Generation Y preferences for wine: An exploratory study of the US market applying the best‐worst scaling

Abstract

Purpose

The purpose of this paper is to explore differences in wine preferences between Generation Y and older cohorts in the USA.

Design/methodology/approach

A total of 260 US consumers participated in a web‐based survey that took place in April 2010. The best‐worst scaling method was applied measuring the level of importance given by participants to a list of most common attributes used in choice of wine. Independent sample t‐tests were applied to compare the best‐worst scores between Generation Y and older cohorts.

Findings

Differences were found in the level of importance that Generation Y gives to wine attributes in comparison to older cohorts. Generation Y was found to attach more importance to attributes such as “Someone recommended it”, “Attractive front label” and “Promotional display in‐store”, whereas older cohorts gave more importance to attributes such as “I read about it” and “Grape variety”. This suggests that Generation Y preferences for wine are driven by marketing added‐value activities such as promotions and labelling, whereas limited importance is given to information about wine, reflecting lack of subjective knowledge, experience and involvement about wine.

Research limitations/implications

This research adds to generation‐based research in wine marketing and contributes towards a better understanding of the differences between generation cohorts in relation to their preferences towards wines.

Originality/value

This study is among the first to compare wine preferences of Generation Y with older cohorts using the best‐worst scaling method.

Citation

Chrysochou, P., Krystallis, A., Mocanu, A. and Leigh Lewis, R. (2012), "Generation Y preferences for wine: An exploratory study of the US market applying the best‐worst scaling", British Food Journal, Vol. 114 No. 4, pp. 516-528. https://doi.org/10.1108/00070701211219531