Aesthetics or Identity? The Importance of Wine Consumption Frequency

DOI

10.2991/978-94-6463-868-4_30How to use a DOI?

Keywords

Price; Origin; Label; Wine Type

Abstract

The Ecuadorian wine market is currently saturated with international competitors, with insufficient brand differentiation for a bottle of wine to stand out. This study aims to identify the variables influencing consumption frequency, focusing on Generation Z and Millennials. It considers factors ranging from taste-based wine type preferences to the visual elements of wine labels that influence consumer decision-making during purchase. Based on focus groups and surveys, price emerged as a key determinant influencing both origin and type of wine, making it the most impactful variable on consumption frequency. Conversely, the label was not considered a significant visual element by consumers.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Danny C. Barbery-Montoya
AU  - Fiorella Echeverría-Camposano
PY  - 2025
DA  - 2025/10/22
TI  - Aesthetics or Identity? The Importance of Wine Consumption Frequency
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 327
EP  - 336
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_30
DO  - 10.2991/978-94-6463-868-4_30
ID  - Barbery-Montoya2025
ER  -