Quality wines and wines protected by a designation of origin: Identifying their consumption determinants

Abstract

In international wine markets, two different commercial strategies coexist: one from emerging countries, based on grape varieties, and one from traditional countries, based on designations of origin (DOs). This study focuses on Spain, a country with a long tradition in wine production and consumption, where there is an increasing demand for quality wine from DOs. The aim of the study is to develop two theoretical models to explain the consumption intensity of a quality wine and of a wine protected by a specific DO. Three surveys were carried out to collect data related to the wine producers belonging to the Alicante DO (Spain), catering professionals and red wine consumers. Statistical analysis was conducted using structural equation models. Findings show that the models that explain quality wine and Alicante DO wine consumption intensity share a direct relationship with an interest in gastronomy, and the opposite relationship with a healthy life. However, the first model includes social activity as an explanatory variable of quality wine consumption, whereas the consumption of wine from the Alicante DO is better explained through consumer ethnocentrism.