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Wine E-commerce during COVID-19 and beyond

Penn State Extension discusses wine consumer and product trends amid COVID-19.

June 1, 2020  By Claudia Schmidt, assistant professor of Marketing and Food Systems and Kathy Kelley, professor of Horticultural Marketing and Business Management

Across the United States, wine stores and winery tasting rooms had to close their doors to customers because of the COVID-19 pandemic. While in-store purchases continued in grocery and other designated “essential business” premises (restaurant take out, etc.), albeit at a much-decreased rate, online purchases of alcoholic beverages have increased dramatically, as Nielson (2020) numbers show.

During this time, it is important for wineries and tasting rooms to keep the connection to their customers strong. According to Nielson data, consumers’ willingness to experiment has decreased with the overall uncertainty. In a survey of 10,000+ alcohol consumers, 69 per cent of the respondents said that they prefer to buy an alcohol brand they already know. | READ MORE


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