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Purpose of this paper is to identify the main wine consumption motives among generation Y in Croatia. Generation Y (Millennial) has become very interesting for markets, researchers and advertisers because of their proportion, their financial power and consumer lifestyle. Researches about the generation Y consumption have brought a lot of benefits for companies in order to awake and understand needs and aspirations of generation Y consumers and also to adjust marketing strategies appropriate to this generation. Wine marketing nowadays is globally developed, but in Croatia it is still at its beginning. Wine culture and wine industry in Croatia still have not used their potentials in the way they could, so it is very important for wine marketing to make strong influence on young adults by using appropriate strategies. Properly understanding of consumers’ needs, optimum segmentation and appropriate marketing activities are the keys of successful wine marketing. The results of primary research has shown that key motivator of wine consumption among Croatian generation Y is food i.e. complementarities of food and wine. Self-expression does not show any impact on wine consumption among Croatian Millennial.
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