Purpose – The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. Design/methodology/approach – A qualitative approach was adopted using focus groups with young consumers, including...

Purpose – The primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible explanations for these differences, in terms of cohort,...

This study aims to analyse the influence of alternative formats of health warnings on French and Italian Millennial consumers' choices of beer and wine. Two Discrete Choice Experiments were built for wine and beer and two Latent Class choice models were applied in order to verify the existence...

This study aims to analyse the influence of alternative formats of health warnings on French and Italian Millennial consumers’ choices of beer and wine. Two Discrete Choice Experiments were built for wine and beer and two Latent Class choice models were applied in order to verify the existence...

Purpose – This study aims to investigate how strongly Generation Y consumers differ in their values, attitudes and wine and alcoholic beverage consumption behaviour from older generations. The comparison spans seven culturally different markets. Design/methodology/approach – Large...

Purpose – This paper aims to offer an in‐depth analysis of Generation Y's choices concerning the consumption of wine and other alcoholic drinks by examining the consumption situations in a traditional wine‐producing country. Design/methodology/approach – The study applied the multinomial...