Abstract
Purpose – The project was designed to gather data related to Generation Z (18-25-year-old people) perceptions of rosé wine so as to determine which factors influence their preferences.
Design/methodology/approach: The research process was based on standard two-stage wine marketing questionnaires, which focus first on the visual perceptions and then on wine appreciation. Questions on packaging, labelling, provenance and colour using a Likert scale and comments for eleven rosé wines mainly from France and Australia, and questions on wine smell and taste for five Australian rosé wines were answered by three cohorts.
Findings – Generation Z visual perceptions were most positively influenced by bottle shape and negatively influenced by wine colour (or glass colour). Generation Z wine appreciation demonstrated marked preference for slightly sweeter, fruity rosé wine.
Practical implications - This study sheds more light on the complex consumption decision-making process for rosé wine. An important managerial implication is the resistance to the current trend of providing minimal textual information on the label.
Design/methodology/approach: The research process was based on standard two-stage wine marketing questionnaires, which focus first on the visual perceptions and then on wine appreciation. Questions on packaging, labelling, provenance and colour using a Likert scale and comments for eleven rosé wines mainly from France and Australia, and questions on wine smell and taste for five Australian rosé wines were answered by three cohorts.
Findings – Generation Z visual perceptions were most positively influenced by bottle shape and negatively influenced by wine colour (or glass colour). Generation Z wine appreciation demonstrated marked preference for slightly sweeter, fruity rosé wine.
Practical implications - This study sheds more light on the complex consumption decision-making process for rosé wine. An important managerial implication is the resistance to the current trend of providing minimal textual information on the label.
| Original language | English |
|---|---|
| Pages | 70-80 |
| Number of pages | 11 |
| Publication status | Published - 2021 |
| Event | International Conference of the Academy of Wine Business Research 2021 - Virtual/Online, France Duration: 6 Jul 2021 → 8 Jul 2021 https://www.awbr2021.com/ |
Conference
| Conference | International Conference of the Academy of Wine Business Research 2021 |
|---|---|
| Abbreviated title | AWBR 2021 |
| Country/Territory | France |
| Period | 6/07/21 → 8/07/21 |
| Internet address |
Keywords
- Rosé Wine
- Generation Z
- Packaging
- Product Appreciation
- Australia