Purpose – The purpose of this paper is to investigate the demand for wine and provide insight into the behavior of USA wine consumers. Design/methodology/approach – This paper uses a fixed effect, instrumental variable approach to estimate the demand for wine in the USA, correcting for...

One of the biggest obstacles facing wine producers today is attracting entry level drinkers. The wine industry has attempted to gain access to this market with a variety of fruit flavoured products appealing to a younger palate. Ostensibly, one of the goals of wine producers is to produce some...