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Despite South Africa being a wine producing country, South Africa's wine consumption is relatively low.It will be important for the country's wine producers to capture the potential of new and emerging markets to sustain its wine industry in the future and to grow domestic consumption.In recent years, Generation Y also known as the Millennial generation, has emerged as one of the most important consumer groups.This generation has substantial purchasing power and is one of the largest groups ever in any modern economy.Due to the size of this segment, it is important to understand their consumer behaviour.Furthermore, while Pinotage is known as the South African grape, little research has been done on the consumer liking and acceptance of Pinotage in South Africa.In order to capture the potential of the emerging Millennial market, it will be important for Pinotage producers to comprehend how they can effectively market Pinotage to the Millennials.One specific marketing tool that can be used to target Generation Y is expert opinions.Therefore, the purpose of this research was to investigate the use of expert opinions as a marketing tool for marketing Pinotage to South African Millennials.The study consisted of sensory hedonic testing to measure the acceptance of different Pinotage wines and a follow-up questionnaire to measure willingness-to-pay.A total of 126 young Millennials took part in the study, of which eventually 101 datasets were used for statistical analysis.Results of this study has confirmed expert opinions as an effective marketing tool to market Pinotage to South African Millennials.While positive expert opinions did not reinforce perceived quality for already generally liked wines, they increased perceived quality for Pinotage wines that were not liked in general.Female Millennials specifically seem to be influenced by expert opinions and packaging.Initial results from the female Millennials show a relative dislike for Pinotage compared to male Millennials when tasting Pinotage blind.However, expert opinions and packaging increased liking significantly for women.Millennials also seem to be willing to pay more for positive expert opinions.However, contrary to hedonic liking, packaging can completely offset the positive effect of expert opinions on the willingnessto-pay.Even more, the negative effect of the packaging can exceed the positive effect of the expert opinion and can decrease liking significantly.Furthermore, the perceived value of Pinotage wines with a screw cap was significantly lower than those with a cork closure.Due to several research constraints, the findings of this research report should be approached with caution and the results are tentative.
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