Two models of representation for the baby boom and millennium generations in France: 'elitist identity capital' v. 'universal, democratic capital'

Abstract

Profound changes in France's wine-drinking habits (reduced consumption, rise of rosé wine, etc.) have occurred alongside long-term societal phenomena such as increased life expectancy and the internet revolution. The aim of this article is to analyse these developments from the angle of the concept of generation, initially defined by American sociologists. Two qualitative studies carried out five years apart and focusing on France's two largest generations, revealed a distinct generation gap between baby boomers and millennials in terms of 'representations of wine' and 'wine culture'. Our results show that the system of representation for both generations is based on two opposing socio-cultural wine models: an 'elitist identity capital' for the baby boomers, integrating the following four dimensions: France, terroir, history and gastronomy; and a 'democratic and universal capital' for the millennium generation, capitalising on four values (simplicity, accessibility/shedding of complexes, sharing and instant gratification). These two comprehensive models are reflected in specific marketing strategies for each of the generations.