Measuring wine and beer drinking experience in a context of limited socialisation: a case study with Spanish drinkers

Abstract

Drinking experience has gained the attention of researchers in recent years, mainly measured in different social-leisure contexts. However, no or very little, scientific attention has been paid to the drinking experience phenomenon when detached from the influence of the enjoyment of the social factor component. The objective of this study was to understand the wine and beer drinking experience during the pandemic confinement/lockdown and its relationship with the fear of the COVID-19 disease. A total of 423 Spanish participants were interviewed online to 1) measure their alcohol consumption, 2) explore their beer and wine drinking experience, and 3) evaluate their fears linked to COVID-19. The results firstly show that the dimensions (i.e., sensory, affective and cognitive) of the wine/beer drinking experience previously reported in social-leisure environments are similar to those found in a context with limited social interaction, such as the lockdown. Secondly, the drinking experience differs across participants and is related to their frequency of wine consumption. More frequent wine consumers show a cognitive-oriented experience, while affective and/or sensory experiences are related to lower wine consumption. Thirdly, the results show that the drinking experience is driven by fear linked to COVID-19, as it is higher in more affective-driven consumers. These results highlight the importance of the role of socialisation in the wine and beer drinking experience and how different drinking experiences are related to distinct levels of fear related to COVID-19.