An important question now is how much will off-premise wine sales decrease (if at all) given that the country is opening back-up, with restaurants and winery tasting rooms slowly coming online?
Another equally important question is how did wine consumer purchase behavior and motivation change during the height of the COVID-19 lockdown compared to before the pandemic, and will it create lasting changes in how consumers think about and purchase wine?
With this in mind, a joint study was developed by researchers at Sonoma State University Wine Business Institute and the Texas Wine Marketing Research Institute at Texas Tech University to explore these issues. Read more.
The Grape Geeks 