Uncorking the Mystery of Marketing Wine to Generation Y: Lessons From Consumer Psychology

The current research demonstrates how Generation Y, “the next generation of wine consumers” ([@R32], p. 26), is different from other older generations in psychological and behavioral reaction to wine products. Seven hypothesized relationships are investigated using primary data (n=239). Generation Y consumes and purchases less wine than their older counterparts. Additionally, this younger generation has less wine expertise, is more likely to make price-quality inferences and be hedonically oriented. Contrary to expectations, this group is not more price conscious or prestige sensitive. These differences tied to the consumer psyche suggest potential strategies for effectively marketing wine and other related products and services to Generation Y.