Carla Silva & António Azevedo
2011 IWINETC – Oporto
GENERATIONS X AND Y: Understanding perceptions of wine and cellar door experiences as a means to motivate.
The wine industry has become increasingly competitive with a known surplus of wine on the global market. Many studies have concentrated their efforts on meeting the needs of the existing Baby Boomer population, aged between 44 and 65. However, to ensure sustainability, it is crucial that wineries with cellar door services explore the perceptions of the future Generations X (born between 1965 and 1977) and Y (born between 1977 and 1994. In this study 1988, and not 1994, is the year taken into consideration given that 21 is the legal drinking age in some countries and states), due to their segment size and buying power. The purpose of this study is to understand these market segments’ perceptions on wine, determine their demographic and psychographic profiles, using social networking platforms, and conduct cellar tour visits in both an old and a new wine country, in order to determine their expectations and satisfaction with the cellar tour visit.