Uncorking the delights: deciphering Indian wine consumers’ tastes with a multi-method approach and consumer insights

Abstract

Purpose: Alcohol consumption trends in India have undergone a significant shift in recent years. While spirits like rum and brandy have traditionally dominated the Indian alcohol industry, wine is now gaining popularity with a commendable compounded annual growth rate. This presents a significant opportunity for wine marketers to develop effective strategies for targeting Indian consumers. To capitalise on this evolving market scenario, it is crucial to understand the attributes that consumers seek in their preferred wines. Therefore, this study aims to identify the specific wine attributes that significantly influence the purchasing behaviour of Indian consumers. Design/methodology/approach: The study used a mixed-methods approach to comprehend the wine preferences of Indian consumers. The methods included tweet analysis, word cloud, sentiment analysis and conjoint analysis. Findings: The study reveals that Indian millennials’ wine consumption is driven by health and sustainability concerns, particularly the appeal of organic and low-alcohol options. However, wine, especially red wine, is also strongly associated with socializing, luxury and pleasure. This dual motivation highlights wine’s versatility in fulfilling both health-conscious and indulgent desires. Originality/value: This study examines Indian wine consumers and their purchasing decisions using a multi-method approach. In addition, it compares gender preferences, addressing a gap in limited research on the Indian wine industry. © 2024, Emerald Publishing Limited.