  • , Klaus-Peter WiedmannAffiliated withInst. f. Marketing u. Management, Leibniz Universität Hannover
  • , Nadine HennigsAffiliated withInst. f. Marketing u. Management, Leibniz Universität Hannover

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Zusammenfassung

Due to the ever-growing internationalisation of traditional eating habits – including menus with more courses combined with premium drinks – wine has become an integral component of culture in many countries [7]. Particularly in widespread areas of Asia and in Middle and Eastern Europe, wine consumption has obtained socio-cultural significance and hedonistic value [43]. Hence, world consumption of wine slowly began to rise from 224 million hl in the early 1990s to an estimated 232 to 242 million hl in 2010 [49], [51].