Exploring Wine Consumer’s Behaviour of Slovak and Czech Z Generation: a Pilot Study

Abstract

The article presents results and findings from the pilot study realized in the Slovak and Czech young generation. It endeavours to answer how Z Generation consume wine, explore actual consumer behaviour, and whether there exist some dependencies between their behaviour and regular habits. The methodology includes questionnaire survey with a sample of 789 wine consumers (400 Slovak; 389 Czech). Most young people indicated 2-3 times per month consumption with 10-15 litres overall consumption. Respondents’ motives for drinking wine are largely driven by taste and relaxation. Further, our survey shows that young consumers of both countries have very similar personal habits for drinking occasions and drinking frequency. Lastly, results also show the level of education should be a vital aspect for specific drinking locations. To connect young generation and increase wine consumption, wineries should focus on understand market behaviour, preferences and attitudes.