Document Type
Dissertation
Rights
Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence
Disciplines
Social topics, Cultural and economic geography, 6.5 OTHER HUMANITIES
Abstract
The aim of this research is to evaluate the wine sector in Ireland and its impact on the wine consumption culture that is being promoted here as a result. With supermarkets leading in terms of sales, this study evaluates the product offering of the various types of retailers and the attainability of the same to different demographics of consumer. A high level of government intervention in the industry is highlighted throughout the study, the intention and subsequent successes and failures are examined. A comparison to the rest of Europe and the United Kingdom is carried out to understand Ireland’s position in the market. As a niche product in a country where no major wine production takes place, the study of push and pull factors for import and sales allows for the interpretation of current trends and foresight for the future of the industry. Finally, the effects of current market segmentation and the resulting consumption patterns are analysed to establish whether they are conducive to developing a responsible but progressive wine culture in Ireland going forward. The study forms conclusions based on the evidence gathered, which put forward the argument for change in the industry, to achieve a healthier attitude to wine. To encourage wine drinkers to seek out and form an appreciation of quality products rather than alcohol content, would change the mindset around drinking. This only becomes possible if the aforementioned good quality wines are within reach financially. Health, in the context of this study, refers to not only physical well-being but also to a culture of wine drinking that does not have damaging consequences on society, but rather fosters an appreciation for wine and its unique characteristics in moderation. A mixed methodology approach is used, to compile and analyse industry professional opinions alongside consumer statistics to form a comprehensive overview of wine drinking culture in Ireland. This study is relevant to those seeking to understand the driving factors that form wine consumption patterns in Ireland and to anticipate future influences on the industry.
DOI
https://doi.org/10.21427/6ASH-MJ68
Recommended Citation
Bent, E. (2022). Market Segmentation of Wine in Ireland: Are We Fostering a Desirable Consumption Culture? Technological University Dublin. DOI: 10.21427/6ASH-MJ68
Included in
Food and Beverage Management Commons, Food Studies Commons, Other Arts and Humanities Commons, Other Business Commons, Other Social and Behavioral Sciences Commons
Publication Details
A dissertation submitted to Technological University Dublin in partial fulfilment of the requirements for the award of Master of Arts in Gastronomy and Food Studies, May 2022.