Wine through the eyes of two generations

Abstract

Wine is a specific product in which the consumer expects an extended level of satisfaction. This applies to such characteristics as the quality of the wine, the variety, its balance, the enjoyment of its consumption. That is why consumers often pay attention to things such as the brand image, the wine-growing region, the year of production or awards from prestigious exhibitions when choosing this type of product. The aim of this paper is to identify important factors when choosing a wine, and develop recommendations for small winery Alora regarding generational-based segmentation. The study revealed that members of Generation Y drink wine more often, they like modern labels and the label of the Alora winery attracted them more than Generation X. Generation X looks like a suitable target group because it appreciates the domestic origin, wine-growing area, and other factors, which a small winery meets or can adapt to.