Wine for My Generation: Exploring How US Wine Consumers are Socialized to Wine

Abstract

This study examined how four different cohorts of core US wine consumers (the Millennials, Gen Xers, Baby Boomers, and Traditionalists) 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 5939 usable responses. Results indicate similarities and differences in cohort preferences. This suggests a difference in motivations, and therefore, a needed difference in marketing and advertising to tap into the stimuli of these diverse cohort groups.