Higgins, Lindsey; Wolf, Marianne McGarry - In: International Journal of Wine Business Research 28 (2016) 3, pp. 190-205
of this article is to develop an understanding of Millennials’ buying habits with regard to higher-priced, luxury wines … that there is a subset of US Millennials that present a viable market for luxury wines. Research limitations … Millennials with annual incomes of over $50,000 are more likely to buy higher-priced wines. In addition, findings suggest that …