The distributors’ view on US wine consumer preferences. A discrete choice experiment

This study explored the view that distributors have towards most valued wine attributes by consumers in US market, applying discrete choice experiments technique. Furthermore, to explore extent which distributors’ perspective may reflect consumers’ preferences, results are analyzed considering previous evidence with same market. The from a scaled multinomial logit, mixed logit and generalized models reveal similarities consumer studies’ findings, especially for influence of medals/awards, origin wine, grape variety, price, it also identifies possible trends suggests data collected using knowledge experience generates valuable information through smaller sample at lower cost than surveys, is relevant large markets higher number consumers.