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Did Wine Consumption Change During the COVID-19 Lockdown in France, Italy, Spain, and Portugal?

Published online by Cambridge University Press:  04 October 2021

Magalie Dubois Open the ORCID record for Magalie Dubois [Opens in a new window] ,
Lara Agnoli Open the ORCID record for Lara Agnoli [Opens in a new window] ,
Jean-Marie Cardebat ,
Raúl Compés ,
Benoit Faye ,
Bernd Frick Open the ORCID record for Bernd Frick [Opens in a new window] ,
Davide Gaeta ,
Eric Giraud-Héraud ,
Eric Le Fur Open the ORCID record for Eric Le Fur [Opens in a new window]  and
Florine Livat
...Show all authors
Magalie Dubois*
Affiliation:
Université de Bordeaux, Burgundy School of Business, CEREN, EA 7477, Université Bourgogne Franche Comté, 29 rue Sambin, BP 50608, 21006 Dijon Cedex, France
Lara Agnoli
Affiliation:
Burgundy School of Business, CEREN, EA 7477, Université Bourgogne Franche Comté, 29 rue Sambin, BP 50608, 21006 Dijon Cedex, France; e-mail: lara.agnoli@bsb-education.com.
Jean-Marie Cardebat
Affiliation:
Université de Bordeaux, INSEEC School of Business and Economics, H19, quai de Bacalan, 33000 Bordeaux, France; e-mail: jean-marie.cardebat@u-bordeaux.fr.
Raúl Compés
Affiliation:
CIHEAM Zaragoza Av.Montañana 1005, 50059, Zaragoza, Spain; e-mail: raul.compes@iamz.ciheam.org.
Benoit Faye
Affiliation:
Université de Bordeaux, INSEEC School of Business and Economics, H19, quai de Bacalan, 33000 Bordeaux, France; e-mail: bfaye@inseec.com.
Bernd Frick
Affiliation:
Universität Paderborn, Management Department, D-33098 Paderborn, Germany; e-mail: bernd.frick@uni-paderborn.de.
Davide Gaeta
Affiliation:
Università di Verona, Department of Business Administration, Via Cantarane, 24, Polo Santa Marta, 37129 Verona, Italy; e-mail: gaeta@univr.it.
Eric Giraud-Héraud
Affiliation:
INRAE-GREThA, ISVV, 210 Chemin de Leysotte, CS 50008, 33 882 Villenave d'Ornon Cedex, France; e-mail: eric.giraud-heraud@u-bordeaux.fr.
Eric Le Fur
Affiliation:
Université de Bordeaux, INSEEC School of Business and Economics, H19, quai de Bacalan, 33000 Bordeaux, France; e-mail: elefur@inseec.com.
Florine Livat
Affiliation:
KEDGE Business School, Campus Talence, 680 Cours de la Libération, 33405 Talence, France; e-mail: florine.livat@kedgebs.com.
Giulio Malorgio
Affiliation:
Università di Bologna, Department of Agricultural and Food Sciences, Via Fanin 50, 40127 Bologna, Italy; e-mail: giulio.malorgio@unibo.it.
Philippe Masset
Affiliation:
Ecole Hôtelière de Lausanne, HES-SO/University of Applied Sciences Western Switzerland, Route de Cojonnex 18, 1000 Lausanne 25, Switzerland; e-mail: philippe.masset@ehl.ch.
Giulia Meloni
Affiliation:
University of Leuven (KU Leuven), LICOS Center for Institutions and Economic Performance, Department of Economics, Waaistraat 6, Box 3511, B-3000 Leuven, Belgium; e-mail: giulia.meloni@kuleuven.be.
Vicente Pinilla
Affiliation:
Universidad Zaragoza, Faculty of Economics and Business Studies, and Instituto Agroalimentario de Aragón (IA2), Gran Via 4, 50005 Zaragoza, Spain; e-mail: vpinilla@unizar.es.
João Rebelo
Affiliation:
Universidade de Trás-os-Montes e Alto Douro, Quinta dos Prados, 5000, 801, Vila Real, Portugal; e-mail: jrebelo@utad.pt.
Luca Rossetto
Affiliation:
University of Padova, Department of Land and Agroforestry Systems (Tesaf), via Universita’ 16, Legnaro (Padova), 35030, Italy; e-mail: luca.rossetto@unipd.it.
Günter Schamel
Affiliation:
Free University of Bozen-Bolzano, Faculty of Economics and Management, Universitätsplatz 1, I-39100, Bozen-Bolzano, Italy; e-mail: guenter.schamel@unibz.it.
Katrin Simon-Elorz
Affiliation:
Universidad Pública de Navarra, INARBE Department of Business Administration, Campus Arrosadia, 31006 Pamplona, Spain; e-mail: katrin@unavarra.es.
*
e-mail: magalie.dubois@u-bordeaux.fr (corresponding author).
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Abstract

This article documents how the COVID-19 crisis has affected the drinking behavior of Latin European wine consumers. Using a large online survey conducted during the first lockdown in France, Italy, Portugal, and Spain (n = 7,324 individuals), we reconstruct the purchasing and consumption patterns of the respondents. The number of people who maintained their wine consumption frequency is significantly higher than those who increased or decreased their consumption. Wine consumption frequency held up better than other types of alcohol (beer and spirits). We analyze heterogeneities among countries and individuals by employing the Marascuilo procedure and an ordered logit model. The latter identifies the impact of demographic, commercial, and psychosocial factors on wine consumption frequency. The results shed light on changes in wine consumer behavior during the first lockdown and consider possible post-lockdown trends that could be useful to industry players. (JEL Classifications: D5, L66, Q1)

Keywords

winebeerspiritsCOVID-19lockdownconsumer behaviorconsumption of alcoholic beverages
Type
Articles
Information
Journal of Wine Economics , Volume 16 , Issue 2 , May 2021 , pp. 131 - 168
Copyright
Copyright © The Author(s), 2021. Published by Cambridge University Press on behalf of American Association of Wine Economists

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Footnotes

The authors acknowledge the comments and suggestions made by the editor (Karl Storchmann) and an anonymous referee.

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