Unveiling wine and cannabis consumption motivations: a segmentation study of wine consumers in Germany

Purpose Wine consumption is declining, while cannabis use among young adults in Germany has surged. With new laws partially legalising recreational cannabis, advocates claim it could replace alcohol, offering health benefits and cost savings. However, concerns remain that cannabis might increase alcohol consumption and associated health risks. Despite recognition of both substitute and complementary relationships between cannabis and alcohol, data on the cannabis–wine relationship is scarce. This study aims to understand the motivations behind wine and cannabis consumption, segment wine drinkers by those motives, profile wine drinkers who also consume cannabis and determine whether wine and cannabis act as substitutes or complements across distinct consumer groups. Design/methodology/approach The authors conducted an online survey using random sampling and used cluster analysis to identify consumer segments based on motivations for wine consumption. Exploring various variables, including consumption motives, behavioural patterns and socio-demographics, the authors also examined cannabis consumption among wine drinkers. Findings This study surveyed 523 German wine drinkers aged 20–60 years, including 215 cannabis users. Four consumer segments emerged: “adaptive conformists”, “expansive strategists”, “self-conscious hedonists” and “ambivalent drinkers.” Three segments preferred wine for social and enhancing effects. “Adaptive conformists”, the group with the most cannabis users, sought negative reinforcement like conformity or coping. The “adaptive conformists” and “expansive strategists” show the tendencies of a complementary cannabis–wine relationship. Originality/value This study pioneers the use of the Marijuana Motives Measure scales, developed by Simons et al. (1998), within the motivational framework by Cox and Klinger (1988) and Cooper et al. (2015), for wine drinkers. To the best of the authors’ knowledge, this is also the first to categorise wine drinkers into segments based on MMM scales for both wine and cannabis and segment wine consumers using cannabis.