Significant age and gender differences were found in terms of wine consumption and wine tourism among a purposeful sample of 161 wine consumers in Calgary, Canada.

In this sample older males displayed the highest level of ego involvement with wine, and that translated into higher levels of wine consumption and wine tourism. A number of significantly different preferences for visits to wine regions were also related to age and gender. While the results are not generalizable to the whole population of wine consumers and wine tourists, they do provide important implications for wine and wine tourism marketing and suggest hypotheses for future research.