A

Critical review

On

A conceptual study of wine consumption and its impact on

tourist behavior

Submitted for the partial fulfillment of requirement for the award of degree

Of

Masters of Hospitality Management and Catering Technology

Of

Le Cordon Bleu, GD Goenka School of Hospitality and Tourism

Session 2021-23

Supervised by:

Dr. Kuldeep Singh

Professor,

Le Cordon Bleu,

GD Goenka School of Hospitality and Tourism

Submitted by:

Joshua Leny Thomas

210040304003

MHMCT Sem II
 Declaration

I, the undersigned solemnly declare that the report of the project work A conceptual study of
wine consumption and its impact on tourist behaviour, is based my own work carried out
during the course of my study under the supervision of Dr Kuldeep Singh.

I assert that the statements made and conclusions drawn are an outcome of the project work. I
further declare that to the best of my knowledge and belief that the project report does not
contain any part of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.

___________________

Signature

Name: Joshua Leny Thomas

210040304003
 Certificate by Supervisor

This to certify that the report of the project submitted is the outcome of the project work entitled
A Conceptual Study of Wine Consumption and its Impact on Tourist Behaviour carried
out by Joshua Leny Thomas bearing Roll No: 210040304003, enrolment No: 210040304003.
Carried by under my guidance and supervision for the award of Degree in Masters in
Hospitality Management and Catering Technology of Le Cordon Bleu GD Goenka School of
Hospitality and Tourism, Haryana.

To the best of my knowledge the report

i. Embodies the work of the candidate him/herself,

ii. Has duly been completed,
iii. Fulfils the requirement of the ordinance relating to the Master’s degree of the University
iv. Is up to the desired standard for the purpose of which is submitted.

_______________

Signature Of Supervisor

Name: Dr Kuldeep Singh

 Acknowledgment

The evaluations of aptitude, hard work, and ability are the focus of a research project report.
One must devote time, perseverance, and knowledge to complete the research project.

I'd like to express my sincere gratitude to my mother, father, and the university for their
assistance in completing this research project. For the completion of my research project, my
guide, Dr. Kuldeep Singh, Assistant Professor, Le Cordon Bleu School of Hospitality &
Tourism, GD Goenka University, Sohna, Gurugram, Haryana, would not have been able to
help me finish this research project.

I also want to express my gratitude to my parents, friends, and other people who have helped
me complete my research project.
 Abstract

Alcohol has been within Indian culture from the chalcolithic era, manner before the Harappan

civilization. It’s believed that the Harappan civilization was the primary era to use the method

of distillation, although it absolutely was not for alcohol, except for perfumes. There is unit

evidence unearthed that shows tiny scale distilleries. Liquor came to the Republic of India

manner earlier than anybody would figure. It ebbed and streamed with the powers that

delineated, currently and once more ascending to the prevalence and at totally different times

lurking away into the shadows. What is more, close to a 3rd of India’s population consumes

alcohol on a daily basis, with the bulk of the population being moderate or significant

drinkers. In India, the fierceness of males and the common fraction of females, World Health

Organization have created an area of their lives that says it’s injured their physical health,

finances, and social unit obligations, in step with polls. However, as recent events have

incontestable, alcohol is associated with a tangled and necessary side of the Indian economy.

The patterns and examples of liquor utilization area units are dynamic within the country.

With the rising acknowledgement of girls drinking liquor, the developing prevalence of wine

and the attractiveness of expensive alcohol, the market state of affairs is by all accounts very

hopeful sooner instead of later. Indians aren’t merely drinking more; they’re drinking

dangerously too. Upwards of fifty-seven million people are a unit tackling the delayed

consequences of liquor enslavement. A review by the Community Against Drunken Driving

(CADD) uncovered that quite half a mile of youth under twenty-five, polish off or purchase

liquor but it’s unlawful. The Republic of India has one of the world’s fastest-growing alcohol

markets. Urban development, a large upper-middle-class population with growing payment

power, and a booming economic area unit are a number of the main factors influencing the
rise in alcohol consumption in the Republic of India. This analysis would be conducted to

know the present trends in alcohol consumption in terms of consumption. The analysis would

be to establish the kind of alcohol most well-liked for consumption of the present generation,

would it be mixed cocktails, straight drinks or crisp beers. The present generation is

understood to pay lavishly for alcohol and spirits. This analysis would additionally facilitate

the payment capability on the average on an outing.

 A conceptual study of wine consumption and its impact on tourist behaviour

Introduction

Wine is an alcoholic beverage made from grape juice that has matured.

Any natural product can be used to make wine, including apples, cranberries, plums, and so
on; however, if the label simply states "wine," then the product is made from grapes. It just so
happens that table grapes and wine grapes are not the same thing. In comparison to wine grapes,
the grapes you eat are unexpected varieties. The majority of table grapes are made from Vitis
Lambrusca or other species, while the majority of wine grapes are made from Vitis Vinifera.
There are a lot of differences between the two. Table grapes have a lot of production, are huge,
have thin skins, are less sweet and acidic, and generally don't taste as good. Compared to table
grapes, wine grapes yield less per plant, have thicker skins, more sugar and acridity, and
generally have more flavour. The very thing that gives wine its structure and flavour is this
very thing.

Numerous components in advanced winemaking contribute to the final product:

Grapes

Excellent grapes are necessary for producing excellent wine. Native species are still used today,
but plants have been moved all over the world and new grapes are being made all the time to
fit in the right place and environment.

Yeast

Grapes and all natural items regularly contain yeast that begins to mature the juice when it is
revealed. While some winemakers actually choose to use native yeasts, the majority of
winemakers choose to use business-chosen yeast.

Side effects produced by yeasts produce particular flavours and bring out various aspects of
the wine. Winemakers can select specific business yeasts based on the best results they expect
from that variety.

Corrosive The grape's acridity at harvest is crucial. It helps the wine mature and is one of its
most important components. To produce the best wines, some New World wineries add
corrosive to the winemaking process.
Because using corrosive additives is against the law in most Old-World wine regions, grape
growers need to be especially aware of what's going on in the grape plantation and when the
corrosive is at its highest level.

Tannins

Tannins are typically found in plant seeds and skins. Additionally, they can be found in the
chips and oak barrels used to age wine. They lack the variety found in wines and have an
unpleasant flavour. Tannins give wine character and body and make it possible for it to age
well.

Wines with a lot of tannins will make your mouth feel dry and tacky. Because they are matured
with the skins still on, red wines have significantly more tannins than white wines.

Added substances During the winemaking process, modern winemakers frequently employ
additional substances. Even though some of these added substances are against the law in some
areas, they are common in most nations of the New World. During aging, compounds are added
to wines to prevent bad native yeast from growing and overwhelming the good yeast. Proteins
have been developed with a variety of advantages for winemakers, just like business yeasts.

Wine is infused with sulphur as an anti-oxidative preserver. Regular wines or wines that are
freed from sulphur will develop exorbitantly quick, have a more restricted future, and oxidate
a ton faster than wines with sulphur added.

Gum Arabic is a common ingredient used to preserve fragrances and enhance their scent in
wine.

Polysaccharides are used to safeguard the flavour, variety, and tannins of the wine; allowing it
to age longer.

Fining Experts Unfortunately, many wines do not like vegetables. The usage of animal parts
as components for fining and filtering wine has been a common practice for a seriously
significant time-frame. Bentonite earth, gelatine, and egg whites are still cutting-edge fining
agents that aid in wine channelling.

