Wine for my generation: exploring how US wine consumers are socialized to wine.

摘要

This study examined how the 4 different generational cohorts of core wine consumers in the USA (the Millennials, born between 1977 and 1999; the Gen Xers, born between 1965 and 1976; the Baby Boomers, born between 1946 and 1964; and the Traditionalists, born between 1900 and 1945) 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 a usable sample size of 5939 respondents, including 793 Millennials, 1783 Gen Xers, 2313 Baby Boomers and 1050 Traditionalists. The results indicated significant differences between cohorts. The Millennials and the Traditionalists most frequently indicated that they started drinking "dry red wines", while the Gen Xers were more apt to have started with wine coolers and the Baby Boomers with either sweet sparkling wines or fruit wines. All 4 cohorts indicated that they were most likely to be currently drinking dry red wines, followed by dry white wines. Cabernet Sauvignon was most frequently purchased in the last 90 days by all 4 cohorts, followed by Merlot. In all cohorts, wine was most frequently consumed with meals at home, followed by meals in restaurants. In addition, all 4 cohorts most frequently associated wine with relaxation. It is concluded that there are differences between age cohorts in terms of wine socialization, consumption practices and motivations; however, there are some similarities in certain contexts.