Wine Consumption Research Articles

Association between wine consumption and cancer: a systematic review and meta-analysis.

Alcohol consumption is related to the risk of developing different types of cancer. However, unlike other alcoholic beverages, moderate wine drinking has demonstrated a protective effect on the risk of developing several types of cancer. To analyze the association between wine consumption and the risk of developing cancer. We searched the MEDLINE (through PubMed), Scopus, Cochrane, and Web of Science databases to conduct this systematic review and meta-analysis. Pooled relative risks (RRs) were calculated using the DerSimonian and Laird methods. I2 was used to evaluate inconsistency, the τ2 test was used to assess heterogeneity, and The Newcastle-Ottawa Quality Assessment Scale were applied to evaluate the risk of bias. This study was previously registered in PROSPERO, with the registration number CRD42022315864. Seventy-three studies were included in the systematic review, and 26 were included in the meta-analysis. The pooled RR for the effect of wine consumption on the risk of gynecological cancers was 1.03 (95% CI: 0.99, 1.08), that for colorectal cancer was 0.92 (95% CI: 0.82, 1.03), and that for renal cancer was 0.92 (95% CI: 0.81, 1.04). In general, the heterogeneity was substantial. The study findings reveal no association between wine consumption and the risk of developing any type of cancer. Moreover, wine drinking demonstrated a protective trend regarding the risk of developing pancreatic, skin, lung, and brain cancer as well as cancer in general. https://www.crd.york.ac.uk/prospero/display_record.php?ID=CRD42022315864, identifier CRD42022315864 (PROSPERO).

Effect of Maturation with American Oak Chips on the Volatile and Sensory Profile of a Cabernet Sauvignon Rosé Wine and Its Comparison with Commercial Wines

Rosé wines are commonly consumed as young wines mainly due to their freshness and fruity character. Nevertheless, in recent years a new market looking for alternatives to traditional wines has emerged. Considering this, the study of the volatile and sensory profiles of a varietal rosé wine aged with oak chips was carried out. Two Cabernet Sauvignon rosé wines were made: one was maturated with oak chips and the other without. Both wines were physicochemically characterized. Then, their volatile and sensory profiles were analyzed, also including two commercial wines. The results showed that the produced wines complied with Mexican regulations. Also, they showed greater relative areas in compounds such as ethyl (E)-2-hexenoate, ethyl heptanoate, ethyl nonanoate, ethyl 3-nonenoate, β-citronellol, (±)-trans-nerolidol, and β-damascenone. In their sensory profile, they were mostly related to attributes such as berries, prune, bell pepper, and herbaceous notes. Among the compounds related to barrel maturation, only cis-oak-lactone was identified in the rosé wine matured with chips. However, it was associated with vanilla, woody, smoky, and spicy attributes. According to the results, the maturation of rosé wines with oak chips could be a good alternative to provide them with unusual notes and thus offer new alternatives to traditional and new wine consumers.

Determination of Metal Content by Inductively Coupled Plasma-Mass Spectrometry in Polish Red and White Wine Samples in Relation to Their Type, Origin, Grape Variety and Health Risk Assessment.

The main objective of the research was to assess the influence of selected factors (type of wine, grape variety, origin, alcohol content and daily consumption) on the concentration levels of 26 elements in 53 Polish wine samples, also using chemometric analysis tools. Concentration of Al, As, B, Ba, Be, Cd, Co, Cr, Cu, Fe, Hg, Li, Mn, Ni, Pb, Sb, Se, Sr, Ti, V, Zn and Zr was analyzed by ICP-MS, while concentration of Ca, Na, K and Mg was determined by ICP-OES. White wines were characterized by higher concentrations of Al, As, Be, Ca, Co, Cu, Fe, Hg, Li, Mg, Na, Pb, Sb, Ti, V, Zn and Zr (mean values: 0.075-86,403 μg·L-1 in white wines, 0.069-81,232 μg·L-1 in red wines). Red wines were characterized by higher concentrations of Ba, Cd, Cr, K, Mn, Se and Sr (mean values: 0.407-1,160,000 μg·L-1 in white wines, 0.448-1,521,363 μg·L-1 in red wines). The results obtained for the health risk assessment indices, including the Target Hazard Quotient (THQ, mean values per glass of wine: 2.097 × 10-5 (Cr)-0.041 (B) in all wines), indicate that the analyzed elements do not show a potential toxic effect resulting from wine consumption. The chemometric analysis confirmed that elements such as Li, Ti, Ca, Mn, Sr, Ba, Zn, Mg, Cu, Se and B were closely related to local conditions and soil properties, and the presence of Fe, Cr, V and Pb was related to contamination of the soil.