After fining specialists are used, the wines are filtered through a massive machine sift that
separates these specialists and other particles.
Wine Consumption numbers in India

India is the second biggest populated country with a populace of 1.2 billion individuals and a
huge working class of north of 250 million individuals. We could be drinking around 250
million litres of wine every year assuming every individual drank only 1 litre each year.

In any case, the yearly utilization of wine midpoints around 7 million litres of Indian and around
1.5 million litres of Imported wines. This means under 1 million instances of wine. This is as
an unmistakable difference to around 120 million Instances of hard alcohol like Bourbon, rum
and vodka being polished off each year and north of 105 million instances of Lager.

In terms of wine consumption worldwide, India ranks 77th. When compared to China, which
consumes more than 62.7% of all wine consumed in Asia, the nation accounts for 0.8% of the
total. The wine market in India currently has 200 people sharing a jug, but due to the rise in
domestic consumption, it is likely to grow by 22% over the next three years. The continuous
use is 5m containers a year. The majority of wines consumed in the country, or 75% of the total
volume, are privately delivered, contrary to common belief that the majority of imported wines
are primarily consumed empty-handed. India imports approximately a quarter of its wine, with
France accounting for 41.7% of its imports. According to industry figures, Indian winemakers
sold approximately 940,000 domestic cases and 60,000 international cases in 2006. This was
an increase from 530,000 domestic cases and 30,000 international cases sold in 2003. 7, 20,000
cases of wine were purchased in 2007.

Fig 1

Source: Market Intelligence Report for Wine, Agri Exchange.

In recent years, the exceptional wine sector of the wine industry has experienced a CAGR of
more than 25%, primarily driven by the solid growth in domestic wine consumption. The
Indian wine market at present stands at 4.6 million litres in volume terms and Rs 450 crore in
regard terms. By 2010, the market for wine is expected to reach 8.3 million litres. From just
one million litres in 2001, domestic wine consumption reached more than 10 million litres in
2007 and may rise to 15 million litres in 2008. The major urban communities, particularly New
Delhi, Mumbai, Chennai, Kolkata, Pune, and Bangalore, account for nearly 80% of wine deals.
West India accounts for more than 41% of all out-volume wine deals in India, followed by
North India, which accounts for 29%. Practically 90% of wine bargains are for still (that is, red
and white) wines. Around 63% of the volume arrangements of wine are through off-trade
channel five-star lodgings, bars and bar-restaurants. Maharashtra is home to 52 wineries out of
a total of 54 across the country. The region of Maharashtra produces nearly 94% of the nation's
wine. Maharashtra produced 1.32 crore litres of grape wine out of India's total production of
1.42 crore litres during the 2006-2007 fiscal year. To Rs, interest in the wine industry in
Maharashtra has increased by 74.31%. 247.71 crore during the 2006-2007 fiscal year. Sula
Grape plantations sold 129,000 nine-litre cases in 2007, intends to sell over 190,000 cases by
2008, and plans to continue growing at a rate of more than 35% per year for the next three
years. In 2007, Grover sold 60,000 cases and intends to reach 90,000 in the coming years. The
greatest manufacturer, Chateau Indage, has proactive reached 200,000 cases.

Research Questions:

How does wine production of a particular region affect its production and consumption pattern?

What is the production of Indian wines?

Objectives:

 To understand the scale of production of manufacturing and consumption of wines in

India
 To understand the relation of wine consumption to tourist places.
 Review of Literature

1) Millennial Drinking Trends That Are Changing the World of Alcohol Who Are More
Experimentative Than Other Gens.

The article starts off with the true line that we have been hearing for quite some time,
that the millennials have a great effect on the economy, directly or indirectly. That is true
because the current generation is quite knowledgeable in the current situation and can change
the course of event. The article states the shift in the situation from the baby boomers to the era
of the Millennials. The article mentions 5 main points that are reshaping the current scene.
Those being taste, exploration, fall of beer, introduction of weed, and quality. The millennials
are now inclining towards new flavors that would excite their palate, the order generation is
known for having a very exquisite taste in terms of food and gastronomy aspect. The
millennials are experimenting with new and new flavors and, this is leading for many upcoming
companies to bend away from the traditional orthodox production styles and try new things to
appease the newer clientele, while being able to retain their older loyal customers. The next
point that was put forward that the baby boomers would stick to only one or the only brand or
alcohol they know, whereas the millennials have shown to enjoy more varieties of alcohol. The
resurgence of the classic gin is a great example. Beer had been the go-to choose for many, now
its slowly opening up to the trial of other spirits. Gone are the days that wine would only be
consumed on special occasions, that is there of course, but the wine producers are producing
quality wines at a very affordable price point. This practically appeases all the client classes.
Sticking to one alcohol is also difficult now, with so many different producers releasing new
products of often that it would cause for a particular style to alcohol to take over the entire
market. The Indian alcohol market is ever changing and expanding with producers opening
new breweries every day, causing a sudden peak of interest in the curious minds of the
millennials. The next point that the article is leaning towards that gone are the days that the bar
would only serve beer, the rise of the other spirits is so much that, Whiskey/Whisky is shown
to be the most imported and exported spirit. Liqueurs are not far behind in the race for
consumption. Millennials will also show more affinity towards wines, and the other spirits.
Weed is a new introduction in the competition to alcohol. It is stated in the article, that more
than 50% of the sample size leaned towards weed rather than alcohol. One of the main reasons
being that weed provides a subdued hangover compared to the alcoholic hangover. It is also
mentioned that the millennials are becoming more and more health conscious, and will also try
to find benefits of the alcohol that they are consuming. One of the most important points that
is the millennials have the power of social media, and better command over the same than the
baby boomers. Social media is the main platform for the millennials to explore new trends and
update themselves with the happenings of the current scene.

2) Insights into the Gen Z Drinker: Alcohol Consumption, Drinking Habits & Trends

The gen Z drinkers are the new age of drinkers is what the article begins with, that are
also affecting the Alco Bev industry. The data was collected is a combination from Insights
and TruView, in the form of a survey. The article states that according to the data collected,
the gen Z is understanding their spending powers, that is only set to increase in the coming
future. The article was clear to point out the differentiation between the Millennial consumers
and Gen Z consumers. The article aimed to assist future market planning for brand to showcase
their products. Moderation stands like a sore thumb, with the Gen Z being conscious of what
they are buying and there being a significant difference of 6% between the consumers of Gen
Z and Millennials. Like shown in the previous article as well, Gen Z is inclined towards
inclusion of different spirts and alcohol. An interesting point that was mentioned is that the
Gen Z is now inclining towards sweeter spirits, making it safe for one to assume that Gen Z is
not cut out to drink the harsh, heavy olden spirits like a good peated, heavy whisky. The graph
in the article showed that the sample space was showed the inclusion of a back seat spirit,
Cognac. These new trends that are leading to companies to think on their feet and to a spirited
competition between the different breweries or producers. For Gen Z purchasers, drinking is
tied in with mingling, another remarkable variable isolating them from Millennials. In
opposition to Millennials, who to a great extent favor enjoying a mixed drink to unwind, 49%
of Gen Z consumers bust open a can or set out a glass basically to live it up. Likewise dissimilar
to Millennials, brew isn't the primary drink of decision for Gen Z social events. To rival hard
seltzers, seasoned beers, or blended mixed drinks, customary brew brands should think of new
and imaginative ways of engaging this more youthful age. Gen Z is the digitally forward
generation with the amount of activity and connectivity. Gen Z collaborating with important
powerhouses in music, excellence, and design is one more profoundly viable road to seek after
in carrying attention to your image on the web, especially on client created content stages like
YouTube, Snap Chat, and TikTok. Nonetheless, Gen Z purchasers are exceptionally aware of
a brand's qualities. They'll stay away from an item assuming they can't help contradicting a
brand's posts, so drink organizations need a message that reverberates, not estranges. For Gen
Z customers, their alcohol decisions are an impression of their way of life. They're more
intrigued by the experiential and social advantages of their refreshments, both drunkard and
non-alcoholic, than Millennials. Gen Z customers likewise incline in the direction of better
profiles and a more extensive assortment of refreshments and are bound to associate with
brands through virtual entertainment. Brands and retailers need to keep developing, enhancing,
and advancing to meet Gen Z's exceptional inclinations and win their shopping events, outings,
and steadfastness.

