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Original Research Article

Perceptions of Canned Wine Drinkers in Outdoor Leisure Settings: A Vignette Study with Swiss Residents

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  • Nicolas Depetris Chauvin ,
  • Antoine Pinède,
  • Heber Rodrigues
Nicolas Depetris Chauvin
Haute école de gestion de Genève
Antoine Pinède
HES-SO/HEG-Genève
Heber Rodrigues
Yayin Sense
DOI: https://doi.org/10.36253/wep-16720

Published 2025-03-18

Keywords

  • wine packaging,
  • consumer perceptions,
  • outdoor leisure activities,
  • sustainability

How to Cite

Depetris Chauvin , N. ., Pinède, A., & Rodrigues, H. (2025). Perceptions of Canned Wine Drinkers in Outdoor Leisure Settings: A Vignette Study with Swiss Residents. Wine Economics and Policy. https://doi.org/10.36253/wep-16720

Copyright (c) 2024 Nicolas Depetris Chauvin , Antoine Pinède, Heber Rodrigues

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study explores the prejudices of Swiss residents toward consumers of canned wine in the context of outdoor leisure activities. Despite the convenience and environmental benefits of canned wine, it faces resistance from wine consumers. We investigate whether holiday outdoor settings such as beach resorts, ski stations, desert safaris, and outdoor parties could mitigate these biases, as leisure contexts might reduce the ritualistic consumption patterns associated with wine drinking. Using a vignette study, Swiss residents evaluated the personality traits of canned wine consumers across different scenarios. Our findings reveal that, overall, consumers of canned wine are judged negatively, particularly in the beach resort scenario, where traits like “health consciousness” and “environmental friendliness” are rated lower. Demographic factors, including age, gender, and education, as well as cultural background, significantly influence these judgements. Younger respondents and expatriates showed less bias compared to older and more traditional Swiss residents, suggesting a generational and cultural divide in attitudes. These results underscore the need for targeted marketing strategies to address persistent stereotypes and foster a more positive image of canned wine among diverse consumer segments.

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