Overview

As wine is moving from being a sophisticated elite drink or everyday bulk beverage to a lifestyle product, so the focus of the modern wine consumer is evolving. Wine is a complex product, and a wider product choice is offered than for most other products. This complexity has led to the increasing importance of external cues which 'help' the consumer make a selection. This part is about how modern wine consumers engage with wine, and covers practices which help them to make decisions, as well as ways in which they can further their enjoyment in wine. In many cases they may make their own choices about wine, but to do this they need to develop an understanding of the product. Thus the chapter will examine some developments in wine consumption which have only recently become important. These are not just enjoyable experiences but also allow the gathering of information, and include wine literature, education and clubs, and the experience of the wine tourist. It also considers the impact on the wine consumer of 'gatekeepers' the people and organizations who influence consumption including wine critics and writers, and wine shows. This part of the chapter examines their impact, their consistency in evaluating wine, and dichotomies which develop around them. Finally two other aspects of wine consumption which have developed over the last 60 years are examined. The first is the rise of wine as an investment. Second, and related to this, consideration is given to consumers' use of...