Drinking in style? Literature review of luxury wine consumption

Purpose – This paper aims to review and map the landscape of luxury wine consumption in the multidisciplinary literature. It highlights the key themes of analysis, consumer markets, and common behaviours of luxury wine consumption. Design/methodology/approach – The paper analyses 85 articles on luxury wine consumption using Leximancer and content analysis. Findings – Six main topics in the extant literature are identified as follows: product perception, wine price, wine information, consumption behaviour, group, and the China market. Our study revealed the shift in luxury consumption towards affordability, availability, middle-class, younger consumers, and predominately Asian markets. Research limitations/implications – As a follow-up to this research, empirical research on luxury wine consumption is needed to establish more precise definitions of terms. Social implications – Wine as a product is susceptible to societal changes and preferences, positioning it between old and common luxury. Originality/value – This research offers theoretical insights into research on luxury wine, including how the literature reflects recent societal changes. It also provides a roadmap for future research in this field