Lifetime wine drinking, changing attitudes and associations with current wine consumption: A pilot study indicating how experience may drive current behaviour

The ability to measure past experience of alcoholic beverage consumption would be useful in order to understand current wine consumption. A pilot study, using a recently validated tool, measured the lifetime experiences of 51 wine consumers. Linear increases in wine consumption over the course of a wine consumer's life, contrasting with beer and spirits consumption, and patterns of changing attitudes were found. Correspondence analysis found associations between differing attitudes and consumption patterns. Results encourage application of the tool with representative samples of consumers. Results from the current and future studies will enable an understanding of the long-term development of preferences that may be useful for marketing strategies. (C) 2010 Elsevier Ltd. All rights reserved.