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  • 2011 Portugal Speakers
  • Carla Silva & António Azevedo

    April 10, 2011 •

    By winepleasures

    Speaker Notes

    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.

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International Wine Tourism Conference

Founded in Spain in 2009, the International Wine Tourism Conference has now accommodated over 700 wine tourism professionals in 45 different countries throughout the world.

Though opportunities for international networking, professional development, and world class industry information you will find that our conferences and workshops offer unique ways to discover grape escape destinations around the world.

IWINETC is the destination for those involved in wine, gastronomy and tourism. So come along and share your point of view and gain from the experience of others.

Past Conferences

  • 2019 Basque Country, Spain
  • 2018 Budapest, Hungary
  • 2017 Sicily, Italy
  • 2016 Barcelona, Spain
  • 2015 Champagne, France
  • 2014 Tbilisi, Georgia
  • 2013 Zagreb, Croatia
  • 2012 Perugia, Italy
  • 2011 Porto, Portugal: Speakers

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Tel: +34.93.897.70.48
Email: info@winepleasures.com

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