Skip to main content
padlock icon - secure page this page is secure

Wine for My Generation: Exploring How US Wine Consumers are Socialized to Wine

Buy Article:

$53.00 + tax (Refund Policy)

This study examined how four different cohorts of core US wine consumers (the Millennials, Gen Xers, Baby Boomers, and Traditionalists) were first introduced to wine, their current wine consumption preferences, and their attitudes about wine and its image. An online survey was used, resulting in 5939 usable responses. Results indicate similarities and differences in cohort preferences. This suggests a difference in motivations, and therefore, a needed difference in marketing and advertising to tap into the stimuli of these diverse cohort groups.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Document Type: Research Article

Affiliations: Marketing and Wine Business, School of Business and Economics, Sonoma State University, CA, USA

Publication date: March 1, 2007

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more