to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible …

Some wine marketing studies make reference to the importance of Generation‐X as the next wave of wine drinkers, but … amounts of information about Generation‐X exist, few studies have addressed their underlying wine purchasing behaviours. A … institution (n=504). No follow‐up was undertaken and a 28% response rate was achieved. Generation‐X wine consumers exhibited more …