USA Mid-Atlantic Consumer Preferences for Front Label Attributes for Local Wine

The purpose of this research was to investigate Mid-Atlantic USA wine consumers’ preferences for front label attributes a lesser-known/unknown local variety. consumer base in part the exceeds that California. Although mid-Atlantic is experiencing an increase number wineries, there lack region-specific could be basis marketing strategies may differ from those more established regions, such as CA. We recruited 1011 consumers who drank (at least 1×/month) view variations label, differing tag, location description, font types, and images choice-based conjoint experiment. A greater percentage selected “White Wine” tag scripted fonts than other options, with generalized county text (“Proudly produced Lehigh County, PA”) being by participants American Viticultural Area (AVA) (“Lehigh Valley AVA”) or state (“Pennsylvania”) texts; however, had lower importance variable. This study implies describes specific where grapes were grown favorable comparison AVA texts, traditional generic labels are preferable they have not seen before contemporary styles. Wineries region want add texts their appeal regional audience. As AVAs used promote regions USA, only some choose wines based on these designations, governments organizations education awareness interest. In addition, differences variety-seeking behavior subjective well objective knowledge, but attitudes toward locally foods, affected choice: Consumers scoring higher knowledge preferred varietal over tag; similarly, indicated familiarity also label. Differences psychographics appear modulate preferences.