Abstract

The purpose of this study is to investigate and understand the role of wine in the everyday life of Generation Z members, comparing them to Generation Y. In the last several years, many studies have investigated the behavior of different generations, describing their attitudes toward wine consumption. However, it seems that no study has yet been conducted on the newest generation of consumers that represent the future for the wine industry: Generation Z. Through two focus groups and a questionnaire, we sample 277 students in the target generations and find that in only a few aspects are Gen Z and Gen Y similar. Gen Z drinks less wine; they usually do not buy it and, if necessary, they do so at a supermarket; they do not search for wine information online; and they value wine's health benefits rather than any environmental benefits. Our findings are relevant for academia as they launch a new debate and provide initial insights on the role of Gen Z in the wine industry. Moreover, the results have practical implications for attracting this new generation, as it is essential that managers consider some of the elements identified here to build future marketing campaigns.