Wine leads us by our heart not our head: Emotions and the wine consumer

The fundamental purpose of wine consumption is for enjoyment. There are deep emotional connections between consumers and wine, and it is usually imbibed in social settings. Consumers’ emotions evoked by wine, as well as from external factors during wine consumption, have valuable implications for consumer science and industry. Current perspectives on emotions and wine research are examined with a focus on the role of wine intrinsic and extrinsic factors on consumers’ wine-evoked emotions. Future directions of where wine emotions research may head will be explored.