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Making a connection: tasting rooms and brand loyalty
There is growing research on the value of winery tasting rooms/cellar doors as an avenue for relationship building with consumers resulting in greater brand loyalty. This paper aims to examine the role of tasting rooms in ...
How young people are socialised to wine: the experiences of the Generation Y cohort in the US and Australasia
(Academy of Wine Business Research, 2011-06)
While a great deal of wine marketing attention has focused on the wine consumption patterns of Generation Y, little is known about their wine socialisation; that is, the age, situation and influences which saw them first ...
Generation Y and sparkling wines: a cross-cultural perspective
The aim of this study was to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. A qualitative approach was adopted using focus groups with ...
Generation Y as young wine consumers in New Zealand: how do they differ from Generation X?
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 ...