Some wine marketing studies make reference to the importance of GenerationX as the next wave of wine drinkers, but draw attention to a glaring fact this next generation is consuming less wine than national averages. Whilst considerable amounts of information about GenerationX exist, few studies have addressed their underlying wine purchasing behaviours. A mock label for a red and white wine was developed and respondents were asked to indicate their probability of purchase and the price they would pay. A range of wine purchasing behaviour questions were included. A questionnaire was randomly presented in a mail survey to 1,144 New Zealand respondents drawn from a national wine mailing list n640 and an academic institution n504. No followup was undertaken and a 28 response rate was achieved. GenerationX wine consumers exhibited more differences than similarities to the older age cohort, with many differences being statistically significant. Whilst GenerationX purchase wines in a similar fashion, they are mainly light purchasers of bottled wine. GenerationX respondents showed a stronger likelihood of purchasing a neverbeforeseen wine and place a different emphasis on wine label information. More research on GenerationX and their behaviours as wine consumers is required.
International Journal of Wine Marketing – Emerald Publishing
Published: Feb 1, 2005