Assessment of moderate wine consumption and alcohol abuse from the perspective of German and Hungarian consumers

Purpose The health effects of alcoholic beverages and the differentiation between moderate consumption and alcohol abuse are discussed controversially in medicine, sociology and politics. Therefore, this paper aims to analyse how consumers assess the relation among health, wine consumption and alcoh...

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Bibliographic Details
Published in:International journal of wine business research 2021-11, Vol.33 (4), p.561-577
Main Authors: Szolnoki, Gergely, Filopoulos, Stylianos, Stein-Hammer, Claudia, Brazsil, David
Format: Article
Language:English
Subjects:
Abuse
Alcohol abuse
Alcohol use
Alcoholic beverages
Beer
Beverages
Communication
Consumer groups
Consumers
Consumption
Drinking behavior
Drug abuse
Liquor
Per capita
Polls & surveys
Sociology
Wines
Womens health
World War II
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Summary:Purpose The health effects of alcoholic beverages and the differentiation between moderate consumption and alcohol abuse are discussed controversially in medicine, sociology and politics. Therefore, this paper aims to analyse how consumers assess the relation among health, wine consumption and alcohol abuse. Design/methodology/approach A representative survey in Germany and in Hungary was conducted with 2,000 and 1,500 respondents, respectively. The survey included questions regarding the assessment and definition of alcohol abuse and moderate wine consumption. Findings The results show that in Hungary, moderate wine consumption is defined similarly as in Germany; on the contrary, in the case of alcohol abuse, there are significant differences. Regardless of cultural background, the respondents agreed that excessive wine consumption harms health and certain consumer groups (pregnant women or people under 16 years old) should avoid drinking wine. Practical implications These findings can contribute to a long-term goal-oriented wine in moderation strategy for consumers and support policy advice on moderate and excessive wine consumption. Originality/value The results help to understand how consumers perceive moderate and excessive wine consumption in everyday life, and how they judge wine as an alcoholic beverage. To the best of authors’ knowledge, there has not been similar study published on the perceptions of wine consumers in this regard, neither in Germany nor in Hungary.
ISSN:1751-1062
1751-1070
1751-1062
DOI:10.1108/IJWBR-12-2020-0060