Introduction
In the US, wine is a beverage consumption of which has grown continuously over the last two decades (Thach, 2015). It follows that the country’s culture is not averse to relaxation-oriented occasions that are associated with drinking. This paper aims to evaluate whether Australian wine would be a good fit for the culture of America.
Discussion
Wine has entered American culture and became a permanent staple of many socializing events in the country. In 1994, the consumption of the beverage amounted to only 1.74 gallons per capita; however, in 2016, the figure increased to 2.94 gallons per capita (Wine Institute, 2017). The marked increase in consumer preference for the product has made the US the largest wine market in the world (O’Donnell, 2014). The shift has been attributed to generational changes and a struggling economy of Europe, which has resulted in a 21 percent decrease in the consumption of wine in Italy and a 7 percent decrease in France (O’Donnell, 2014). American youngsters, on the other hand, are increasingly preferring wine to other beverages. It has to do with the fact that “Americans dine out more and enjoy matching wine to cuisine” (Thach, 2015, para. 4). Also, the US media is rife with wine imagery, which prompts Millennials to engage in leisurely alcohol consumption. Marketers have discovered that the generation drinks more wine than Baby Boomers did at the same age—25.7 percent and 13 percent, respectively (Foglino, 2014).
The causes of ever-increasing wine consumption in the country can be traced to major tendencies in American culture. The US scores highly on the scale of individualism, which is a cultural dimension that describes the degree of interdependence among society’s members (Geert Hofstede, n.d.). The individualistic dimension of the culture explains why Americans tend to participate in various social activities where they can engage in conversations with strangers. Casual leisure is closely associated with alcohol consumption, which is intrinsically rewarding and offers an escape from work-like activities (Finlay, Ram, Maggos, & Caldwell, 2012).
American society is low on the score of long term orientation, which can explain a non-pragmatic approach to the heightened consumption of wine. It means that individuals are driven by short-term rewards that fit nicely with an overall high score on the indulgence scale (Geert Hofstede, n.d.). The scale measures “the extent to which people try to control their desires and impulses” (Geert Hofstede, n.d., para 16). Alcohol culture in the US hinges to a large extent on unrestrained indulgence; therefore, heavy drinking has been on the rise for the past several decades. In 2012, more than 18 percent of Americans had one drink per day over two weeks (This Naked Mind, n.d.). Many men and women in the US have more than four drinks per drinking session, which makes them heavy drinkers (This Naked Mind, n.d.). Furthermore, numerous celebrations in the country are structured around the consumption of alcoholic beverages. Alcohol is always present at weddings, New Year, and other occasions.
Americans are less bounded by customs than other nations. Nonetheless, the consumption of wine in the country is associated with celebration; therefore, its situational appropriateness is closely aligned with both the nature of an occasion and the social status of drinkers. Given the predilection of Americans for wine consumption, it is clear that the country is well-suited for Australian wine.
Conclusion
The paper has evaluated major tendencies of the American culture to determine whether Australian wine can be effectively positioned on the US market. It has been argued that the country would be a great fit for the product.
References
Finlay, A., Ram, N., Maggos, J., & Caldwell, L. (2012). Leisure activities, the social weekend, and alcohol use: Evidence from a daily study of first-year college students. Journal of Studies on Alcohol and Drugs, 73(2), 250-259.
Foglino, A. (2014).Why Boomers should drink wine like millennials. Web.
Geert Hofstede. (n.d.). What about the USA? Web.
O’Donnell, B. (2014). United States now no. 1 in wine consumption. Web.
Thach, L. (2015). The state of wine drinking in America today. The Week. Web.
This Naked Mind. (n.d.). Alcohol culture in America—Where alcohol is king. Web.
Wine Institute. (2017). Wine consumption in the U.S. Web.