Abstract
In recent years there has been a generational shift, and wine consumption of Generation Z is emerging. In our study we aim to explore the main drivers of wine purchase decisions of young Bulgarians. We explored a sample of 176 Bulgarian residents, aged 19-25, living in Northeastern Bulgaria. The results of our study show that in their wine consumption young Bulgarians are not differentiated by variables like sex, place where they live and living in couples or single. Among the main sources of difference in the perceptions of young Bulgarians towards wine are their predisposition to buy expensive wines and the practice to mix wine drinking with the drinking of other alcoholic beverages.
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