3) Digital Winescape and Online Wine Tourism: Comparative Insights from Crete and
Santorini

Digital aspects of the tourism experience are becoming increasingly important in the pursuit of
sustainability and competitiveness, and wine tourism is no exception. However, studies that
build on established ideas and sustainable corporate practices frequently place a strong
emphasis on physical characteristics. Wine scape frameworks are one such example; despite
the growing significance of the digital service scape, these frameworks have yet to explicitly
incorporate the digital experience. By commenting on available data on winery websites and
employing the wine scape concept to analyze social media activity during the COVID-19
pandemic's first year, this study contributes to this field.

The study's population includes 53 wineries in Crete and Santorini, two well-known Greek
wine tourism destinations. The results show the similarities and differences between the two
destinations as well as the most frequently emphasized wine scape elements.

Implications point to the aspects of the wine scape that ought to be given the most weight when
thinking about digital experiences. They also offer wine tourism researchers and businesses
insight into how to create a wine supply chain that is more environmentally friendly.

4) The rise of alcohol-free: how to reach millennials and gen Z changing the drinks industry

As per the statements in the article, the Millennial generation is significantly trying to
reduce their consumption of alcohol, by turning to Non-Alcoholic, RTD drinks. The author of
the article states that the millennials and Gen Z are turning to premium and RTD products. The
author also stated that due to the pandemic situation now the consumers are making and
consuming cocktails made by themselves with the help of YouTube. The author shared an
important point that, customers would prefer a company that shares their same ideals. The
companies trying to tap into the new clientele would have to work around initiatives of
Innovation, Diversity and Sustainability. The author also states about instant gratification.
About instant gratification being the ethos of the new branding. The author mentions of new
trend on the rise of the in-house consumption that is now growing on the consumers.

5) Alcoholic Beverage Category Trends 2021

As per Gallup, 65% of grown-ups age 18 and more established had "event to utilize cocktails
like alcohol, wine or brew" in 2019. Since information were first kept in 1939, this rate has run
somewhere in the range of 56 and 71%. The typical number of cocktails polished off during
seven days was 4.0, which is somewhat lower than the number Gallup recorded for the time of
2002 to 2010 (4.6 beverages each week), yet higher than the number for the time of 1996 to
2001 (3.4 beverages each week). Other 2018 information, as revealed by the National Center
for Health Statistics, demonstrates that, with 34% of purchasers announcing that they didn't
savor the previous year, others were ordered as:

• light week by week consumers (three or less beverages each week), 46%

• moderate week by week consumers (four to seven beverages each week for ladies and four to
14 beverages each week for men), 16%, and

• weighty week by week consumers (more than seven and 14 beverages each week for ladies
and men, individually), 5%.

Information distributed by the Wine Market Council, gathered in June 2019, for grown-ups age
21 and more established uncovered that:

• 75% of members drank liquor, regardless of whether utilization was "rare" and "not exactly
every 2-3 months."

• Eighteen percent of iGen (a.k.a. Age Z, brought into the world somewhere in the range of
1997 and 2012) didn't polish off liquor, which is a lower rate than Baby Boomer members
(31%, brought into the world somewhere in the range of 1946 and 1964) and those in the Silent
Generation (37%, brought into the world somewhere in the range of 1928 and 1945).
Because of the COVID-19, 28% of grown-ups who drink liquor demonstrated that their
utilization expanded. Truth be told, between 2019 to August 2020, utilization recurrence for all
ages:

• Gen Z, an increment of 25%

• Recent college grads (brought into the world somewhere in the range of 1981 and 1996), 28%

• Gen X (brought into the world somewhere in the range of 1965 and 1980), 29%

• Children of post war America and more established purchasers, 4%

6) The Impact of Wine Tourism Involvement on Winery Owners' Identity Processes

Since the beginning of the 1980s, both social and environmental psychologists (such as
Bonaiuto et al.,) have paid more attention to the role that place plays in the formation,
maintenance, and development of identity.2002; Proshansky and others,1983; Uzzell and
Twigger-Ross, 1996). The term place character has been characterized as a "blend of
recollections, originations, translations, thoughts, and related sentiments about unambiguous
actual settings as well as kinds of settings" (Proshansky et al.,1983, p.60). Bonaiuto and others
Place identity is defined as "that part of people's personal identity which is based on or built
upon the physical and symbolic features of the places in which people live" (2002, p. 636),
according to the authors. What appears to be central in the conceptualization of spot character
is the way that it is an individual/individual development, a foundation of one's identity (Hauge,
2007), while simultaneously it is impacted by friendly qualities and convictions (Devine
Wright and Lyons, 1997).As a result, a place becomes a part of a person's sense of self and is
an essential component to the construction of self-identity as individuals begin to develop an
emotional attachment and become socially and psychologically invested in it (Anton and
Lawrence, 2014).Indeed, the inquiry into one's identity.is inextricably linked to inquiries like
"where am I? “as well as "where do I belong?"1993, Cuba and Hummon; 2000 (Dixon and
Durrheim). Therefore, it is evident that location has a significant impact on self-identity
formation (Proshansky et al.,1983).

We use Breakwell's identity process theory (IPT) to examine how winery owners' participation
in wine tourism affects their identity processes. The research demonstrates that the identities
of winery owners are inextricably linked to their particular location or area, and that their
involvement in wine tourism in recent years has influenced their identity processes while also
creating divergent views and perceptions regarding their support for and future involvement in
tourism.

