Spanish wines in the US market: What attributes do US consumers look for in Spanish wines?

  • Álvaro Areta Coordinadora de Organizaciones de Agricultores y Ganaderos COAG, Servicios Técnicos, Dept. Economía Agraria. c/Agustín de Bethancourt 17, 28003 Madrid
  • Isabel Bardají Universidad Politécnica de Madrid, ETS Ingeniería Agronómica, Alimentaria y Biosistemas, CEIGRAM, Dept. Economía agraria, Estadística y Gestión de empresas. Ciudad Universitaria s/n, 28040 Madrid
  • Belén Iráizoz Universidad Pública de Navarra, INARBE y Dept. de Economía, Campus de Arrosadia. 31006 Pamplona, Navarra
Keywords: hedonic prices, quality wine, consumer preferences, wine attributes

Abstract

This paper analysed the impact of different attributes in Spanish quality wines on United States (US) demand behaviour. A hedonic price model was estimated in order to assess the values that US consumers give Spanish wines. The main results showed that the most influential factor on sale price was aging, which had a positive impact. US consumers valued the quality ratings provided by experts, especially in the upper price categories. The year of vintage and size of the winery were considered medium importance factors in decision-making, with the latest vintages and the smallest wineries receiving the highest ratings. Geographical origin (appellation) helped to explain consumer preferences. Although colour was the least important attribute in consumers’ purchase decisions, red wines were the most highly rated in this attribute.

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Published
2018-02-07
How to Cite
Areta, Álvaro, Bardají, I., & Iráizoz, B. (2018). Spanish wines in the US market: What attributes do US consumers look for in Spanish wines?. Spanish Journal of Agricultural Research, 15(4), e0120. https://doi.org/10.5424/sjar/2017154-10006
Section
Agricultural economics