Does brand influence wine purchase?

Given the proliferation of brands in the wine market, positioning a wine on the basis of its brand is becoming a priority for winemakers. However, developing a brand without understanding its impact on purchase is risky business. This study investigates the influence of the brand on wine purchase. The results indicate that the connoisseur is more likely to rely on the brand in wine purchase. Whereas the aspirational consumer is less likely to be influenced by the brand; and more likely to make wine purchase decisions on the basis of the label design and perceived personality.