The role of parent brand creating loyalty and acceptance toward premium extended wine brand: a cross-national study

PurposeThis paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.Design/methodology/approachData were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.FindingsThe results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.Practical implicationsWine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.Originality/valuePrevious researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.

A decision tree model of hypertension among college students in Yunnan Province, China

Purpose Previous studies have indicated that the prevalence rate of hypertension in adolescents is high, but it has not received much attention and the influencing factors are unclear, especially in Yunnan Province, China. Materials and methods A cluster sampling method was used to investigate 4781 freshmen in a college in Kunming, Yunnan Province from November to December. Demographic and lifestyle data were collected using questionnaires, and height, weight and blood pressure were measured. Decision tree model of hypertension in college students was established by Chi-square automatic interactive detection method. Results Prevalence of prehypertension of systolic blood pressure (SBP) and diastolic blood pressure (DBP) were detected in 33.9% and 32.1%, respectively. Prevalence of hypertension of SBP and DBP was detected in 1.2% and 7.2%, respectively. The hypertension and prehypertension decision tree of SBP has gender (χ 2 = 728.64, p < .001) at the first level and body mass index (BMI) (boys: χ 2 = 55.98, p < .001; girls: χ 2 = 79.58, p < .001) at the second level. The hypertension and prehypertension decision tree of DBP has gender (χ 2 = 381.83, p < .001) at the first level, BMI (boys: χ 2 = 40.54, p < .001; girls: χ 2 = 48.79, p < .001) at the second level, only children (χ 2 = 6.43, p = .04) and red wine consumption (χ 2 = 8.17, p = .017) at the third level. Conclusions The present study suggests that gender, BMI, only children and red wine consumption were the main factors affecting hypertension in college students in southwest border areas of China.

Benefits of the Light Consumption of Red Wine in Pain, Tender Points, and Anxiety in Women with Fibromyalgia: A Pilot Study.

Fibromyalgia (FM) is characterized by chronic widespread pain, as well as anxiety, sadness, and depression. These symptoms are present in most patients and have a negative impact on their daily, family, and social life. The role of neurotransmitters in the pathophysiology of FM has been extensively discussed. The scientific evidence shows that levels of serotonin are decreased in patients with FM. Numerous studies support the beneficial effects that moderate wine consumption has on the body, with cardiovascular, endocrine, bone, and muscle improvements. The objective of this pilot study was to assess whether light consumption of red wine improves the main symptoms of FM. The study consisted of an experimental study with a control group with a total of 60 women diagnosed with FM following the American College of Rheumatology's criteria. The experimental group ingested 15 g of alcohol per day, in the form of red wine, over a period of four weeks. The outcome measures were: the level of pain in tender points, sadness, anxiety, depression, and quality of life. The assessments tools were: tender point graphics, the visual analogue scale (for the assessment of pain and sadness), the Hamilton Anxiety Scale, the Hamilton Depression Rating Scale, and the Fibromyalgia Impact Questionnaire. The measurements were completed before and after the consumption of red wine. In addition, the differences between groups were evaluated in terms of drug consumption in the pre-intervention and follow-up phases. Statistically significant improvements were obtained in the wine ingestion group for the variables of pain (p = 0.038), tender points (p < 0.001), and anxiety (p = 0.028). An improvement in the mean values was observed in favor of the experimental group for the variables of sadness, depression, and quality of life. The differences observed in the changes seen in the groups that were in favor of the wine ingestion group should not be attributed to the consumption of drugs but to the fact that the experimental group had a light intake of red wine. The results of this pilot study suggest a potential relationship between alcohol intake through the light consumption of red wine as part of the patients' diet and the improvement of the main symptoms of fibromyalgia. Future studies are necessary to confirm these preliminary data; a bigger sample and a controlled diet should be considered, and the mechanisms through which improvements are achieved should be analyzed.

