Human values as cultural drivers for the consumption of wine and the other alcoholic beverages: a cross-country analysis

Purpose This study aims at analysing how cultural dimensions, alongside economic factors, shape consumer preferences for wine, beer and spirits, offering insights into the role of values in determining global alcoholic beverage consumption patterns. Design/methodology/approach This study analyses per capita wine, beer and spirits consumption across 64 countries representing 96, 89 and 95% of the world consumption of these alcoholic beverages from 2005 to 2019 in light of cultural dimensions based on Schwartz’s value system. Second-order values (self-transcendence, conservation, self-enhancement and openness to change) are modelled as time-invariant latent variables, derived via exploratory factor analysis. A linear regression model with country random effects and fixed time effects estimates the relationship between beverage consumption, human values and economic factors. Findings The results show a positive relation between consumption and per-capita gross domestic product (GDP), alongside a general decline in the consumption of all the alcoholic beverage types during the analysed period. Cultures characterized by self-transcendence values emphasize hospitality, generosity and balance and demonstrate higher wine consumption levels. Conversely, countries with strong conservation values – prioritizing tradition, social order and group discipline – show lower consumption of all alcoholic beverages. Generally, human values have a higher impact on wine consumption compared to other beverages. Originality/value To our knowledge, this is the first study analysing how the value system of a culture could be relevant in the analysis of the determinants of the consumption of wine, beer and other alcoholic beverages in different countries.