A new survey conducted in May of this year revealed major differences between how consumers in different countries approach buying wine. The study was a collaboration between researchers from the University of Adelaide, the University of Florence, Sonoma State University, and University of South Australia, with funding support from Ron Rubin Winery.
The survey included a total sample size of 2,014 wine consumers across each country, focusing on 12 typical wine purchasing decision factors. All three countries agreed that the most valuable factor in selecting a wine is having tried it before and liked it, showing that taste and familiarity are key in making a decision for all consumers. However, there were some glaring differences between the U.S. and Italy in some of the other categories. Here are six major differences between how Americans and Italians buy wine.
