The BYOB of wine phenomenon of consumers in the Australian licensed on-premise foodservice sector

The overall aim of this baseline exploratory study was to explore the behaviour of wine consumers while dining out in the licensed on-premise sector of foodservice outlets in Australia. It examined the incidence and dynamics of the rather unique situation associated with wine in these outlets, namely the "bring-your-own-bottle of wine" (BYOB) phenomenon. A total of 816 respondents provided information regarding their most recent dining out experience. It was found that the BYOB of wine phenomenon is quite prevalent in Australian licensed on-premise foodservice outlets with 26% of all diners reporting that they had engaged in this the last time they dined out. Females engaged in the BYOB of wine to a greater extent than males and cited the lower cost to them as the main reason. Evidence was also found that the main motivating factor for the BYOB of wine phenomenon among diners was their risk perception levels and that it was therefore employed by consumers mainly as a risk-reduction strategy (RRS). This study showed that the BYOB of wine phenomenon should be added to the knowledge base on generic risk-reduction strategies of the on-premise foodservice sector. Crown Copyright © 2009.Johan Bruwer and Kyung-Hwa Na