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.
