Capturing the younger wine consumer

Nelson Barber, Tim Dodd, Richard Ghiselli

Research output: Contribution to journalArticlepeer-review

75 Scopus citations


This study examines the importance of market segmentation and consumer characteristics, such as product knowledge, purchase confidence, and generational differences during the purchase decision. By segmenting consumers in this manner, it is possible to better understand their concerns and motivations aiding wine producers and retailers in directing their marketing and advertising efforts. The results of this study indicate that they are differences in how the younger generations view information sources and that marketing to the Generation X would require direct and to the point advertisements that create a product image closest to this group's views and for Millennial, reflecting on images of friends sharing wine.

Original languageEnglish
Pages (from-to)123-141
Number of pages19
JournalJournal of Wine Research
Issue number2
StatePublished - Jul 2008


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