Study on quality parameters of wine at opening and deterioration with time

Wine is an alcoholic beverage made from grapes containing alcohol ranging from 5-15% by volume. Wine consumption in the Nepalese market is gaining steady growth in recent years. In this study, parameters such as specific gravity, total acidity, pH, percentage of alcohol content, amount of total dissolved solid, presence of furfural, methyl alcohol and heavy metal were selected for analysis of red and white wine with time after the opening of the packet wine at the time interval of 15, 20 and 25 days respectively. An increase in acidity and specific gravity (0.9780-0.9992 g/mL) while decrease in alcohol content (9.54%-8.03% by volume), presence of heavy Iron and Copper found below 0.003 and absence of furfural and methyl alcohol were observed with time. Consumption of wine in controlled amounts could prevent heart disease and circulatory problem. However, excess wine consumption can inhibit new brain cell development and depressive disorders.

Alzheimer's Disease Genetic Influences Impact the Associations between Diet and Resting-State Functional Connectivity: A Study from the UK Biobank.

Red wine and dairy products have been staples in human diets for a long period. However, the impact of red wine and dairy intake on brain network activity remains ambiguous and requires further investigation. This study investigated the associations between dairy and red wine consumption and seven neural networks' connectivity with functional magnetic resonance imaging (fMRI) data from a sub-cohort of the UK Biobank database. Linear mixed models were employed to regress dairy and red wine consumption against the intrinsic functional connectivity for each neural network. Interactions with Alzheimer's disease (AD) risk factors, including apolipoprotein E4 (APOE4) genotype, TOMM40 genotype, and family history of AD, were also assessed. More red wine consumption was associated with enhanced connectivity in the central executive function network and posterior default mode network. Greater milk intake was correlated with more left executive function network connectivity, while higher cheese consumption was linked to reduced posterior default mode network connectivity. For participants without a family history of Alzheimer's disease (AD), increased red wine consumption was positively correlated with enhanced left executive function network connectivity. In contrast, participants with a family history of AD displayed diminished network connectivity in relation to their red wine consumption. The association between cheese consumption and neural network connectivity was influenced by APOE4 status, TOMM40 status, and family history, exhibiting contrasting patterns across different subgroups. The findings of this study indicate that family history modifies the relationship between red wine consumption and network strength. The interaction effects between cheese intake and network connectivity may vary depending on the presence of different genetic factors.

Elemental Profile and Health Risk of Fruška Gora Wines.

The elemental composition of wine is influenced by endogenous sources and interventions from winemakers. The ICP-MS analysis of Fruška Gora wines (113) from vintages spanning across a decade (2011-2020), produced by 30 wineries and representing 18 autochthonous and international wine varieties, allowed a comprehensive insight into their elemental composition. Based on the mean concentrations of 23 investigated elements, B, Fe, and Mn, which were determined in mg per L of wine regardless of its colour or origin, were the most abundant. Red and white wines showed significant concentration differences in the case of B, Mn, and Sr (higher in red) as well as Be, Al, V, As, Mo, and Pb (higher in white). The elements of the highest toxicological concern were found in all (Pb and As) or almost all of the samples (Cd and Hg). Pb levels (maximum 47.1, 61.6, and 73.2 μg/L in red, rose, and white, respectively) were well below the legal limit. The applied risk assessment approaches (hazard quotient and index, margin of exposure) revealed no health concerns associated with consumption of Fruška Gora wines, except for a slightly increased lifetime cancer risk in the case of high wine consumption, and thus supported the promotion of Fruška Gora wines in the highly competitive international market.

Defining and establishing a restaurant wine culture

Purpose Applying signaling theory to Schein’s organizational culture framework, this study aims to explain how restaurants communicate that their establishments value wine through multiple cultural attributes. Design/methodology/approach A phenomenological research design was adopted to conduct three focus groups with 14 restaurateurs about wine culture. Conversational analysis with Straussian coding was used. Findings A comprehensive definition of wine culture was provided, and five factors emerged that signal the presence of a wine culture. A wine presence includes a wine list, marketing efforts, community involvement and restaurant aesthetics. Employee traits are defined by individual attributes, communications skills and overall knowledge (training). Restaurant identity reflects the cultural alignment and customer relationship expectations set forth by ownership. Organizational structure reflects a restaurant’s hierarchy within which an individual or department is afforded the freedom to invest in wine. Future alignment reflects generational differences and trends in wine preferences and consumption. Research limitations/implications Researchers are provided a wine-culture definition and framework for wine research. Restaurants can use the study’s findings to formulate strategies for establishing a wine culture. Originality/value This study provided a framework for restaurateurs who wish to be known for wine to implement. Researchers and restaurateurs may facilitate communication between guests, staff and an organization regarding wine as a means of creating a competitive advantage.

