Consumer Drivers of Muscadine Wine Purchase Decisions

Muscadine wine, fresh muscadine grapes, and other derivatives have enjoyed a heritage niche for decades in the Southeast. Muscadine growers in North Carolina in the United States (US) have asked whether the purchase of muscadine wine is linked to consumption of the fruit itself or even familiarity with other muscadine-based products in terms of spillover effects. The authors explored the interdependency between the market for fresh muscadine grapes and muscadine wine purchase. Consumer panel data were obtained from a State of North Carolina agency with oversight of the grape and wine industry; the agency contracted quota sampling of online consumers from six states in the US South. A total of 543 cases were used in the present study. The Statistical Package for the Social Sciences (SPSS)® was employed in analysis. Results show that prior muscadine wine knowledge and knowledge of other muscadine products, e.g., jams, juices, smoothies, sauces, and health/beauty products were significant factors associated with buying muscadine wine. Beliefs about muscadine grapes as a healthy ingredient showed a slight influence, while direct experience with fresh muscadines and consumer attitudes towards buying local or US products were insignificant. Therefore, marketing efforts should focus on increasing consumer exposure to and knowledge of muscadine wine and other muscadine related products.