A review of the literature on wine marketing reveals that there are both explicit and implicit considerations involved in the purchase of wine. A study of the Northern Ireland wine market, for example, found that respondents offered an array of responses when asked why they preferred a particular wine (Keown, 1995). The majority of these responses were related to “taste”, “quality”, “palatably” and “value for money”. Other replies related to intrinsic qualities of the wine such as “dry”, “fruity”, “sweet”, “full-bodied” or “refreshing”. In that study, pricing was also found to be extremely important to all respondents. Similarly, in a.
