Purpose – The aim of this study is to investigate and compare the engagement of Generation Y consumers with champagne and sparkling wine across five Anglophone countries. Design/methodology/approach – A qualitative approach was adopted using focus groups with young consumers, including...

This paper aims to analyse Generation Y consumers' preferences for, interest in and attitudes towards different formats of health warnings on wine labels in two countries with different legal approaches: France and Italy. A Discrete Choice Experiment was realized on a sample of 500 wine...

This study aims to analyse the influence of alternative formats of health warnings on French and Italian Millennial consumers' choices of beer and wine. Two Discrete Choice Experiments were built for wine and beer and two Latent Class choice models were applied in order to verify the existence...

Purpose – The purpose of this paper is to investigate the way Hong Kong drinkers have internalised the meanings associated with alcoholic beverages and how these meanings influence the motivation to drink. Also of interest was how symbolic meanings and motivations are similar or different to...

Purpose: The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes. Design/methodology/approach: A qualitative...

Purpose: Tasting experiments involving willingness to pay (WTP) have grown over the past few years; however, most of them occur in formal wine-tasting conditions, removed from real-world experience. This study aims to conduct experiments on wine appreciation and willingness to pay in both...