Generation Z perceptions of rosé wine in Australia: from packaging to product

Research output: Contribution to conferencePaperpeer-review


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.
Original languageEnglish
Number of pages11
Publication statusPublished - 2021
EventInternational Conference of the Academy of Wine Business Research 2021 - Virtual/Online, France
Duration: 6 Jul 20218 Jul 2021


ConferenceInternational Conference of the Academy of Wine Business Research 2021
Abbreviated titleAWBR 2021
Internet address


  • Rosé Wine
  • Generation Z
  • Packaging
  • Product Appreciation
  • Australia

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