In a recent MBA study Christine von Arnin found that consumers put different emphasis and importance on wine awards when they purchase wine for different reasons. When consumers buy wine for self consuming or for a party less emphasis are put on wine awards. But when consumers buy wines for a gift, wine awards do effect the purchase decision.
The study also found that in general South African wine consumers put more emphasis on cues like Variety, Vintage, Producer, Region than on wine awards. This implies that awards have a lesser effect on the purchase decision than originally expected.
Read full report on the finding of the study visit usb.ac.za