7) The Wine Business Sees a Problem: Millennials Aren’t Drinking Enough

The American wine industry believes millennials are the problem, because baby
boomers are nearing retirement age and millennials have not shown any signs of becoming
regular wine consumers. Rob McMillan, an executive vice president of Silicon Valley Bank in
Santa Clara, Calif., said that millennials are a primary threat to the American wine industry and
that sales could plummet by 20 percent in the next decade. In this discussion, Generation X is
overlooked because it is smaller than the baby boomers and the millennials. Generation Z has
too few years of legal drinking to figure into the data. A Harris Poll of nearly 2,000 adults in
November showed that wine was the overwhelming choice among those 65 and older, with
beer and spirits following in the distance. But people ages 21 to 34 preferred five options, with
cider trailing. The increase in competition in the alcoholic beverage industry is a real thing.
Gen Xers and millennials have grown up in an entirely different world, where beer comes from
hundreds of small breweries in dozens of historic and newly created styles, and spirits are
everywhere. Millennials are a more discerning generation than baby boomers, but they have
less disposable income and more economic fears, which is why they gravitate towards beer and
spirits rather than wine. Good wine is more expensive than beer or spirits of comparable
quality, and benchmark wines are often shockingly expensive. The wine industry has failed to
recognize the changing demographics of millennials, who represent 45 percent of the
population. The wine industry has been slow to adapt, but after the murder of George Floyd,
some producers began to make some effort to diversify their appeal and work force. They
should also be clear about their social values and efforts to address environmental concerns.
The report suggests that a marketing campaign might be the answer to attracting younger
consumers to the wine industry. However, if the wine industry is truly concerned with social
justice and environmental issues, a marketing campaign will not achieve much. Younger
people are drawn to natural wines and traditional styles. The winemakers demonstrate their
concern with the environment by farming conscientiously and sticking with traditional
ingredients and processes.
8) 13 Millennial Drinking Trends Changing the World of Booze

The article as written by Matthew H for the Tipsy Bartender states points that are changing the
way the Millennials are consuming their booze. Those points are:

i. Recent college grads save on liquor than gen X-ers, however are more able to attempt
intriguing liquor items.

ii. Millennials try find new alcohol brands they can impart to their companions.

iii. Recent college grads are additionally moving famous drinking patterns toward alcohol
and wine over brew.

iv. In any case, when recent college grads in all actuality do drink lager, they truly like
specialty craft brews. And furthermore "ice" brew, which is lager that has a higher-than-typical
ABV.

v. Regarding alcohol, Millennials are loving on vodka.

vi. In spite of the fact that Millennials additionally appreciate bourbon, and are assisting
with making it more famous.

vii. All things considered, about $11-15 on a jug.

viii. Millennials, particularly male recent college grads, additionally truly like rosé

ix. Millennial "fine wine" authorities spend not as much as gen X-ers on wine.

x. In any case, "fine wine" Millennials are braver with regards to wine types they'll
attempt.

xi. Gently the greater part of Millennials pick weed over liquor.

9) This article contents the shift in drinking habits from each generation. Drinking habits not
only has an effect on physical and mental health but it also takes a toll on the future generation
to come. This article states that there are unique trends which are to be considered in Gen z,
millennials and baby boomers and the Gen X and eldest consumers. Each generation talks about
the issues and the consumption patterns. To begin with, the age groups of each of the
generations have been mentioned.
The youngest generation i.e., the social media nerds which consists of both the Millennials and
Gen Z, have both influence from social sites, media, influences, peers. They have a major
division of alcoholic and non-alcoholic drinkers: beer and cocktails which are alcohol free
which is on the rise according to the research cited in this article. It has also been cited that
‘non- alcoholic brews are the fastest- growing segment in the beer industry’.

The drinking less patterns begin with certain limitations or liking one has towards the alcohol
that they consume. They tend to reduce the alcohol intake with age as that puts them in a
position which makes them juggle with their health condition. Since this age group have an
influence from their peers, they also have a fear of being judged in terms of alcohol intake and
retention capacity.

According to the article research was done and the report found that ‘members of Gen Z, prefer
alcohol such as vodka, gin over wine or beer’, ‘the gen z favor more quality and the name of
the brand’

The baby boomer generation trend seems to have lived and relished the choice of alcohol they
prefer right now in their age; baby boomer age groom consist of individuals born in the year
1946- 1964. In the research conducted by a group of researchers it was found that the alcohol
use and binge drinking and have accepted that moderately drinking is good enough for them.
There has also been noted to have alcohol abuse which has been seen in this age group. Binge
drinking has been noted to be a contributing factor in the excessive overdose of drinking.

Covid has an onset effect on individuals across age groups, it affects consumers as well as
retailers. Some have seen it to have a negative implication as that affects one’s mental urge to
drink and be intoxicated, also signs of mental illness were noted. Positive that the individual
will be able to live an alcohol-free life as the lockdown marked the establishments to be shut
down. There are also gender specific programs that have been started on the road to recovery.

In conclusion the road to recovery seems difficult but it has no boundaries across age, gender
and the pandemic. Help made available by the PACE recovery center has made it easier for
access and letting help reach the remotest place.

10) The purpose of this article is to discuss drinking patterns and perceptions. It is important to
the major trends and the levels of alcohol consumption as these shapes the role of millennials.
Alcohol consumption depends on the occasions, brand, peer influences are important too. The
alcohol choice changes with age and as the intake begins due peer pressure or influence which
lets them experience all the spirit tastes and then later on in the article it has been seen that
millennials show greater interest in wine and try a variety of subtypes of alcohol. As the legal
age of drinking has been set and followed it is important to maintain the law and not to savor
your taste buds and go against the law. The millennials are noted to have craft beers than
consumers of their age and other types of consumers. The choice drivers are associated with
choice of alcohol consumption according to the occasion. There are a number of factors that
have been noted to contribute to the choice drivers like the venue, company, time and peer
drinking or not, the wine category or the visual drive as noted in the article. It is important to
know the choice one makes and what kind of category one falls into.

11) Do Millennials Drink More Than Their Parents and Grandparents?

As this article states that the Center for Disease Control (CDC), alcohol is seen to be the leading
killing weapon across America. The age groups of baby boomers, generation X, and millennials
have noted to have a rise in their alcohol intake every year. A study which was conducted on
college students showed that millennials drink more than their parents and they have no
preference of alcohol at young age but later on they prefer wine and beer over other alcohols.
The article also cites evidence, stating 2 major reasons for why millennials drink, 1 drinking
can get them in a relaxation state which is seen among the Gen-X age group when compared.
Other reason is drinking makes them comfortable around new people which is seen least in the
age group of Baby Boomers and other have a stronger hand to be part of the group. The article
has also made a list of signs of alcoholism seen over all the age groups.

My viewpoint of this article would be that it is important to know the intake of alcohol in an
individual, it can be harmful after a certain point. To take care of your loved ones is a priority.

12) A Deep Dive into Buying Trends for Millennials

With the online turn in life, millennials who have figured their way around their phones and
have helped make the most for the ecommerce sector. They have also shown that their choices
are not just sticking to basic beer and wine but to choices across categories, Gillian Sciaretta a
buyer. As the age group of 26-41, turns out to be consuming the most amount of online alcohol
purchasing, it is important that the brands and retailers should know about the millennials
preferences and purchasing behavior. They have noted the categories that the brand needs to
think about to prepare the alcohol branding. The categories are millennials’ go-to BevAlc
categories, what’s trending: no/low, Cans and shared values, shopping experience and service
are also key.

In the millennials the preference is noted to be given more to beer, wine and vodka, as stated
by Marina Fletcher. It has been made clear that millennials try to have their options but choose
their spirits by quality and price. They have options like wine, champagne for parties or
celebrations at home, while it is compared to GenZ they prefer any drink and depending on the
situation they prefer their spirits. Both the age groups prefer alcohol economically, i.e.,
spending between 50$ to 20$.

Millennials have a choice of choosing spirits that are non-alcoholic as well as low alcohol
beverages. This gives them a wide range of options to choose from as they come from an
influential era, ‘star power’ ‘celebrities’ and ‘influencers’ have a strong power in the choice of
beverages that they choose. Examples like roses Hampton Water and Miraval have been the
choices noted by the millennials.

