New Post on The Academic Wino: Wine's Reported Health Benefits on Consumer Purchase Behavior

It seems as though every day you hear conflicting reports on the health benefits of wine. Yes—wine is good for you! No—wine is bad for you! Which is it? Aside from the answer not being as simple as yes or no (it depends on each individual and their own personal health conditions), it is always a hot topic and one that could have potential to be used in wine marketing.

Red wine, and in particular, resveratrol, has been touted as harboring a wide variety of health benefits
including – but not limited to - lowering cardiovascular disease risk to improving lifespan and decreasing the risk of certain cancers. Research is rather conflicting on these health benefits, and many would argue that the amount of wine one would have to consume to get the necessary amount of resveratrol cited to give these health benefits would cause serious harm and even death. Others, however, disagree, in that it’s not all about resveratrol and perhaps this compound working on concert with other antioxidants and healthful compounds in the wine can improve health benefits at much lower volumes.

To date, there is not a lot of research out there on how these reported health benefits of wine affect wine purchase behavior. Do all these news reports about how good wine is for you increase an individuals’ desire to purchase wine?

Read the rest here on The Academic Wino...

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