Wine is increasing in popularity among young adults in the United States. Previous research has shown that when young adults consume wine, they typically do so in moderation. This article reports on the findings of an exploratory, qualitative study conducted in 2006 that investigated factors associated with moderate wine drinking occasions among young adults. We conducted semistructured interviews with 15 young adults between the ages of 18–26 from Northern California university communities. Using a pattern-level analytic approach, interviews revealed two modes in which these young adults drink: outcome-oriented and process-oriented drinking. These two drinking outcomes were associated with different beverages, consumption patterns, drinking settings, sociability, and levels of maturity, as perceived by study participants. This article considers moderate drinking occasions among young adults in order to develop strategies to reduce harm associated with heavy consumption. Our pilot study offers insight into this perspective and provides a basis for future research.
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