Purpose – This paper aims to investigate how the 18‐ to 30‐age group currently interacts with wine in a variety of settings. It seeks to establish how young adults in the UK currently perceive, use, purchase and consume wine. This is the next generation of UK wine consumers....

Purpose – The UK wine market is one of the largest in the world. The purpose of this paper is to investigate current social and cultural influences affecting the buying behaviour of UK wine consumers within off‐trade environments. Design/methodology/approach – Three stakeholder groups...

Purpose – Most wine in the UK is sold in supermarkets and most of this on promotion. This holds down average bottle price squeezing profit margins when wine is sold below‐the‐line. This paper aims to develop understanding of what currently influences consumers to buy in supermarkets and...

Purpose – The purpose of this paper is to investigate drinking patterns; attitudes towards alcohol consumption and alcohol‐related behaviours amongst differing groups of young adults. A further aim is to investigate whether the drinking behaviours of undergraduate populations can be...

The world of champagne offers a fascinating insight into the complexity of modern business management and marketing. Champagne is at the same time a wine, a luxury product and a regional brand - it is tied to the place from which it comes, and can be made nowhere else. It therefore highlights a...