Generation Y's perception of wine and consumption situations in a traditional wine‐producing region

Abstract

Purpose

This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country.

Design/methodology/approach

The study applied the multinomial logit model involving a sample of Generation Y alcohol consumers in a city in Northern Italy. Choice sets were constructed using the Bayesian efficient design, and each choice set included four consumption situations: at bars or pubs, at discos, at home and at restaurants or pizzerias.

Findings

Generation Y is aware of the different functions of alcoholic beverages in different consumption situations. Further, the type of company they keep influences their choice of beverage. Wine is the preferred drink in situations or occasions of conviviality or hospitality. However, this result only partly follows the traditional model of wine consumption. Segmentation elements are highlighted by considering gender and age.

Practical implications

The research identifies some advantages of wine over other types of alcoholic beverages and some weaknesses in the strategies of wine companies. Consequently, six marketing topics emerge in order to develop a constructive relationship with Generation Y in Italy.

Originality/value

This paper applies discrete choice models to consumption situations in order to analyse the variety of contexts, components and products compared with Generation Y's preferences. It analyses the role of consumption situations in driving behaviour choices towards alcoholic beverages.

Citation

Agnoli, L., Begalli, D. and Capitello, R. (2011), "Generation Y's perception of wine and consumption situations in a traditional wine‐producing region", International Journal of Wine Business Research, Vol. 23 No. 2, pp. 176-192. https://doi.org/10.1108/17511061111143025