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

  • Stefan Behrens
  • Klaus-Peter Wiedmann
  • Nadine Hennigs


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].


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Stefan Behrens
    • 1
  • Klaus-Peter Wiedmann
    • 2
  • Nadine Hennigs
    • 2
  1. 1.WolfsburgGermany
  2. 2.Inst. f. Marketing u. ManagementLeibniz Universität HannoverHannoveGermany

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