Drivers of simultaneous use of wine and cannabis among German wine consumers

Purpose Understanding the intricate relationship between wine and cannabis usage is essential for crafting effective substance use policies and interventions. This study explores the substitute and complementary relationships between cannabis and wine consumption frequencies. Design/methodology/approach Through an online survey targeting wine drinkers under 60, we collected 523 completed responses, including 215 from cannabis consumers. We applied econometric modelling to examine the factors influencing separate versus simultaneous consumption, using a logistic regression model. Findings Our findings reveal that socialising and enhancement are primary motivators for both substances. Individuals consuming cannabis frequently tend to use both substances together, indicating complementarity for cannabis users. However, wine consumption frequency alone does not determine simultaneous or separate cannabis use. Yet, those who drink wine for socialising and enhancement and cannabis for socializing and coping are more likely to separate their consumption. Practical implications The wine industry can leverage cannabis-infused innovations by offering THC wines for social and enhancement motives and CBD wines for coping in solitary contexts. This segmentation addresses diverse motives, declining youth consumption and the persisting stigma of cannabis. Originality/value This study extends existing literature by examining simultaneous wine–cannabis use across broader demographics. It links rising cannabis use to potential shifts in wine consumption and provides industry stakeholders with practical insights into evolving consumer behaviour.