Consumer-Level Determinants of Wine Purchases in Canadian Restaurants*

Leigh J. Maynard and Kelly Davidson

Journal of Wine Economics, 2009, vol. 4, issue 1, 10-24

Abstract: Logistic regressions identified determinants of red and white wine purchases in formal and casual restaurants, using a detailed dataset of over 26,000 consumer-level food away-from-home purchases in two Canadian provinces during 2000–2005. Meal context regressors, and prior behavior associated mainly with unobserved heterogeneity, contributed most of the explanatory power, with observable demographic regressors playing a modest role. The main strategic recommendation is thus to focus wine marketing resources on the restaurant environment, with less emphasis on targeting specific audiences. (JEL Classification: C25, D12)

Date: 2009
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