Generation Y and sparkling wines: a cross‐cultural perspective

Abstract

Purpose

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

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

Findings

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

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

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

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

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