Purpose – This research aims to examine Chinese consumers’ wine consumption and purchasing behaviour. Design …/methodology/approach – The study, conducted during the Chinese New Year in early 2006, used in‐depth interviews with 15 consumers in Guangzhou … that most Chinese consumers assume all wine is red wine and have little wine knowledge. Most respondents did not know of …

, regulators, beverage alcohol producers, researchers and consumers. The result of their work together was a report entitled …

more than men. Research limitations/implications – Consumers who are not necessarily comfortable with using the internet …

. Heterogeneity in attribute importance is investigated, with wine consumers classified into different segments according to attribute … was modelled and consumers were classified with a latent class model. Findings – The results indicate that American and … Spanish Millennial consumers present some similarities but also some differences in wine preferences. While Millennial …

, high and low involvement consumers) of the term in the French wine industry. The objective is to uncover if the definition … – French wine marketers can use these results to better understand how types of consumers perceive terroir and consider these …

Purpose – Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers … offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine. Design …

. Originality/value While Millennial wine consumers are still developing their tastes, this is one of the first articles to isolate …

foundational propositions. Specifically, this paper tests whether the wine preferences of novice wine consumers can be predicted … using novice consumers’ historic and current food and beverage consumption patterns and preferences. Design … preferences predicted the consumer wine preferences of novice wine consumers. Research limitations/implications The use of a …

reach millennial consumers and the importance of targeting to improve the effectiveness of winery on SM.  …