Higgins, Lindsey; Wolf, Marianne McGarry - In: International Journal of Wine Business Research 28 (2016) 3, pp. 190-205
Purpose Millennials have an interest in luxury and premium products across all types of goods, but little is known about how this translates into their preferences for wine. In general, Millennials are spending less per bottle on wine than older generations, but what are the characteristics of...