Evaluation of the Long-Lasting Flavour Perception after the Consumption of Wines Treated with Different Types of Oenological Additives Considering Individual 6-n-Propylthiouracil Taster Status.

Due to the limited scientific knowledge on the impact of commercial oenological additives on flavour perception, the aim of this work was to evaluate the effect of different types of oenological additives on the long-lasting flavour perception (flavour persistence) during wine tasting, also considering the effect of the individual PROP (6-n-propylthiouracil) taster status (PTS). To do so, white and red wines with two oenotannins (ellagitannin and gallotannin) and a commercial yeast mannoprotein were prepared. A control wine of each type was also made without additives. All the wines were spiked with a mixture of aromatic compounds responsible for the "fruity" and "woody" notes. Retronasal aroma and astringency were evaluated at the same time using time-intensity (TI) methodology and a trained panel (n = 40), including PROP non-tasters (NTs) and tasters (Ts). The results showed a significant effect of PTS on the long-lasting perception of astringency, being Ts who showed higher values than NTs for most TI parameters. However, PTS did not affect aroma persistence. In addition, the three oenological additives had an effect on astringency and retronasal aroma perception. They significantly increased the long-lasting perception of astringency compared to the control, while gallotannin also increased the persistence of the woody aroma.

Analysis of the polyphenol contents of traditional method sparkling wines

Over the last decade, the global demand for sparkling wine has surged by 40%, with Hungary being a pivotal player in this industry due to its rich history in wine production. Given the rising health consciousness among consumers and the established health benefits associated with moderate wine consumption, understanding the polyphenolic composition of these wines has become imperative. In this study, a spectrum of analytical and sensory tests were performed on a variety of 2017 vintage traditional method sparkling wines to delineate their polyphenol content, which plays a crucial role in defining the wine's taste and potential health benefits. Through meticulous analysis covering parameters such as leucoanthocyanin, catechin, colour intensity, and total antioxidant capacity, alongside routine analyses examining factors such as alcohol content and pH level, we aimed to offer a granular understanding of the characteristics defining both domestic and foreign traditional method sparkling wines. Our data revealed a remarkable diversity in the world of sparkling wines, with Hungarian variants standing toe-to-toe in terms of quality with their foreign counterparts. We discerned significant variability in the phenol content across different samples, and identified a general trend of lower polyphenol content in sparkling wines compared to still wines. This study not only underscores the commendable quality of Hungarian sparkling wines but also accentuates the vital role of polyphenols, advocating for a deeper exploration into this aspect to cater to the health-conscious consumer market and facilitating the continued growth of the Hungarian sparkling wine industry in the booming global market.&#x0D;

Alcohol intake including wine drinking is associated with decreased platelet reactivity in a large population sample.

Alcohol consumption is linked to decreased platelet function. Whether this link is dependent on sex or type of beverage remains unclear. Cross-sectional data were obtained from the Framingham Heart Study (N = 3427). Alcohol consumption was assessed by using standardized medical history and Harvard semi-quantitative food frequency questionnaires. Five bioassays measured 120 platelet reactivity traits across agonists in whole-blood and platelet-rich plasma samples. Linear mixed-effects models adjusted for age, sex and aspirin use, hypertension, body mass index, cholesterol, high-density lipoprotein, triglycerides, smoking and diabetes evaluated associations between platelet reactivity and alcohol consumption. Beta effects, the regression coefficients that estimate the amount of change in each unit of the predictor variable whereas all other predictor variables remain fixed, for heavy alcohol consumption were compared with effects of aspirin use. Alcohol consumption was associated with decreased platelet reactivity, with more associations among wine and liquor compared with beer. Many platelet-alcohol associations in the full sample (86%, P < 0.01) had larger effect sizes in females. Lower light transmission aggregometry adenosine diphosphate (1.82 µM) maximum aggregation (P = 2.6E-3, 95%CI = -0.07, -0.02, β = -0.042) and area under the curve (P = 7.7E-3, 95%CI = -0.07, -0.01, β = -0.039) were associated with white wine consumption; however, red wine had no associations with platelet reactivity. The effect of aspirin use was on average 11.3 (±4.0) times greater than that of heavy drinking in our full sample. We confirm associations between alcohol consumption and decreased platelet reactivity. Effects appeared larger for liquor and wine intake and in our female cohort. Red wine consumption is not associated with lower platelet function, contrasting with prior population studies. Although we report an inhibitory relationship between alcohol intake and platelet function, these effects appear much smaller than that of aspirin use.