Drizly have noted to have good traffic on their website, and the most seen age group is the
millennials and they prefer pre and post service which includes the choices being made
available to the fast delivery that is made. The order status and the regulation of that process
which is made online is seen to be smooth on the Drizly website.

Their line, the largest adult generation drinks across categories and favors e-commerce. It has
been seen that from the above information, the quality work on their website and the article
which states great numbers that have reached the millennial age group with a wide range option
to have access to beverages.

13) The Effects of Price on Alcohol Consumption and Alcohol-Related Problems

The economic research that looked at how the full price of alcoholic beverages affected teens'
and young adults' drinking and heavy drinking has been summarized in this article. It has also
looked at similar studies that look at how prices affect the outcomes of alcohol abuse by adults
and teens, such as drinking and driving and car accidents, the health effects of drinking alcohol,
and violence and other crimes. The majority of this research clearly backs up the idea that
raising the monetary price of alcoholic beverages, which can be done by raising alcohol taxes
at the federal, state, and local levels, significantly reduces alcohol consumption.
Naturally, the previous caution regarding the need to interpret cause-and-effect relationships
from the types of analyses discussed in this article with caution must be kept in mind. The
weight of the evidence, on the other hand, is impressive. In addition, a number of studies have
come to the conclusion that these consumption reductions are applicable not only to frequent
drinkers but also to heavy drinkers, as well. Additionally, price increases reduce many of the
negative effects of excessive drinking. However, Manning et al. found that a subset of heavy
drinkers—the upper 5%—may not respond to price in two studies. 1995; 1996 (Kenkel)
However, the findings of both of these studies, which examined the drinking habits of people
of all ages, are consistent with the idea that adolescents and young adults—the age groups with
a disproportionately high rate of problems related to alcohol—are generally more responsive
to price increases than adults.

Increases in the price of alcoholic beverages appear to be an effective strategy for reducing
alcohol consumption and its negative effects in light of this evidence. However, prices of
alcoholic beverages have actually decreased over the majority of the past fifty years in
comparison to other goods and services. The relatively infrequent and minor adjustments to
federal and state taxes are largely to blame for this decline in prices. According to the evidence
presented here, it appears likely that the decline in real prices has maintained a higher level of
alcohol consumption and many of the issues associated with alcohol use and abuse than they
would have been otherwise.

Information on the differential price responsiveness of the outcomes taken into consideration
here based on gender, race, and ethnicity would be helpful when developing the appropriate
alcohol tax policies. For instance, evidence suggests that female college students' drinking
habits are more price-sensitive than male college students. Even though that conclusion is
based on data that is quite old, it also appears that child abuse committed by women is more
responsive to price than child abuse committed by men. Gender differences in price effects for
a variety of outcomes have not, however, been the subject of systematic consideration in any
large-scale studies to this point. Similarly, little is known about the effects of race or ethnicity
on prices. As a result, researchers are unable to determine whether or not policies other than
tax increases are required to curb alcohol abuse in certain groups or whether the beneficial
effects of tax increases on alcohol abuse will be equally distributed among all population
subgroups.

Another area where knowledge is lacking is the impact that tax increases would have on the
beneficial effects of moderate alcohol consumption. Would coronary heart disease, for
instance, rise, and if so, by how much? Additionally, what is the trade-off between a reduction
in alcohol abuse and a worsening of coronary health as a result of tax increases? The
identification of population subgroups that are most or least sensitive to alcohol prices and
taxes and the answers to these questions should be high on the agenda of future research.

14) Alcohol Consumption

Alcohol consumption is linked to a number of negative outcomes, including diseases, health

impacts, crime, road incidents, and for some, alcohol dependence.

Alcohol consumption across the world today

This interactive map shows the annual average alcohol consumption of people aged 15 years
or older, expressed in litres of pure alcohol per year.

To make this average more understandable, we can express it in bottles of wine. The global
average is 6.2 litres of pure alcohol per person per year.

The average per capita alcohol consumption varies widely across the world. In Czechia, the
consumption is around 15 litres per person per year, equal to two bottles of wine per week.

This interactive map shows the share of adults who drink alcohol across Europe. In North
Africa and the Middle East, the prevalence of drinking is notably lower than elsewhere.

Alcohol consumption by sex

In all countries men are more likely to drink than women, but in countries where the overall
prevalence of drinking is high, the prevalence of drinking in women is significantly lower.

Heavy drinking sessions

Alcohol consumption is a risk factor for a number of health outcomes, but heavy drinking has
the greatest negative impacts when consumed within heavy sessions. Heavy drinking is not
necessarily most common in the same countries where alcohol consumption is most common.
Global trends on alcohol abstinence show a mirror image of drinking prevalence data, with
particularly high levels of alcohol abstinence across North Africa and the Middle East.

Total alcohol consumption over the long-run

In the 1920s, France had an average alcohol consumption of 22.1 litres per person per year,
which is equal to 184 one later wine bottles per person per year.

Alcohol consumption by type of alcoholic beverage

This chart shows the change in consumption of alcoholic beverages over time. The share of
beer increased and the share of wine decreased.

Alcohol consumption in the United States since 1850

The long-run data on alcohol consumption from the United States shows that per capita
drinking quantities have been relatively constant since 1850. The period 1920-1933 was
marked by a ban on the production, importation, transportation, and sale of alcoholic beverages,
but evidence suggests that consumption continued through black market and illegal sales.

Global beer consumption

The charts show global consumption of beer, first as a share of total alcohol consumption, and
then as an estimated average consumption per person.

Global wine consumption

The charts show global consumption of wine, first as a share of total alcohol consumption, and
then as an estimated average consumption per person.

Global consumption of spirits

The first map shows global consumption of spirits, which account for most of total alcohol
consumption in many Asian countries.

Alcohol consumption vs. income

When looking at national averages, there is not a distinct relationship between income and
alcohol consumption. Instead, we tend to see strong cultural patterns which alter the standard
income-consumption relationship.
When looking at consumption data within given countries, we see that people with higher
incomes tend to drink more frequently, but we also see that those with higher education status
tend to drink more in total and more frequently than those in lower education status.

Alcohol is responsible for 2.8 million premature deaths each year

Alcohol is one of the world's largest risk factors for premature death. The visualization shows
the number of deaths per year attributed to each risk factor.

Alcohol as a risk factor for mortality

Alcohol consumption is a known risk factor for a number of health conditions and potential
mortality cases. In some countries, nearly one-quarter of deaths are attributed to alcohol
consumption.

Alcoholism and alcohol use disorders

A person who is addicted to a substance has a strong desire to take the substance, difficulties
in controlling substance-taking behaviour, a physiological withdrawal state, evidence of
tolerance, a progressive neglect of alternative pleasures or interests, and persists with substance
use despite clear evidence of overtly harmful consequences.

Prevalence of alcohol use disorders

Globally, 1.4 percent of the population have an alcohol use disorder, with the prevalence being
highest in those aged between 25 and 34 years old. In Russia, almost 1-in-20 people have an
alcohol dependence at any given time.

Globally, 107 million people are estimated to have an alcohol use disorder, with 70 percent of
those being male.

