My first glass of wine: A comparison of Gen Y early wine experiences and socialisation in New and Old worlds markets

Natalia Velikova · Joanna Fountain · Tiziana de‐Magistris · Antonio Seccia · Damien Wilson

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Wine Industry and Tourism Culinary Culture and Tourism Consumer Behavior in Brand Consumption and Identification

Abstract

Cross cultural comparison was conducted across five countries, comprising France, Italy, Spain, the USA and New Zealand to examine Generation Y consumers' early alcohol socialisation, with a specific focus on wine.

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References

1970Back-Translation for Cross-Cultural Research 2003When generations collide: who they are, why they clash, how to solve the generational puzzle at work 2006Market segment analysis to target young adult wine drinkers 2007Wine for My Generation: Exploring How US Wine Consumers are Socialized to Wine 2007Beyond drinking: the role of wine in the life of the UK consumer 2011Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?2011Generation Y and sparkling wines: a cross‐cultural perspective 2011Do Millennial generation's wine preferences of the “New World” differ from the “Old World”?

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2019“FROM GENERATION Y TO GENERATION WINE” A BEST-WORST SCALING STUDY OF WINE ATTRIBUTE IMPORTANCE

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