Questioning the business model of sustainable wine production: The case of French “Vallée du Rhône” wine growers

This study develops and examines novel insights into attitudes and behaviours concerning sustainable wine production and the Business Model (BM) concepts surrounding them. It employs multi-methods – two focus groups, survey (n = 350) and seven in-depth interviews. The aim is to analyse sustainable wine production and consumption in a specific context in order to better understand challenges, opportunities and expectations facing wine producers and the conditions in which they operate. Equally, the paper identifies emerging trends in the sustainable value chain. This research is highly important as the wine industry constitutes a major global industry with substantial environmental impacts. The research findings show the need for: integrated strategic vision; diversification into wine-related services; and marketing communications to inform and educate consumers, in line with BM innovation. Given the current paucity of research in this field, the present study provides novel and valuable insights and implications for business managers, policy makers and scholars.

An exploration of consumer perceptions of sustainable wine

ABSTRACT Despite increasing interest in the category, there has been limited consumer-focused research to date around sustainable wines, especially in the Canadian context, despite the importance of consumer perceptions in driving wine purchase behaviour. In this mixed methods online survey of Canadian wine consumers (n = 725), we sought to determine how important sustainability-related cues are in purchase decisions, what beliefs and knowledge consumers possess around sustainable wines, and what are the characteristics of consumers with low and high sustainable wine involvement. Results show that sustainability-related cues are somewhat valued by consumers when making purchase decisions, but have low importance relative to the other cues examined. Environmental dimensions of sustainability have high saliency, in contrast with social and economic dimensions, and a significant minority of respondents report no or very limited knowledge of sustainable wines. Additionally, consumers with high involvement in sustainable wines tend to be younger, better educated, more involved in wine in general, and spend more per bottle than those with low involvement. Our findings support initiatives to develop global frameworks around sustainable wine and educate consumers on sustainable wine practises, as well as offer insights into marketing opportunities to promote this important product category.

The impact of climate change on the sustainability of wine production and the structure of its consumption in Czechia

Vine-growing for the production of wine constitutes one of the major areas of agriculture of Czechia, and in recent years it has been qualitatively improved. The purpose of this study is to express the effects of climate change on the structure of wine production and consumption in the Czech Republic in connection with the growing local popularity of white wine consumption. The current consumer preferences of wine consumers in the Czech Republic (characterized by the growing popularity of white wines) are not in line with the effects of future climate change associated with the assumption of growing vine varieties suitable for the production of red wines. The methodology of the following study is based especially on the evaluation of statistical data about vine growing and wine production of Czechia and a research investigation about consumers’ preferences in the consumption of wines in Czechia. The effect of long-term climate change in the region are likely to lead to an increase in growing areas, especially in favour of vine varieties suitable for the production of red or rosé wines. The harvest of wine grapes, the hectare yield of grapes and the production of wine in Czechia do not show a significant development trend in the long-term time series of 2000–2019. Thus, in the future, the development of viticulture in Czechia will be influenced mainly by the location of the planted area of vineyards or the development of consumer habits and preferences.

Are Local Product Consumption Habits Influenced by Extreme Situations? A Case Study of Wine During the COVID-19 Pandemic

This work looks into the effects that extreme situations have on the consumption of local products. The COVID-19 pandemic has led to significant changes in consumer behavior where food and especially local produce are concerned. To explain these changes, we used the Goal-Framing Theory as an overarching framework for other approaches such as the Theory of Planned Behavior and the ABC Model, including the effect of consumer resilience to adversity. The research applied to local wine and involved a sample of 762 consumers from the Canary Islands. The hypotheses were tested using the PLS structural equation technique. The main results confirm that there is a change in behavior toward greater consumption of local wine due to the impact of said pandemic, mainly motivated by consumer resilience to adversity and attitude toward the local product, also influencing the personal norm.

