Restaurants and the single-serve wine by-the-glass conundrum: Risk perception and reduction effects

This study examines risk perception and how wine by-the-glass (WBG) consumption acts as a risk reduction strategy (RRS) in the restaurant environment. An 18-item scale measures the hierarchy and perception of each risk type specific to WBG consumption. Females and those aged between 18 and 45 years are the main groups attracted to drink WBG. WBG consumption decreases mainly social, psychological and physical risks. Due to its risk reducing effect, consumers use WBG as opportunity to try new and more expensive wines, or to try new wines before deciding to buy a 750 mL bottle. The fact that they do not have to share with anyone and that less money can be spent per transaction also helps encourage 'adventurous' behaviour. This means that WBG consumers do not drink the same wines they usually buy in 750 mL bottles in restaurants, and no cannibalization of these wines takes place.