Modernization and geographical diffusion as explanations for regional differences in the consumption of wine and beer in the European Community.

Mediterranean and Northern countries in Europe differ strongly in drinking cultures and drinking patterns. However, since about 1960 the Mediterranean and Northern countries in Europe have converged with respect to per capital consumption and beverage choice. This paper explores whether modernization and/or geographical diffusion explain the convergence in beverage choice for countries belonging to the EC. The results show that for wine and two of the indicators of modernization, the expected results are found. The diffusion of beer is not related with the indicators of modernization used in this study. There is no or only very limited support for the relevance of geographical proximity for the diffusion of beer and wine.