Alcohol-related liver disease: also a question of what you drink?

Excessive alcohol intake is still among the leading causes of chronic liver diseases. Epidemiological studies suggest that per capita consumption of alcohol from various alcohol beverages e.g., beer, wine, or spirits, differs markedly between different areas of the world. Studies further suggest that different alcoholic beverages may impact the development of alcohol-related liver diseases (ALD) differentially. Specifically, results of several more recent epidemiological studies suggest that consumption of wine and herein especially of red wine may be less harmful in relation to the development of liver diseases than the intake of hard spirits. Results of studies evaluating the effects of beer on the development of ALD in humans are rather contradictory. Here, results of studies assessing the impact of wine, beer, and spirits on the development of ALD as well as possible underlying mechanisms are summarized and discussed.

BYOB of wine, but which one? Unveiling new boundary conditions and moderating effects for restaurant patrons' consideration set formation

PurposeDeparting from conflicting findings on the role of involvement in the formation of the consideration set, the authors of this study seek to shed light to the wine consumer behaviour and expand previous findings in the bring-your-own-bottle (BYOB) of wine restaurant industry. The authors seek to determine the contradictory effect of involvement on the consideration set size and variety.Design/methodology/approachThree empirical studies were conducted. In Study 1, the relationships were tested in a personal consumption situation and in Study 2 in a gift-giving context. Finally, in Study 3, inconsistencies in the intensity of the hypothesised relationships were explored by testing the triple interaction amongst the three variables (i.e. involvement, decision-making context and decision domain).FindingsAccording to the authors' findings BYOB of wine consumers form larger considerations sets in memory-based decision contexts. Involvement's effect on wine consideration set size is stronger in memory-based decisions. BYOB restaurant patrons form smaller sets of alternatives for personal consumption. BYOB restaurant patrons form more heterogeneous sets of alternatives in wine gift-giving. BYOB of wine restaurants should facilitate consumers' wine-selection process.Originality/valueThe authors make an effort to explain and determine the up-to-date contradictory effect of restaurant patrons' involvement on the BYOB of wine consideration set size and the amount of variety contained therein. The study offers new insights, by unfolding the moderating effect of decision-making contexts (i.e. memory-based versus stimuli-based) and decision domains (i.e. personal consumption versus gift-giving) on this effect of involvement on the properties of consideration sets.

Destination-Centric Wine Exports: Offering Design Concepts and Sustainability

With more than 40% of produced wine crossing borders, wine represents a truly global beverage. Wine export serves as a sales lever, especially for producers where home wine consumption diminishes but the global wine business is highly competitive. The literature tells that in competitive market innovation, customer centrism, and increasing sustainability are key. Wine export offerings need to meet the customer’s desires in the targeted foreign destinations. German wine providers have to catch-up in regard to destination-specific preferences so they can offer adaptation or suffer a competitive disadvantage in sustainability positioning. The main aims of this study were to validate the importance of sustainability in wine import and to explore destination-specific preferences and potential sustainable offer designs on the basis of new, fungus-resistant grape (FRG) wines by an explorative, qualitative approach. Evaluating the key export markets for German wine, the study delved into a performance assessment on how German providers who are marked by small-scale structures and fragmentation are positioned in regard to the primary purchasing factors in global wine competition, in regard to sustainability, and how to overcome performance gaps by tailoring destination-specific export offerings. In order to close a lack of research on destination-oriented sustainable wine offer design and to provide orientation for practitioners, an empirical study tested wine export offerings in the form of four concepts with a strong emphasis on sustainability and FRGs. More than 100 wine experts in the five key countries for German wine exports served to explore country preferences for offer elements and perceived performance of German wine producers. The interviews revealed (a) that sustainability is a must for wine export sales; (b) that German wine producers limp in sustainability reputation; (c) the existence of country-specific preferences allowing exporters to tailor their offerings to the specific needs in their ambition to increase export performance; (d) that German wine producers can potentially claim sustainability on the basis of a fitting concept; (e) FRGs are potentially suited to reposition innovatively and sustainably; (f) a playful exploitation of stereotypes for German suppliers is risky; (g) that an offer concept on sustainability and “made in Germany” characteristics (design, technology, and reliability) is highly regarded potentially allowing to escape price cutting in their key export destinations.