Drinking with purpose: unveiling segmentation of Slovak wine market based on wine-related lifestyle

Purpose. Shifting consumer priorities in the food and beverage industry are increasingly shaping purchasing decisions, characterised by a marked tendency towards moderation and alcohol-free social activities. This phenomenon reflects a general trend towards healthy lifestyle and well-being, which contributes to declining alcohol consumption. The present article aims to undertake an assessment of the variety of consumer preferences and motives in the Slovak wine market using the wine-related lifestyle (WRL) approach to examine the current and future motivations of wine consumers. Methodology. The consumer study is based on online questionnaire survey conducted on a sample of Slovak wine consumer (n = 580). Both factor analysis and cluster analysis were applied in consumer segmentation, where four clusters were identified: (“Practical (Standard) Wine drinkers”, “Wine Connoisseurs”, “Lifestyle-oriented wine consumers” and “Brand-oriented wine consumers”). To further validate and profile the segments, the chi-square test of independence (with Cramér’s V) was used to examine associations between segment membership and categorical variables, while the non-parametric Kruskal–Wallis test identified differences in consumption, purchasing behaviour, and socio-demographic characteristics among segments. Results. The “Practical (Standard) wine drinkers” segment is characterised by its focus on the functional and value-oriented propositions, and its adherence to expert recommendations. Wine connoisseurs prioritise quality, placing significant emphasis on consumption rituals and the availability of detailed product information. Lifestyle-oriented wine consumers focus on the aesthetic and social aspects of wine consumption, where the overall experience remains the primary driver. Brand-oriented wine consumers, meanwhile, emphasise brand consistency, regional authenticity, and patriotism. The analysis further reveals that younger consumers showed a greater appreciation for the social and visual aspects of wine, while older consumers tended to prioritise quality and tradition. Originality. This study was the first to segment the Slovak market by employing the wine-related lifestyle (WRL) approach adapted specifically for the Slovak wine market. It provides updated market data and detailed consumer insights to facilitate more effective business-to-consumer engagement and a clearer understanding of consumption patterns in smaller wine markets. Practical implications. The findings provide actionable insights for wineries and marketers seeking to strengthen their market position and tailor their marketing communication to distinct consumer groups. Furthermore, the segmentation offers guidance for developing moderated- or low-alcohol alternatives in response to the evolving health-conscious behaviours of younger consumer groups.