Purpose

The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales.

Design/methodology/approach

A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated.

Findings

The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment.

Originality/value

This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

中文翻译：

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世代队列理论与葡萄酒：分析Z世代与其他美国葡萄酒消费世代的不同之处

目的

本文的目的是确定美国Z世代葡萄酒消费者的葡萄酒消费偏好和行为，并确定Z世代是否与美国其他主要世代队列人群以及如何区别。本研究将世代队列理论的概念应用于美国葡萄酒市场，以检验年龄队列之间的异同及其对未来葡萄酒销售的潜在影响。

设计/方法/方法

进行了定量调查，对来自50个州的1,136名美国葡萄酒消费者进行了配额抽样。数据分析包括单向方差分析，以检验代际均值相等的零假设。如果测试在整个队列中检测到至少一个平均差异，则进行成对比较以确定哪些组存在差异。Tukey–Kramer方法用于所有事后测试。还计算了基本描述性统计数据。

发现

结果显示，在所有人群中，相似的消费水平和对红酒的较高偏爱有一些相似之处。但是，在大多数其他常见的葡萄酒消费者研究主题上，Z世代表现出显着差异。Z代消费者特别感兴趣的是，他们对起泡酒的偏好程度高于其他同类人群。喜欢在社交场合喝酒；对标签和包装更感兴趣；根据品种和酒精度做出决策，并更多地参与Instagram和Snapchat社交媒体平台-所有这些都针对达到这一新消费群所需的新营销策略。

创意/价值

这是第一项对葡萄酒进行实证研究的研究，旨在探索Z代在美国市场的葡萄酒偏好和行为。这很有价值，因为Z世代拥有大量的消费者，占世界人口的32％（Miller和Wei，2018），购买力已经超过1430亿美元（Dill，2015）。预计它们不仅会对美国乃至全球的消费品产生巨大影响。鉴于美国目前在数量和价值上都是世界上最大的葡萄酒市场（Wine Institute，2019; VinExpo，2018），因此重要的是对这一新一代强大的世代进行研究。