Drinking (wine) again: always the same, even in a pandemic?

The present research explores the role of wine’s social and coping benefits during stressful times (e.g. COVID-19 shutdown). This research operationalizes one factor that captures perceived value from wine due to social benefits and a second factor that captures the perceived value from wine due to benefits that help one cope with anxious times. A research framework is proposed and explored using mediation analyses. Results across two studies suggest that life situations relate to both wine’s social value and need for coping. Both wine's social value and coping value help drive wine consumption.