The wine consumption preferences of young people: a Spanish case study

Abstract

PurposeThis paper aims to analyze the current wine consumption situation with special attention being paid to the habits and preferences of young consumers.Design/methodology/approachThe study was carried out on a sample of 318 consumers; 50 per cent of the sample were under the age of 35 and 50 per cent were older. The information gathered was then subjected to the appropriate statistical tests. The lifestyles and images of wine consumption of those surveyed was first looked at, followed by the results obtained related to consumption of drinks such as water, fruit juice, soft drinks, beer and, of course, wine.FindingsLifestyles are changing and the results found here indicate that the under‐35s are concerned about their health and to maintain a healthy lifestyle. This is reflected in a certain negative view of wine with its consumption being reserved for special occasions. With regard to knowledge of Denominacion de Origen, the results are pointing out that a small sector of the under‐35 group had only a vague notion of its meaning. This situation suggests a need for promotional activity by business and institutions aimed at increasing the knowledge of young people have of wine.Originality/valueThis study offers information to the wine industry for the improvement of young consumers' knowledge of the meaning of Denominacion de Origen as a guarantee of the origin of a product and of its quality.

Geographical cues: evidences from New and Old World countries' wine consumers

“…Finally, their results did not find any significant effect from appellations. A similar conclusion is obtained by Garcia et al (2013), which found a diffused lack of knowledge among younger Spanish wine consumers about quality designations, suggesting promotional activities could be strengthened within this scope. A result also confirmed in the French market, where the youngest consumers look at price as the most salient factor for purchasing decisions, with ROO just in second place, while the oldest consumers recognized ROO as the most relevant factor (Ginon et al, 2014).…”

Subjective knowledge as a determinant of young adult consumers wine behaviour

“…The most general conclusion about this generational segment is that they have a growing interest in wine, they are willing to spend much money on wine, and their wine consumption differs from that of previous generations (Hall et al, 2004;Thach and Olsen, 2006). Previous studies on these consumers have focused on their interaction with wine, wine preference, consumption, and purchasing behaviour (Agnoli et al, 2011a;Ritchie, 2011;Marinelli et al, 2013); differences in wine behaviour from older generations (Qenani-Petrela et al, 2007;Fountain and Lamb, 2011;Chrysochou et al, 2012;Garcia et al, 2013); lifestyle and attitudes regarding wine (Bruwer and Li, 2007;Charters et al, 2011); importance given to wine attributes (Chrysochou et al, 2012;Hristov and Kuhar, 2014a); and knowledge, purchase risk, and information search (Li et al, 2011;Atkin and Thach, 2012;Hammond et al, 2013). Although a number of studies have been conducted for this generational cohort in the field of wine worldwide, limited knowledge exists in the countries emerging from the dissolution of Yugoslavia.…”

Gender and wine consumption: sociodemographic profiles

“…Discrete choice models are an adequate methodology for the analysis of consumers' decisions in which they must choose an option from among a finite set of alternatives. These models have been used in many areas and also in the analysis of wine consumers' preferences (De Magistris et al, 2011, 2015Escobar et al, 2018;García et al, 2013;Guris et al, 2007;Gustavsen and Rickertsen, 2018;Martínez-Carrasco et al, 2006;Rodríguez-Donate et al, 2017;Selvanathan and Selvanathan, 2004).…”