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...

Both the German and the Hungarian wine markets belong to the "old world" European winemaking heritage and each have long winemaking traditions; however, since the 1950s, they have gone through completely different changes as political and economic circumstances greatly influenced the development...