Global Wine Consumption Behavior: Narrative Review and Development of Global Framework

The purpose of this paper is to perform a narrative review of the state of academic research in wine consumer behavior and provide findings on global consumption behavior of wine. 178 academic articles spanning 15 years from 2009 through early 2024 were analyzed to identify thematic areas, findings on consumer behavior, and theories utilized to answer research questions, and develop a framework for global wine consumption behavior. The review finds that academic research on wine consumer behavior is rich and diverse, has decently strong theoretical backing but is skewed towards a narrow set of journals and countries and lacks an overarching theoretical framework particular to wine consumption to guide it. Research findings show significant similarities and differences in consumption behavior among and within countries as a result of a heterogeneity in wine choice based on heuristic decision making. The paper draws implications for practitioners, global segmentation and academic research.