Date

3-2012

Degree Name

BS in Wine and Viticulture

Department

Agribusiness Department

Advisor(s)

Jenni James

Abstract

This study was performed in order to determine the relationship between enjoyment of music in a live setting and enjoyment of wine consumed while at the concert. Surveys were collected from 113 respondents throughout the summer of 2011 at San Luis Obispo’s “Concerts in the Plaza.” J. Lohr Vineyards and Wines was the wine sponsor throughout the summer concert series, which represented a wide variety of musical genres. Overall, 80% of the sample was women, 69% drank white wine, and 93% had tried J. Lohr wines before the event. With regard to wine opinion, 57% of the sample maintained the same opinion of the wine before and during the live music event.

Regression analysis was used to explain the change in opinion of wine by various factors such as opinion of music at the event and previous opinion of wine. The analysis suggests that opinion of the live music was not a statistically significant factor influencing opinion of wine consumed at the live music event. The only variables that significantly influenced opinion of wine at the concert were the respondents’ previous opinion of wine and frequency of listening to music while drinking wine. Both of these variables positively correlated with opinion of wine consumed at the event. The inability for the respondent to separate previous and current opinion of the wine could have contributed to the lack of significant results, as on average the sample had a somewhat positive opinion of the wine before and after the concert, regardless of the respondents’ opinion of the live music.

Recommendations for further research include isolating the wine and music variables so no outside factors influence opinion. Serving the wine to respondents without their knowledge of the brand would eliminate their ability to associate previous opinions with the current experience influenced by the presence of varying music.