Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?

Abstract

The primary aim of this research was to identify the wine consumption behaviour of Generation Y in New Zealand, to explore if differences exist in the wine behaviour of Generation Y in comparison to Generation X, and to seek possible explanations for these differences, in terms of cohort, age and period. A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18-29 in 2008 with Gen X, aged 20-29 in 1998), cross sectional (comparing Gen Y in 2008 with Gen X, aged 30-39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008). The research focused on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.