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Generation Y and sparkling wines: a cross‐cultural perspective

Steve Charters (Reims Management School, Reims, France and Edith Cowan University, Perth, Australia)
Natalia Velikova (Texas Wine Marketing Research Institute, Texas Tech University, Lubbock, Texas, USA)
Caroline Ritchie (Cardiff School of Management, University of Wales Institute Cardiff, Cardiff, UK)
Joanna Fountain (Environment, Society & Design Division, Lincoln University, Christchurch, New Zealand)
Liz Thach (School of Business & Economics, Sonoma State University, Rohnert Park, California, USA)
Tim H. Dodd (Texas Wine Marketing Research Institute, Texas Tech University, Lubbock, Texas, USA)
Nicola Fish (Higher Education Lilydale – Tourism, Swinburne University of Technology, Melbourne, Australia)
Frikkie Herbst (University of Stellenbosch Business School, Stellenbosch University, Bellville, South Africa)
Nic Terblanche (Department of Business Management, Stellenbosch University, Stellenbosch, South Africa)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 7 June 2011

3435

Abstract

Purpose

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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.

Design/methodology/approach

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A qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.

Findings

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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 limitations/implications

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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.

Practical implications

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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.

Originality/value

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No trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

Keywords

Citation

Charters, S., Velikova, N., Ritchie, C., Fountain, J., Thach, L., Dodd, T.H., Fish, N., Herbst, F. and Terblanche, N. (2011), "Generation Y and sparkling wines: a cross‐cultural perspective", International Journal of Wine Business Research, Vol. 23 No. 2, pp. 161-175. https://doi.org/10.1108/17511061111143016

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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