Generation Y and sparkling wines: a cross‐cultural perspective

Abstract

PurposeThe aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.Design/methodology/approachA qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.FindingsThere were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).Research limitations/implicationsResearch into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.Practical implicationsMarketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.Originality/valueNo trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

“…Charters et al, 2011). It seems also that Gen Y make greater distinction between wines for everyday and special occasions than Gen X did at a similar age.…”

Customer value perception: cross-generational preferences for wine

“…As noted in the introduction, especially the Generation Y (also known as Millenials or Echo Boomers), comprising those who were born approximately between mid-1970s and late 1990s, is of interest for a future-oriented wine marketing (de Magistris et al, 2011;Charters et al, 2011). This generational cohort is larger than its previous generation, the so called Generation X which consists of slightly older consumers that are very value oriented and purchase more analytically Lazarevic, 2012).…”

“…Whereas Generation X and Generation Y both represent new, future-oriented wine market segments, especially Generation Y becomes increasingly important (Charters et al, 2011). That is why practitioners and scientists have to pay more attention to this generational cohort and its consumption behaviour (de Magistris et al, 2011;Nowak et al, 2006).…”

“…In particular, the so called Generation Y, which is larger than its previous generation, the so called Generation X, moves into focus (de Magistris et al, 2011;Charters et al, 2011). Due to its high buying power (Nowak et al, 2006), Generation Y is seen as one of the most promising wine segments (de Magistris et al, 2011) so that it will be of interest for researchers, scientists and marketers to measure and forecast its value perception of wine.…”

Food habits. Changes among young Italians in the last 10years

“…These past years, a trend of study has developed around wine consumption behaviour that compares the attitudes of young people with those of older generations (Agnoli, Begalli, & Capitello, 2011;Charters et al, 2011;de Magistris, Groot, Gracia, & Albisu, 2011;Fountain & Lamb, 2011;Lorey & Poutet, 2011;Mueller, Remaud, & Chabin, 2011). On the other hand, if we move from the specific theme of wine, the studies that analyse the differences between different generations are limited and often part of marketing strategies non-specific to the food sector (Kueh & Voon, 2007;Marchini & Pieroni, 2009;Vazifehdust, Taghipourian, & Ahmadian, 2011).…”