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PurposeThe purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery.Design/methodology/approachA survey was developed to evaluate winery tasting room experiences based on standardized brand measurement scales. In total 80 millennials visited tasting rooms and then completed the survey to evaluate their experience.FindingsThe results of this research empirically support the anecdotal evidence that, through positive emotions associated with the tasting room experiences, wineries can cultivate relationships with millennial customers that may lead to long‐term, profitable relationships through continued patronage and brand loyalty.Originality/valuePractical application of this study suggests that carefully orchestrating a tasting room experience to create a positive experience for the millennial customer appears to be a critical component of post‐purchase attitudes and building brand equity. In addition, customer commitment, product quality, service quality, and fair pricing are also significant predictors of brand equity.

PurposeThe aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries.Design/methodology/approachA qualitative approach was adopted using focus groups with young consumers, including images and wine tasting as projective stimuli.FindingsThere were significant trans‐cultural similarities between consumption behaviour (sparkling wine is a women's drink, and a separate category from still wine, and that they will “grow into” drinking it) but also noticeable differences (responses to images and colours varied substantially, as did attitudes to price and the particular status of champagne).Research limitations/implicationsResearch into the behaviour of Generation Y as a cohort needs to take account of cultural as much as generational context. However, as a qualitative study the findings need further quantitative validation.Practical implicationsMarketers cannot view Generation Y as a single group; even within countries marketing strategies may need to be refined depending on where a product is being sold.Originality/valueNo trans‐cultural study on Generation Y has been carried out to date, nor has their engagement with sparkling wine been specifically explored.

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PurposeThe purpose of this paper is to focus on one product category, organic wine, to provide a possible explanation for consumers' purchase behaviors regarding organic wine. Specifically, the authors consider the role of environmental protection and hedonistic values and their impact on organic wine purchases.Design/methodology/approachHypotheses are proposed to examine relationships between environmental and hedonic values in organic wine purchasing. Online survey data were collected from 321 wine drinkers in the USA. Partial least‐squared analysis was used to test hypothesized paths between latent variables.FindingsIn total, ten of the 13 proposed linkages were supported by the data. Values reflecting the need for environmental protection and for living a hedonistic life were found to lead to belief systems that influence the purchase of organic wines.Research limitations/ implicationsThe results demonstrate that hedonistic and environmental protection values and beliefs can partially explain the propensity to purchase organic wines. The study is limited in that only two values were investigated.Practical implicationsThe results indicate several marketing implications for professionals around communication, promotion, and point‐of‐sale information for organic wine.Originality/valueThis is the first study to integrate environmental and hedonistic values to explain the purchase of organic wines.