Marketing Implications for Consumer Behavior Occasions: A Focus on Millennial Wine Drinkers

Author: Liz Thach, MW, Ph.D.

Publication: Franklin Business & Law Journal

Publication Date: June 2013

Abstract:
Wine consumption in the US has increased by 35% in the past decade. Experts suggest that Millennials, or wine consumers between the ages of 21 and 34, are driving much of this growth, yet there is a lack of information on the types of occasions in which they consume wine as well as millennial segmentation. The purpose of this study of was to examine the impact of Millennial education level on wine consuming occasion. In addition, information on why Millennials prefer to drink wine in certain situations, as well as bottle prices they are willing to pay and type of wine format/packaging are explored. An online survey of 581 US Millennials was conducted. Results show that those who have a college degree are apt to drink more wine in more situations than Millennials who do not hold a degree - however, reasons for drinking wine vary by educational background.