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 representative samples totalling 11,622 wine consumers responded to a standardised …

consumers’ choices of beer and wine. Two Discrete Choice Experiments were built for wine and beer and two Latent Class choice …’ choices for wine and beer are influenced by framing, design and visibility of warnings. In both countries, the acceptance of … warnings is higher for beer than for wine and in both cases consumers show higher utility for a logo on the front label: on the …