The business opportunity the single-serve wine-by-the-glass (WBG) strategy offers the restaurant industry has to date been largely under utilised (Frost, 2015; Yoon & Stacy, 2015). From an academic perspective, there is a paucity of research in this specific field, despite an attempt to develop a WBG risk perception scale (Bruwer, Palacios-Arias & Cohen, 2017). A need, therefore, exists for a ‘baseline’ study to examine if and how constructs, specifically product involvement and in-restaurant consumer behavioural variables, are interrelated. Refereed/Peer-reviewed