The purpose of this paper is to determine specific label attributes impacting both the taste and quality perceptions of millennial wine consumers. A singleblind study was developed to evaluate the direct implications labels have on millennial informants' taste and quality perceptions. A fourstage research study tested the informants' reactions to the products both before and after evaluating the label and product packaging. Perceptions differed significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the producer provided specific fruit characteristics, the informant perceived they tasted those fruits much more than without this information in the blind tasting. The generalizability of this study was limited by the small population size (97 informants), the subject recruitment site, lack of ethnic diversity, and the higheducational level of the respondents. The informants in this study indicated several factors such as closure, font style, eyecatching front label, color of the bottle, food pairings, and wine producer information, as affecting their purchase intention. There have been previous studies involving wine tourism and segmentation of wine consumers but a sensory label study on millennials presents a different approach.
- Consumer behaviour