Science and Education Publishing Journal of Finance and Economics 2328-7276 1 4 2013 11 29 Absorptive Capacity and Future Prospects of Emerging Wine Markets in the Middle East: Especial Focus on Iran Middle Class 105 111 EN Salar Salahi Department of Financial Risk Management, Pars Development Center of Electronic Training Courses, Isfahan, Iran JFE2013147 10.12691/jfe-1-4-7 2013 10 11 2013 10 14 2013 11 29 Current paper discusses the absorptive capacity of wine consumption markets in the Middle East and it especially focuses on Iran. Despite restricted application of wine in Turkey, Egypt and Lebanon, wine consumption is mainly forbidden in most Middle East countries due to religious and cultural beliefs. Although countries such Iran presently are not wine producing regions, they, however, may offer, absorptive markets for consumption. The purpose of current study is to investigate wine consumer behavior and wine market analysis to achieve an insight in to Middle East markets. Quantitative methodology along with a consumer survey was carried out in the specified locations in Iran. Near 90% of correspondents claimed, despite government bans, they had consumed alcoholic beverages at least once in a life time. Most correspondents agreed with the idea of legalization of wine consumption rather than excessive use of homemade toxic wine.