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The growing (good) bubbles: insights into US consumers of sparkling wine

Marco Lerro (Department of Law Economics Management and Quantitative Methods, Universita degli Studi del Sannio, Benevento, Italy)
Riccardo Vecchio (Department of Agriculture, University of Naples Federico II, Naples, Italy)
Concetta Nazzaro (Department of Law Economics Management and Quantitative Methods, Universita degli Studi del Sannio, Benevento, Italy)
Eugenio Pomarici (Department of Land, Environment, Agriculture and Forestry, University of Padua, Padova, Italy)

British Food Journal

ISSN: 0007-070X

Article publication date: 23 September 2019

Issue publication date: 23 June 2020

Abstract

Purpose

The purpose of this paper is to investigate sparkling wine consumption behavior and preferences of a large sample of US consumers (n=1,096) exploring the differences among genders and generational cohorts.

Design/methodology/approach

The sample has been drawn from Wine opinions, a specialized market research company with a large online panel of US wine consumers. Data were collected through a survey mailing model, administering a structured questionnaire.

Findings

Findings reveal that consumption frequency between genders is not statistically different and women generally prefer sparkling wines priced below $15. Baby Boomers is the generation with the lowest sparkling wine consumption frequency. Furthermore, Generation X and Baby Boomers have the highest consumption frequency in the price range $15–$19.99, while Millennials in the $10–$14.99 one.

Originality/value

The study sheds light on the changing consumer attitudes to create competitive advantages for wineries. Specifically, it provides valuable marketing insights into the peculiarities of sparkling wine consumption for each generation (e.g. price-point preferences and type of wine).

Keywords

Citation

Lerro, M., Vecchio, R., Nazzaro, C. and Pomarici, E. (2020), "The growing (good) bubbles: insights into US consumers of sparkling wine", British Food Journal, Vol. 122 No. 8, pp. 2371-2384. https://doi.org/10.1108/BFJ-02-2019-0139

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited