Millennial generation preferences for rose wine An exploratory study of the Italian and French markets

Purpose The purpose of this paper is to verify the preferences for the purchase of rose wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire knowledge in improving the positioning of this product in both the Italian and French markets. Design/methodology/approach The study involved a descriptive survey conducted between December 2018 and January 2019 on Millennials residing in Italy and France, intercepted via Facebook. In total, 500 valid responses to a highly structured self-administered questionnaire were collected. Descriptive and multivariate analysis techniques were used to examine the responses. Findings The two groups of Millennials show different preferences in the purchase of rose wine. French Millennials rarely buy the product, and perhaps only for reasonable prices. Their purchasing process involves no characteristics of particular importance. On the other hand, Italian Millennials buy the product with a higher frequency and show a greater propensity to spend. In general, they attribute greater importance (though not a great deal of importance) to the characteristics of the product, paying attention to both its intrinsic aspects and its territorial origin and the quality certifications. Research limitations/implications - The main limitation of the research is the small sample size. Future insights into the consumption of rose wine will be sought in other significant European markets. Practical implications - This study is of value to academic researchers, wine industry practitioners and other members of the wine distribution channel, as it provides insights into consumer behavior differences. Originality/value This research is the first to compare rose wine preferences of Millennials in France and Italy.