Special issue on Generation Y and wine

Citation

(2010), "Special issue on Generation Y and wine", International Journal of Wine Business Research, Vol. 22 No. 2. https://doi.org/10.1108/ijwbr.2010.04322baa.002

Special issue on Generation Y and wine

Special issue on Generation Y and wine

Article Type:Call for papers From: International Journal of Wine Business Research, Volume 22, Issue 2.

One important current area of focus for marketing research is the next generation of consumers – the group known as Millennials, Echo Boomers or Generation Y (the term used here). Generation Y comprises those born roughly between 1977 and 1999 (the precise dates are subject to discussion), and for the next 40 years this generational group will become increasingly important as wine consumers; indeed, it is posited that they already seem to be spending substantial amounts of money on wine and anecdotally in some countries this cohort is showing increasing interest in wine, although in other places (particularly in traditional wine-producing countries) their interest is said to be declining.

The wine industry generally seems aware that it needs to pay more attention to this cohort. One of the still open questions is how this generation differs in their communication behaviour, e.g. the usage of the internet and social networking. Additionally, a limited amount of academic research has examined the perceptions of this group towards wine consumption and wine tourism – although much of this has been concentrated on Anglophone countries, and specifically within a North American context.

In view of this background, and the significance of this cohort of potential drinkers, this special issue is designed to incorporate both conceptual and empirical research into Generation Y as wine consumers. It will be published in 2011, as Vol. 22 No. 2.

Some suggested themes for papers include:

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  Motivational perspectives relating to Generation Y and wine consumption.

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  Consumption and purchase behaviour, consumption occasions.

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  Marketing to Generation Y, particularly contemporary marketing techniques (E-commerce, buzz marketing etc.)

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  Gen Y and their relationships with wine brands.

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  Gen Y and wine involvement.

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  Generation Y and wine tourism.

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  Generation Y and wine in relation to other alcoholic drinks.

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  Issues relating to health, abuse, safe consumption and social problems.

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  Gen Y and how they differ from older generations.

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  Social networking, communication usage.

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  Segmentation issues.

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  Methodological issues.

However, these are not exclusive, and papers which cover other aspects of Generation Y and wine will be welcomed. Additionally, papers which consider Generation Y and wine in non-English-speaking countries are specifically sought. We encourage both quantitative and qualitative research approaches. It should be noted that conceptual papers should address the limitations of existing theory and highlight the options that wine-marketing researchers may consider in formulating future (empirical) research.

All papers should be original contributions and should not be under consideration for any other publication at the same time. All submissions will be reviewed in accordance with the established reviewing process of the International Journal of Wine Business Research. They will be evaluated on the basis of originality, contribution and rigour.

Due date for paper submissions: 15 July 2010

The Guest Editors

Dr Simone MuellerEhrenberg-Bass Institute for Marketing Science,University of South Australia, Australia

Prof. Steve ChartersReims Management School, France

Submission requirements

All authors should be shown and their details printed on a separate sheet. Authors should not be identified anywhere else in the paper.All submissions should be sent by hard copy or e-mail (preferred) addressed to the Guest Editors, to one of the following addresses:

Dr Simone Mueller (papers from the Southern Hemisphere)Ehrenberg-Bass Institute for Marketing Science,University of South Australia, GPO Box 2471,Adelaide 5000 SA, AustraliaE-mail: simone.mueller@marketingscience.info

Prof. Steve Charters (papers from the Northern Hemisphere)Reims Management School, 59 rue Pierre Taittinger,51100 Reims, FranceE-mail : stephen.charters@reims-ms.fr

The reviewing process

Each paper is reviewed by the appropriate Guest Editor and, if it is judged suitable for this publication, it will then be sent to two referees for double blind peer review. Based on their recommendations, the Guest Editors will jointly decide whether the paper should be accepted as it is written, revised or rejected.