Millennial generation preferences for rosé wine

Abstract

Purpose The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire knowledge in improving the positioning of this product in both the Italian and French markets. Design/methodology/approach The study involved a descriptive survey conducted between December 2018 and January 2019 on Millennials residing in Italy and France, intercepted via Facebook. In total, 500 valid responses to a highly structured self-administered questionnaire were collected. Descriptive and multivariate analysis techniques were used to examine the responses. Findings The two groups of Millennials show different preferences in the purchase of rosé wine. French Millennials rarely buy the product, and perhaps only for reasonable prices. Their purchasing process involves no characteristics of particular importance. On the other hand, Italian Millennials buy the product with a higher frequency and show a greater propensity to spend. In general, they attribute greater importance (though not a great deal of importance) to the characteristics of the product, paying attention to both its intrinsic aspects and its territorial origin and the quality certifications. Research limitations/implications The main limitation of the research is the small sample size. Future insights into the consumption of rosé wine will be sought in other significant European markets. Practical implications This study is of value to academic researchers, wine industry practitioners and other members of the wine distribution channel, as it provides insights into consumer behavior differences. Originality/value This research is the first to compare rosé wine preferences of Millennials in France and Italy.

Tales of Georgian wine: storytelling in the Georgian wine industry

“…The only cross-criterion is food, culture and nation. This is not surprising as previous research clearly shows that such elements play an important role in marketing, but also for consumers' ability to relate to the product (Iaia et al, 2018;Iazzi et al, 2020;Maizza et al, 2017). For Georgia, legitimation is essential, because the wine market is highly competitive, but also because this is an old trade, consumers have a previous relation to the 'old and the new world'.…”

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“…But consumers are also influenced by taste and aromas; by the need to discover and experience new wineries and wines; by how functional the purchasing process is and by price (Maizza et al, 2017). Communication, especially digital communication needs to include the mentioned parameters and consider the differences in preferences between consumer segments (Iazzi et al, 2020).…”

Millennial university students’ valuation of traditional wine: Evidence from an experimental auction

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“…Notwithstanding potential limitations, a 5-point Likert scale was found suitable for the present study proposal. Th is number of items has been used in recent similar wine studies [15,19,44]. It has been suggested that this number can reduce respondent's frustration [51],and is also related to an increased response rate [52].…”