Deaths from alcohol use disorders

Alcohol use disorders can cause death both directly and indirectly. The relative risk of suicide
in an individual with alcohol use disorders is around 10 times higher than an individual without.

In 2019, around 168,000 people died from alcohol use disorders globally. Belarus had the
highest death rate with around 21 people per 100,000 individuals dying from alcoholism.

Alcohol use disorder treatment

The World Health Organization publishes estimates of prevalence and treatment for alcohol
use disorder.

Alcohol use disorder vs. average alcohol intake

There is no clear relationship between average per capita alcohol consumption and prevalence
of alcohol use disorders, although there may be a slight positive correlation.

The disease burden from alcohol use disorders

Measuring the health impact of alcohol use disorders by mortality alone fails to capture the
impact that alcohol use disorders have on an individual's wellbeing.

Mental health disorders as a risk factor for alcohol dependency

The risk of developing alcohol dependency is highest in individuals with intermittent explosive
disorder, dysthymia, ODD, bipolar disorder and social phobia.

Alcohol-related road traffic deaths

In South Africa, Papua New Guinea, Australia, Canada, New Zealand, Argentina, and many
European countries, alcohol is responsible for around a third of all road traffic deaths.

Alcohol-related crime

Alcohol consumption is thought to have played a role in several crimes, including assault,
criminal damage, and other public order offenses.

What is a standard drink measure?

The World Health Organization (WHO) and most national guidelines typically quantify one
unit of alcohol as equal to 10 grams of pure alcohol, however, this can vary across countries.

15)

This paper examines how involvement in wine tourism has affected winery owners' identities.

Breakwell's Identity Process Theory. A study of 28 winery owners in Langhe, Italy, found that
place is an integral part of their self-identities, and that personal involvement in tourism can
strengthen or threaten their identities.

Place identity is a potpourri of memories, conceptions, interpretations, ideas, and related

feelings about specific physical settings as well as types of settings. It is an individual/personal
construction, a substructure of one's sense of self, while at the same time it is influenced by
social values and beliefs. We apply Breakwell's identity process theory to winery owners'
identity processes and find that their involvement in wine tourism impacts on their identity
processes.

Our research question is: How are Langhe winery owners' identities affected by their
involvement and participation in wine tourism? We use the case study of Langhe to show how
their self-identities are affected by the principles of distinctiveness, continuity, self-esteem and
self-efficacy.

Wine tourism allows tourists to experience a distinctive product, promotes economic and social
development at the regional level, and provides local wineries with the opportunity to increase
their sales and develop tourism-related businesses.

Italy's wine tourism started to develop during the 1990s, when national and regional
associations were formed to promote wine tourism and attract international tourists. These
associations coordinate various tourism-related activities, such as wine festivals, magazines
and research activities. While most research on wine tourism focuses on the motivation and
characteristics of winery visitors and/or wine tourists, notions of terroir, place and winescape
have not been a significant focus of wine tourism research.

A number of studies have drawn on three identity theories to explain the impact of place on
identity, namely place-identity theory, social identity theory, and identity process theory. In
this particular study, we draw on identity process theory to explain how winery owners'
identities are affected by wine tourism. Self-esteem arises from a positive evaluation of oneself,
and efficacy refers to the motivation to maintain feelings of competence and control. Twigger-
Ross and Uzzell (1996) found that participants with a high level of attachment to the London
Docklands area achieved feelings of distinctiveness, self-esteem, continuity and efficacy.

In a tourism context, place attachment is positively related to self-efficacy, and place-based

self-esteem and self-efficacy affect urban residents' perceptions of and support for tourism.
Winery owners' self-identities are therefore influenced by place.

Langhe, a region in the southern part of the Piedmont province, secured its reputation as an
internationally renowned tourism destination in 2014, attracting enogastronomic tourists from
around the world.
The Langhe region has seen a significant increase in tourist numbers, but initially the region,
as well as its residents and winery owners, were not prepared to accommodate tourists.
However, over the years the region witnessed a steady rise in agritourism facilities and wine
tourism development.

A qualitative approach was used to interview 28 wine producers in Langhe to understand their
attitudes towards wine tourism development. The interviews lasted for an average of 40
minutes, and the main research themes addressed during the interviews were wine tourism
development, involvement in tourism, and motivations for tourism involvement.

The winemaking system in Langhe is largely based on small-sized, family-owned wineries,

with an estimated total number of 1000 wine businesses.

We adopted a snowballing approach to reach a large number of winery owners, which allowed
us to build empirical knowledge as each winery was experienced first-hand and the owners
interviewed in situ.

Interviews were conducted in Italian and then transcribed and translated into English. Thematic
and discourse analysis were used to analyse the data, with a particular focus on how and why
respondents were producing what they said in their particular contexts.

Researchers can interpret wine producers' discourses differently by considering the socio-
cultural, historical and geographical context of wine producers, and by analysing why certain
things have been said.

Similar to previous research, this study reveals that winery owners' self-identities are intimately
related to their specific area/place. Children help their parents in the vineyards and wine cellars
and listen to stories about family traditions and histories. Wine tourism provides a new
dimension to these on-going (hi)stories and has led to conflicting views and perceptions
amongst business owners regarding their support for and future involvement in tourism.

Marco's family opened an agritourism business in 1993, when tourism was in its initial stages
of development, and was generally criticised by the local wine-producing community as a
second-rate activity. However, Marco's involvement in tourism increased his profits and helped
him develop strong feelings of distinctiveness. We were pioneers in relation to wine tourism,
because other wineries thought we had a lower position because we received tourists.
Bruno depicts the wine-producing community as traditional and narrow-minded, and not
recognising the benefits of wine tourism development. Moreover, winery owners who were
involved in tourism were able to develop and/or maintain feelings of distinctiveness.

Italians are open to tourists and allow them to visit their wineries during the harvest.

A sense of self built on provenance, and a special national character inherited, is bolstered by
the winery owner's involvement in tourism.

Individuals' desire for continuity of the self-concept is facilitated by developing a connection

between past, present and future. Furthermore, places provide a reference by which a sense of
temporal endurance is anchored.

A family that is born here, that started here, and will continue to manage it, will push the next
generation to grow amongst the vines.

Personal and professional lives of winery owners are topicalized by words associated with their
strong 'my roots' and 'these surroundings'. This continuous interaction shapes their passionate
feelings of connectedness, which in turn continuously and intrinsically influences their
behaviour and business decisions.

A small winery like ours has to make choices about what to do with its resources. Wine tourism
would change that.

These winery owners are reluctant to pursue additional tourist activities because they fear that
it will threaten their place-based continuity. They also display a stronger occupational identity
linked to place attachment and place identity in these conservative ways compared to younger
generation owners.

My parent's generation didn't like tourists going to wineries, but now they think it works best.

For some younger winemakers, who have lived outside the area for a certain amount of time,
wine tourism provides entrepreneurial opportunities that benefit the region.

Winery owners are only favourable towards tourism if they perceive it to be consistent with
and not pose a threat to their identity. Otherwise, the authenticity of Langhe as a winemaking
region would be compromised.

The more people that come to this territory and try our wines, the more they will appreciate our
culture.
Cristina's response above reveals how her feelings of self-esteem are underpinned by a strong
attachment to her place of production, and how tourists appreciate her place, its history and
ultimately the wine produced from it.

People travel great distances to the region to learn about local wines, which affirms this
winemaker's identity and stimulates feelings of self-worth.

