Wine consumers in British Columbia, Canada

Abstract

Purpose The purpose of this study is to redirect wine producer marketing strategies in British Columbia (BC) to better market their wine to the next generation of local consumers and compete against foreign imports. Design/methodology/approach This study was conducted using representative data collected from BC wine consumers through a survey of 500 participants and subsequent focus groups to better understand and interpret the findings. Findings The findings confirm that the growth of wine sales in BC is driven by the Millennial generation. This generation shows some different wine purchasing and consumption behaviours than previous generations. BC wine producers compete against foreign imports by using their direct-to-consumer sales channel (s) and could also use their superior understanding for the next generation of wine consumers to better sell their local wines across multiple channels. Practical implications To onboard the next generation of Millennial consumers to BC wines, BC wine producers are advised to use the tasting room environment to learn more about their local consumers and also sell via other channels. Some gaps in consumer needs across generations are identified and BC producers are advised to further target this new consumer and meet the needs of the local Millennials better than the competition. Originality/value The study is unique in its location. BC wine producers have often used US research or anecdotal data from their own tasting rooms to inform marketing decisions. The researchers argue that this carries significant risk, especially as the next generation of BC wine consumers displays different purchasing behaviours than those reported in US research.

RETRACTED: Prediction of Consumption of Local Wine in Italian Consumers Based on Theory of Planned Behavior

“…Knowing the impact of ethnocentrism on the intention to purchase local wine can help local companies increase the intention to purchase local wine by developing marketing campaigns that target ethnocentrism. Previous studies have focused on consumption but only in a specific group such as Millennials [84] by using other analysis methods such as the Tobit regression model [85] rather than the PLS-SEM technique that allows determination of the route of effects and was used in the present study.…”

Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study

“…Qenani-Petrela and Wolf claimed that premium quality is more desirable to Baby Boomers than to Millennials [51]. The grape variety was verified as the less important attribute for younger generation consumers than older ones, according to [49], while, in most recent studies, Millennials are also less interested in grape variety than Generation X and Baby Boomers [10]. Tait et al indicated that Baby Boomers are willing to pay significantly more for country-of-origin attributes than either Millennials or Generation X consumers [55].…”

“…As the industry has matured, competition has grown in intensity and complexity, while the preferences and customs associated with wine consumption have changed and become more fragmented with new emerging market segments, such as the Millennials (Generation Y) and Generation Z [3,[9][10][11][12]. In this new scenario, wine companies should focus on forecasting the nature of expansion and increasingly unstable demand, and what their direct and indirect competitors can offer.…”