Sip or smoke: The link between wine consumption and cannabis use

Sophie Ghvanidze, Milan Ščasný and Jon H. Hanf

Journal of Wine Economics, 2025, vol. 20, issue 4, 306-328

Abstract: This study examines the relationship between cannabis and wine consumption, investigating whether these substances function as substitutes or complements. Using data from an online survey of 523 German wine consumers, including 215 cannabis users, we analyze consumption across four wine categories: white, red, rosé/sparkling, and sweet wines. To address potential bias from endogeneity, we employ an IV-Ordered Probit model with endogenous covariates—cannabis user/usage. The findings provide evidence of a complementary relationship: cannabis users report significantly higher wine consumption than non-users across most categories, except red wine. The effect is particularly pronounced for rosé/sparkling and sweet wines. More frequent cannabis use also correlates with increased wine consumption. Motivation-specific analyses reveal nuanced dynamics. Using cannabis for relaxation decreases wine consumption, suggesting substitution, while enhancement motives increase rosé/sparkling consumption. Social motives, however, show negative associations with these wines. Overall, results suggest that the nature of the cannabis–wine relationship depends on user motivations.

Date: 2025
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