Growth of California Wine Consumption During the COVID-19 Crisis Lockdown
The study, McGarry Wolf M., Wolf M., Lecat B., (2020), “Generation Z and Workers from Home Drove the Growth of California Wine Consumption During the COVID-19 Crisis Lockdown,” Wine Business Monthly, can be download at:
Context of Study
The lockdown was 13 weeks, from March 15 to May 29, 2020. As a result, on-premise wine sales came to a halt. Reports from Nielsen during the COVID-19 pandemic show that consumers spent 26.4% more on off-premise wine purchasing from March 7 to May 30, 2020. California Department of Alcoholic Beverage Control laws loosened to support on-premise businesses. The ABC laws changed to allow pick-up and delivery of alcoholic beverages from businesses that weren’t licensed to ship alcohol.
Purpose of the Research
- Identify the consumers that increased their consumption of wine during the lockdown.
- Understand how wine consumers purchased their wine during the lockdown.
- Examine consumer attitudes concerning expectations to continue the increased level of wine consumption after the COVID-19 crisis.
- Learn how wine consumers expect to purchase wine after the lockdown.
In our study, a sample of 944 wine consumers were interviewed from April 29 to May 7, 2020, using an online survey. Most respondents were from California. The respondents include wine consumers from four wine consuming generations: 26% Generation Z (born 1997 and later); 22% Millennials (born 1981-96); 32% Generation X (born 1965-80) and 19% Baby Boomers (born 1946-64).
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