Gabriele and Pietro's positive approach towards wine tourism is reflected in their openness to
share their passion with visitors and in their enhanced sense of worth and pride through being
able to communicate and explain their profession to tourists.

I'm always trying to attract people to the winery. If someone comes to have a tour and try the
wines, it is more satisfying and also better for the self-esteem.

Efficacy IPT suggests that individuals feel self-efficacious when they are able to manage and
function effectively and efficiently in their environment.

Marco experiences feelings of self-efficacy with respect to his daily functioning in his
environment because he is able to integrate tourism successfully with his daily activities of his
winery business.

Winery owners may attempt to minimise the damage to their self-identities by being
uncompromisingly hostile to tourism.

Three winemakers are negatively disposed towards tourism, but have developed tourism-
related activities at their wineries over the past couple of years. They are now refusing to pursue
further tourism-related opportunities.

This research has sought to answer how wine tourism involvement affects Langhe winery
owners' identities. It has drawn on Breakwell's (2015) Identity Process Theory to do so.

We argue that place identity principles influence residents' behaviour and support for tourism,
and that this can either strengthen or threaten winery owners' identities. Winery owners in
Langhe who consistently displayed a strong place attachment and identification developed
feelings of distinctiveness, continuity, self-esteem and efficacy, which in turn influenced their
particular involvement, or otherwise, in wine tourism. The findings revealed that self-efficacy
in relation to wine tourism could either strengthen or threaten winery owners' identities.
The more conservative winery owners refused to pursue additional tourism activities in their
wineries and opposed future tourism development generally in the region. They also saw well-
managed wine tourism as bringing in new income and enhancing their businesses. This study
shows how place-based identity principles of self-esteem, efficacy and distinctiveness
influence host communities' attitudes towards, adoption of, and support for tourism, and how
a sense of historical continuity can be a major dividing principle between those who participate
in tourism and those who do not.

We posit that this study has implications for regional governments and destination management
organisations (DMOs) when promoting and presenting tourism development initiatives for
rural regeneration. Such initiatives should take into account host communities' attachment to
their socio-physical environment as well as the complexity of their perceptions and attitudes
towards tourism. In order to achieve the right balance between tourism prosperity and
community wellbeing, local authorities and DMOs should offer continuous support and
guidance in terms of training and education programs, and make sure to communicate the
positive impacts and gains that wine tourism development can have for the community.

This study has significantly contributed to a deeper understanding of how place is an integral
part of winery owners' identities and how they see tourism involvement in relation to their
identities and self-concepts. The study of place attachment examines the relationship between
residents' attitude and level of destination development, as well as their perceptions of tourism
development in Cape Verde, Africa.
Paper Author Year
Millennial Drinking Trends Moulshree Srivastav Feb 25, 2021
That Are Changing the
World of Alcohol Who Are
More Experimentative Than
Other Gens
Insights into the Gen Z Will Carswell, Alison Sep 16, 2021
Drinker: Alcohol Henley, Julie Churi
Consumption, Drinking
Habits & Trends
The rise of alcohol-free: how Amber van de Sande Jan 14, 2022
to reach millennials and gen
Z changing the drinks
industry
The rise of alcohol-free: how Jin Kim Mar 15, 2021
to reach millennials and gen
Z changing the drinks
industry
Alcoholic Beverage Kathy Kelley Mar 18, 2021
Category Trends 2021
The Truth About How Much May 08, 2020
Millennials Are Drinking
Now
The Wine Business Sees a Feb 07, 2020
Problem: Millennials Aren’t
Drinking Enough
13 Millennial Drinking Matthew H. April 12, 2018
Trends Changing the World
of Booze
Alcohol Consumption by January 22, 2021
Generation
Millennials and Alcohol Jan 08, 2018
Do Millennials Drink More Apr 17, 2018
Than Their Parents and
Grandparents?
A Deep Dive Into Buying
Trends for Millennials
The Effects of Price on Frank J. Chaloupka, Ph.D., 2002
Alcohol Consumption and Michael Grossman, Ph.D.,
Alcohol-Related Problems and Henry Saffer, Ph.D.
Alcohol Consumption Hannah Ritchie and Max Jan 2022
Roser
 Research Methodology

Significance of the Study:

In the past three years, alcohol sales have increased by 8%. Officially, only 2 percent of women
and 21 percent of adult men in India consume alcohol, making them one of the world’s lowest
alcohol consumers. However, up to 14 million people, or about a fifth of this group, the middle
brings up that a “strong global and homegrown liquor hall” is deliberately focusing on youthful
Indians. The neighborhood business has acquainted enhanced liquor drinks with draw in
beforehand non-drinking ladies and young fellows. With its vast untapped markets,
multinational corporations have identified India as one of the most sought-after investment
destinations worldwide. This paper aims to understand the consumers consumption factors and
the results can be used for improving brand promotion, interaction, marketing and planning by
beverage conglomerates.

Sample of the Study:

The study has respondents of all age groups participate from the metropolitan cities of Mumbai

and Delhi. The data of respondents was collected by online means, using Google Forms.

Hypothesis:

Based on the literature review,

Alternative Hypothesis (H1): There is a significant impact of the consumers consumption

behavior on the production of various alcoholic beverages.

Null Hypothesis (H0): There is no significant impact of consumers consumption behavior on

the production of various alcoholic beverages.

Data Collection:

A quantitative (questionnaire) and qualitative (review of literature, articles, newspapers, and

books) approach will be used to collect the data. I am able to structure and formulate the various
questions that will be collected from customers who consume alcohol with the assistance of a
questionnaire. Closed-ended questionnaires will be used. The information is gathered over
three weeks during the month of December. Ten years of research are taken into account in the
literature review to examine and resolve research issues.

Type of Questionnaire:

1. How old are you?

2. Could you please specify your
Demographic: gender?
3. What would your occupation be?
4. What would your salary range be?

1. Do you think brand promotions

play a vital role?
(Yes/No/Maybe)
2. Does the brand ambassador of a
brand play a vital role in brand
promotion? (Yes/No/Maybe)
3. Would you prefer to try out some
drinks which are trending on
Quality: social media, to entice your
peers? (Yes/No/ Maybe)
4. What alcohol do you prefer?
5. Is your first preference towards
Indian wines or towards the
imported wines?
6. How likely are you to prefer wine
over any other alcohol when
given the choice?

1. How educated would you call

Social Effects
yourself when it comes to wines?
2. At what age did you consume
alcohol?
3. Are you aware of non-alcoholic
drinks? (Yes/No/Maybe)
4. Do you collect your own liquor?
(Yes/No/Maybe)
5. How often would you say you
consume alcohol?
6. While planning a party do you prefer
good quality alcohol?
(Yes/No/Maybe)
7. Do you purchase all your alcohol at
one time? (Yes/No/Maybe)
8. Do you pair all your food orders
with a drink? (Yes/No/Maybe)
9. Are you aware of the term pairing?
(Yes/No/Maybe)
10. Is your alcohol choice due to your
peers? (Yes/No/Maybe)
11. Does being financially stable and
alcohol correlate? (Yes/No/Maybe)
12. How much would you say is spent
on an average by you while
purchasing alcohol?
13. How often do you consume alcohol
if you are outside?
14. Have you been guided by an adult
about alcohol?
15. Would you prefer to consume
alcohol in your home or outside?
16. Do you think company matters while
you have/ have been consuming
alcohol?
17. If in a casual setting, would you
order wine by the glass or by the
bottle?
18. Looking at the increase in the
consumption of wine in all markets,
would you say that wine is still a
women’s drink?
 Data Analysis

Demographic:

From the data collected, it can be observed that the respondents majored to be in their 21-
30’s, this is where the consumption seems to be the most. But as we can see, there is a 22%
composition in the chart of respondents being over the age of 50.

