Generation Y and sparkling wines: A crosscultural perspective

Simone Mueller, Steve Charters, Natalia Velikova, Caroline Ritchie, Joanna Fountain, Liz Thach, Tim H. Dodd, Nicola Fish, Frikkie Herbst, Nic Terblanche

Research output: Contribution to journalArticlepeer-review

55 Scopus citations

Abstract

The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli. There 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 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. Marketers 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. No transcultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

Original languageEnglish
Pages (from-to)161-175
Number of pages15
JournalInternational Journal of Wine Business Research
Volume23
Issue number2
DOIs
StatePublished - Jun 7 2011

Keywords

  • Champagne
  • Crosscultural
  • Generation Y
  • Marketing strategy
  • Sparkling wine
  • Wines
  • Young consumers

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