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Millennials as luxury wine buyers in the United States?

Lindsey Higgins (Department of Agribusiness, California Polytechnic and State University, San Luis Obispo, California, USA)
Marianne McGarry Wolf (Department of Wine and Viticulture, California Polytechnic State University, San Luis Obispo, California, USA)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 15 August 2016

1741

Abstract

Purpose

Millennials have an interest in luxury and premium products across all types of goods, but little is known about how this translates into their preferences for wine. In general, Millennials are spending less per bottle on wine than older generations, but what are the characteristics of the subset of Millennials who are spending more on wine? The purpose of this article is to develop an understanding of Millennials’ buying habits with regard to higher-priced, luxury wines.

Design/methodology/approach

A survey instrument was designed and used to collect responses from 189 Millennial wine drinkers in the US. Statistical tests and a binary probit model were used to analyze the results.

Findings

The findings suggest that there is a subset of US Millennials that present a viable market for luxury wines.

Research limitations/implications

This research is limited by the sample itself, as a relatively small, convenience sample of Millennial wine drinkers.

Practical implications

Wineries interested in targeting a Millennial crowd will benefit by recognizing that male, married Millennials with annual incomes of over $50,000 are more likely to buy higher-priced wines. In addition, findings suggest that traditional and non-traditional outlets for wine information are being used as these Millennials seek out information about wine.

Originality/value

While Millennial wine consumers are still developing their tastes, this is one of the first articles to isolate the Millennials who are buying higher-priced wines. This research sheds light on a potentially lucrative consumer segment.

Keywords

Acknowledgements

The authors wish to thank Michael Lau for his comments on the first draft of this article and Lynne Ludwick for her edits of the early draft. Errors and shortcomings are the authors’ own. The views in this article are those of the authors and do not necessarily represent those of their institutions.

Citation

Higgins, L. and Wolf, M.M. (2016), "Millennials as luxury wine buyers in the United States?", International Journal of Wine Business Research, Vol. 28 No. 3, pp. 190-205. https://doi.org/10.1108/IJWBR-08-2015-0029

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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