Millennial generation preferences for rosé wine: An exploratory study of the Italian and French markets
ISSN: 0007-070X
Article publication date: 17 December 2019
Issue publication date: 23 June 2020
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.
Keywords
Citation
Iazzi, A., Scorrano, P., Rosato, P. and Grandhi, B. (2020), "Millennial generation preferences for rosé wine: An exploratory study of the Italian and French markets", British Food Journal, Vol. 122 No. 8, pp. 2443-2461. https://doi.org/10.1108/BFJ-07-2019-0478
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited