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The wine consumption preferences of young people a Spanish case study

The wine consumption preferences of young people a Spanish case study Purpose This paper aims to analyze the current wine consumption situation with special attention being paid to the habits and preferences of young consumers.Designmethodologyapproach The study was carried out on a sample of 318 consumers 50 per cent of the sample were under the age of 35 and 50 per cent were older. The information gathered was then subjected to the appropriate statistical tests. The lifestyles and images of wine consumption of those surveyed was first looked at, followed by the results obtained related to consumption of drinks such as water, fruit juice, soft drinks, beer and, of course, wine.Findings Lifestyles are changing and the results found here indicate that the under35s are concerned about their health and to maintain a healthy lifestyle. This is reflected in a certain negative view of wine with its consumption being reserved for special occasions. With regard to knowledge of Denominacion de Origen, the results are pointing out that a small sector of the under35 group had only a vague notion of its meaning. This situation suggests a need for promotional activity by business and institutions aimed at increasing the knowledge of young people have of wine.Originalityvalue This study offers information to the wine industry for the improvement of young consumers' knowledge of the meaning of Denominacion de Origen as a guarantee of the origin of a product and of its quality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

The wine consumption preferences of young people a Spanish case study

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References (41)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1751-1062
DOI
10.1108/IJWBR-2012-0007
Publisher site
See Article on Publisher Site

Abstract

Purpose This paper aims to analyze the current wine consumption situation with special attention being paid to the habits and preferences of young consumers.Designmethodologyapproach The study was carried out on a sample of 318 consumers 50 per cent of the sample were under the age of 35 and 50 per cent were older. The information gathered was then subjected to the appropriate statistical tests. The lifestyles and images of wine consumption of those surveyed was first looked at, followed by the results obtained related to consumption of drinks such as water, fruit juice, soft drinks, beer and, of course, wine.Findings Lifestyles are changing and the results found here indicate that the under35s are concerned about their health and to maintain a healthy lifestyle. This is reflected in a certain negative view of wine with its consumption being reserved for special occasions. With regard to knowledge of Denominacion de Origen, the results are pointing out that a small sector of the under35 group had only a vague notion of its meaning. This situation suggests a need for promotional activity by business and institutions aimed at increasing the knowledge of young people have of wine.Originalityvalue This study offers information to the wine industry for the improvement of young consumers' knowledge of the meaning of Denominacion de Origen as a guarantee of the origin of a product and of its quality.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: May 31, 2013

Keywords: Wine consumption; Young people; Spain; Wines

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