Drinking in style? Literature review of luxury wine consumption

Purpose This paper aims to review and map the landscape of luxury wine consumption in 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 China market. Our study revealed the shift in luxury consumption towards affordability, availability, middle-class, younger consumers and predominantly 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 social 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.