An Investigation of Malaysian Wine Connoisseurs’ Sociocultural Implications during Their Learning Path

With more than 65% of the population being Muslims, Malaysia is not a country where alcohol is the most frequently consumed beverage. Also, wine is not the main alcoholic beverage consumed by non-Muslims, except during celebrations and social occasions. Furthermore, studies show that the Malaysian wine market is well segmented into novices, drinkers, consumers and connoisseurs. As the sociocultural environment of the country does not favor and does not support wine aficionados, the current study aims to explore the social and cultural implications that occurr during the learning path of five Malaysian wine connoisseurs. Customised and structured interviews were used to collect information across the Klang Valley and Kuala Lumpur area. The results reveal the social and cultural inferences that are necessary for a Malaysian wine consumer to become a connoisseur. This study aims to contribute to the neglected field of wine studies in Malaysia by helping wine professionals and marketers understand better the sociocultural and educational insights of connoisseurs.