The Wine Psychologist

Hello, I’m Dr. Antonia Mantonakis

Based in Niagara’s beautiful wine country, with over 150 wineries on my doorstep, I am truly embracing life as “The Wine Psychologist”. By day I am a professor at Brock University and a consumer psychologist. I began researching brand memory over 2 decades ago and now my focus is on wine labels and their purchase influence. My research is both my profession and my passion, from visiting wineries, the LCBO, Wine Shops and watching people make selections, to active projects at Brock University’s Wine Consumer Lab, and giving seminars to wine industry colleagues.


“Don’t become a mere recorder of facts, but try to penetrate the mystery of their origin.”

– Ivan Pavlov


For over 20 years my psychological research has looked at consumer cognition: how consumers perceive, think, feel, make decisions, buy, consume, and remember.

Wine Tips

People always ask, “what’s a “good” wine?” or “what wineries should I visit?” or “how should I go about serving wine?” Here are my top tips.


By day I am a professor at Brock University and a consumer psychologist. I teach courses and seminars on consumer behaviour, elements of marketing, and wine marketing. Want to learn more?

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Consumer Insights

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What does a Wine Psychologist do?

My Work

With my doctorate in psychology I specialize in how consumers think, feel, and make decisions. Think of that time you were standing in the isle at the LCBO and wondering which wine to buy for your Thanksgiving gathering? All your thoughts, the decision you ultimately made, and how you felt about it is what I study. It’s about consumer psychology and behaviour. I teach business owners and vintners how consumers think, feel, decide, buy, consumer and remember.

Antonia has done some fascinating work understanding consumer decisions. We are living in a constantly evolving consumer landscape. Research such as this is vital for the long-term health of our industry.

– Brian Schmidt, Grape Grower & Wine Maker, Vineland Estates Winery

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