UNDERSTANDING CONSUMER PREFERENCES FOR WINE: A COMPARISON BETWEEN MILLENNIALS AND GENERATION X

The present research explores particularities of consumer behaviour of Millennials and Generation X, aiming to a better understanding in order to increase the engagement of younger generations with wine. The study is based on a survey of 91 respondents aged 18 to 50 years, concerning their preferences, motivations and occasion of consumption in regards to wine and other alcoholic beverages. Results show that for Millennials alcoholic beverage consumption occurs most often outside their home, some contexts being identified where wine was not available but they would have liked it to be. They associate drinking with socialising, the strongest motivation of consumption being the enjoyment of the drink with friends and family, but they also consume wine mainly on special occasions, considering it a sophisticated drink or preferring a lower alcohol beverage for more frequent use.