In many areas, innovation research suggests people prefer the status quo and hesitate to embrace new products and approaches. In an article published in the July-Augst 2015 issue of the Wine& Viticulture Journal, the authors discussed a research studythat explored New Zealand wine consumers' attitude toward a recent wine packaging innovation, ine on tap (Wine on tap - an innovation for younger generations']. In that article, it was shown that consumers attributed significantly greater value and freshness to wine from bottles sealed with screw caps (status quo) compared with wine dispensed from small stainless steel kegs (wine on tap). In the following article the authors offer additional insights into the consumer perspective of wine on tap as well as exploring the viewpoints of restaurant operators and wineries.
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