ABSTRACT
Purpose The purpose of this study is to examine consumers' relationship with wine during the COVID-19 crisis and associated implications for hospitality and tourism operations. Despite the severe impacts of COVID-19's aftermath, including recent reports of a global decrease in wine consumption, academic research has neglected this domain. Consequently, there is an empirical and conceptual vacuum that the present research will address. Design/methodology/approach The study proposes a comparative investigation, with data gathered from 241 Italian and Spanish wine consumers through an online questionnaire. Findings Overall, the analysis reveals marginal changes in wine consumption during the crisis. At the same time, however, an increased interest for more wine events and an organised wine route, for learning more about wines and new wine harvests, and the influence of comments from others in enhancing one's wine knowledge during the crisis is also identified. Originality/value The study is one of the few studies conducted to date that seek to ascertain the extent to which wine consumers' involvement with wine has changed during a major crisis. The findings and subsequent analysis contribute to the development of five distinctive dimensions associated with consumers: the more involved/interested, the inquisitive/explorer, the non-traditional/avid, the frugal/less involved and the conservative/avid. The first two dimensions, which are supported by mean scores close to the level of agreement (mean = 4.0) have a number of practical and conceptual implications. In addition, a conceptual framework illustrating various conceptual/empirical relationships is proposed.