Abstract
ABSTRACTSegmenting wine consumers by generation is a popular and commonly discussed marketing strategy. However, much of the academic research related to generational segmentation is dated and in need of further study. Wine tastes are malleable, and as consumers within each generation age, their preferences for wine and wine buying habits change. The aim of this research was to further define the differences between generations with regard to wine preferences and purchasing behavior, paying specific attention to those that are heavy spenders. Through statistical tests and a binary probit model, results suggest significant differences between generations and an apparent need for distinctly different marketing strategies when targeting one generation compared to the other. Heavy spenders tend to be male, Baby Boomers, use magazines for information about wine and are wine enthusiasts.
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