From the chart it can be seen that still, the consumption trend is still dominated by the males,
comprising of 62.7% of the pie chart, and the remaining being females. The form was
released to a very open crowd, yet there were fewer responses.
It can be seen that the majority of respondents are private sector employees, followed by
students, then government and retired respondents.

As you can see, majority of the respondents didn’t want to disclose their earnings, could be
due to various factors. But there is a considerable number of respondents earning from 10k-
40k, this trend could also be used to analyze the spending power of the respondents when it
comes to the spending power in terms of alcohol consumption.
Quality Standard:

As it can be seen, the majority of respondents feel that brand promotions play an important
role in influencing the consumer in terms of brand appeal and attraction to the brand.
Whereas a negligible number thinks that, promotions don’t play a role at all.

With the rise of many new spirits, the spirits try to rope in a figure either related to the
alcohol or any prominent figure to promote their beverage. Here it can be seen that 55.9% of
the respondents think that a brand ambassador plays a vital role in the beverage promotion.
As we can see above, social media and peers do have an effect on the consumption behavior
of a person. 54% of respondents would try new drinks just upon seeing then on social media
platforms and when enticed by peers.

As seen above, it’s a mixed graph, but vodka and whiskies stand prominent in the
consumption. Both of these beverages have been seeing a major change and increase in
competition. Newer brands are rising every day, changing the scene in the beverage industry.
As it can be seen, the respondents still favor imported wines over Indian wines. As we can
see, this landslide result could be due to personal preferences, not much knowledge, or
favoritism.

As we can see, the respondents would be neutral towards their choice of the drink and
consume the drink that they are most comfortable with. The scale measures the preference as
1-5, with 1 being the most likely and 5 being highly unlikely.
Social Effects:

As the graph shows, 30.5% of respondents have some knowledge on wines, that could be
absolute basic knowledge. This shows that there is still scope to make consumers aware of
different beverages.

As it can be seen 18.6% of the graph had begun consumption at the age of 20. The age of the
respondents is spread through the graph.
Quite surprisingly, 91.5% of the respondents were aware of Non-Alcoholic Beverages. It is
also a new trend that is taking over the beverage industry.

This chart shows that the respondents prefer to purchase their liquor in person from the stores
or their preferred means of purchasing.
As seen in the graph, the respondents exhibited normal drinking habits, with 1 leading as very
frequently and 5 showing rarely.

As expected, in a party atmosphere most of the respondent would have preferred to consume
good quality alcohol. Whereas a 7% showed tendency just to enjoy the atmosphere and didn’t
mind the alcohol.
Respondents exhibited normal purchasing patterns as well, with there being a considerable
number of respondents being willing to buy all their alcohol at the same time.

Majority of respondents would pair their food with a drink while consumption, while most
would just enjoy their meal.
Respondents are aware of the term pairing, a term reserved to the beverage industry. But still
there seems to be scope of beverage education to the lay crowd.

It is seen that the choice of beverage has nothing to do with the social company. With the
majority of respondents stating that the choice of alcohol is their personal preference.
As we can see, income or financial stability does play an important role in the consumption
trend. Like in the previously asked question, the salary range did give us a good idea of the
spending power of the respondents.

As we can see the majority of respondents are spending 2000rs on an average on alcohol,
which seems to be a sizeable amount of money to spend on alcohol purchase.
As we can see, the consumption of alcohol in outside setting is normal. With the scale being
1-5, 1 signifying very frequently and 5 being rarely.

The respondents have exhibited that they were educated about alcohol by an elder.
The respondents are more comfortable consuming beverages in the home setting rather than
being outside. This shows that there is a significant difference between consumption at home
and in an outdoor setting.

As it is seen, social company does affect the consumption of beverage. With the majority of
respondents stating that the company does matter in terms of consumption.
As seen not many are comfortable ordering wine by the bottle, it could be due to the price,
drinking capacity, fear of not finishing the bottle or just preference.

Looking at the landslide result, there is a change in mentality of consumption of wines,

earlier wine was considered to be a lady’s drink only and the other hard spirits would be
consumed by the men. Looking at this graph, wines are taking a liking towards everyone.
 Conclusions/Limitations/Suggestions

Conclusions :
It can be concluded, that after the data analysis, there is a change in the consumption trend
and the place and the company while consumption does play a vital role in the consumption
pattern. This also concludes that there could be a change in the preference of the beverage.
The outcomes of this paper can be used to improve on brand promotions and marketing
helping to understand what entices the modern consumer and at the place it is being sold at.
This paper also proves the alternate hypothesis.

Limitations:
Due to the limited time, the results would not be true to the fullest and as expected. The
questionnaire could be improved and made more specific to the topic. The limited knowledge
of the lay public also played as a variable in the results of the paper.

Suggestions:
There are a lot of suggestions for this paper. The questionnaire could be well structured
focusing on more detailed variables. If in the future this study would be continued, suggestion
is to make the questionnaire according to the cities in which it would be circulated. As
different cities have different demographics.
Questionnaire :

Demographic :

5. How old are you?

6. Could you please specify your gender?
7. What would your occupation be?
8. What would your salary range be?

(Less than 10k/ 10k-40k/ 40k-70k/ 70k-100k/ more than 100k)

Quality:

7. Do you think brand promotions play a vital role? (Yes/No/Maybe)

8. Does the brand ambassador of a brand play a vital role in brand promotion?
(Yes/No/Maybe)
9. Would you prefer to try out some drinks which are trending on social media, to
entice your peers? (Yes/No/ Maybe)
10. What alcohol do you prefer?
11. Is your first preference towards Indian wines or towards the imported wines?
12. How likely are you to prefer wine over any other alcohol when given the choice?

Social Effects:

19. How educated would you call yourself when it comes to wines?
20. At what age did you consume alcohol?
21. Are you aware of non-alcoholic drinks? (Yes/No/Maybe)
22. Do you collect your own liquor? (Yes/No/Maybe)
23. How often would you say you consume alcohol?
24. While planning a party do you prefer good quality alcohol? (Yes/No/Maybe)
25. Do you purchase all your alcohol at one time? (Yes/No/Maybe)
26. Do you pair all your food orders with a drink? (Yes/No/Maybe)
27. Are you aware of the term pairing? (Yes/No/Maybe)
28. Is your alcohol choice due to your peers? (Yes/No/Maybe)
29. Does being financially stable and alcohol correlate? (Yes/No/Maybe)
30. How much would you say is spent on an average by you while purchasing alcohol?
31. How often do you consume alcohol if you are outside?
32. Have you been guided by an adult about alcohol?
33. Would you prefer to consume alcohol in your home or outside?
34. Do you think company matters while you have/ have been consuming alcohol?
35. If in a casual setting, would you order wine by the glass or by the bottle?
36. Looking at the increase in the consumption of wine in all markets, would you say that
wine is still a women’s drink?
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