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Wine Consumption Trends Among Columbia Business School Students

Explore the wine consumption habits and perceptions of 181 Columbia Business School students through a survey, revealing key insights regarding motivations, buying habits, and desired knowledge. Gain valuable insights into the preferences and behaviors of this demographic.

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Wine Consumption Trends Among Columbia Business School Students

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  1. Key findingsIntroduction The survey group… • 181 Columbia Business School students were surveyed regarding their wine consumption, buying habits, and its perception. • As MBAs, the group may not be widely representative of their overall age category. • The average age of this group is 28-29 years. 67% of those surveyed were between the ages of 26 and 30 inclusive; this age group is what the Millennials grow into. • Gender breakdown: 57% male / 43% female • There were not significant differences in many responses between students who had take wine courses and those who had no wine education. Some perceptions… • Image: 86% of respondents felt wine had an image that was “Sophisticated” versus "Cool & trendy“ (5%) or "Snobbish/Elitist“ (5%). • Health: While the majority agreed that wine is a healthier choice, 65% of those surveyed agreed that health concerns do not impact their choice to drink wine.

  2. Key findingsMotivation to drink wine Social behavior is an important factor… • 65% of respondents drinking wine 2 – 4 times per week or more. • 39% of those surveyed rank restaurants as the their primary venue for drinking wine, followed by groups and social settings. • 59% of respondents' friends drink wine, and 60% of respondents’ colleagues drink wine.

  3. Key findingsBuying Habits • 67% of respondents buy wine once per week or more. Average spending has increased. • 61% believed they would drink more wine if they knew more about wine in general • Grape variety was first thing that 35% of respondents look for when buying wine, followed by Country of origin and Price. • Recommendations were another significant factor in the group’s wine purchases.

  4. Survey CommentaryRespondents wish they knew more about… • Specifics (regions, varietals, producers) • “The names of one or two producers in each varietal that i can trust” • “Knowing the key differences between the main kinds/categories of wine” • Food Pairing • “Which wine goes better with the particular meal I have” • “How to pick the right bottle at a restaurant” • Tasting • “How to describe what i am tasting (i.e., oaky, smooth, etc.)” • “How to differentiate grape varieties only by tasting and smelling” • Vintages • “The vintage of great wine for each grape variety. It is so complicated to memorize it, but I think it’s worth it”

  5. Survey CommentaryRespondents favorite thing about wine is… • Tasting/Experience • “The taste and smell” • “The taste for sure, as well as how well it works with food” • “The feeling it gives the drinker it is unmatched by any other type of alcohol” • “Such a sensual experience” • Social Aspect • “Wine is about people who make it and enjoy it” • “Its flexibility and adaptability to virtually any social situation” • “Best social drink ever...a group can enjoy it together and goes great with a meal” • “Finding a good wine to pair with a meal with friends, and then drinking a little too much of it :)” • Variety/Surprise • “Never know what I'm going to get... adds excitement!” • “The variety. I love experiencing new wines”

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