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This study aims to explore the nature of Chinese young adults' (CYAs) wine drinking behaviour. It also aims to examine CYAs' wine knowledge and establish whether there are positive relationships between wine knowledge and wine drinking behaviour variables.

Information was obtained from a convenience sample of 414 university students in China using the self‐administration data collection method. The nature of CYAs' basic wine knowledge and wine drinking behaviour including wine drinking frequency, venue, and purpose of wine drinking were examined in the survey.

The majority of CYAs lack even the most basic wine knowledge. Generally, they drink wine infrequently. A large proportion of CYAs prefer red wine (92 per cent) to white wine (7 per cent). Most (60 per cent) CYAs like to drink wine at home, followed by hotels (21 per cent) and restaurants (15 per cent). About 60 per cent of CYAs drink wine for social communication while 27 per cent drink for body health reasons. A high 96 per cent of CYAs consider themselves likely to drink wine in the future. Significant differences exist between the genders in wine knowledge and likelihood of future wine drinking. Strong correlations were found between consumer wine knowledge and frequency and likelihood of future wine drinking.

The paper provides an overview of CYAs' wine drinking behaviour by a convenience sample investigation, which could not elude generalization and simplification. Considerable regional diversity in China compels differentiated regional studies in terms of wine purchasing, wine culture and wine marketing.

The paper contributes a baseline study on CYAs' wine knowledge and wine drinking behaviour. It also gives some managerial implications for wineries and wine marketers that will be helpful to wine companies in understanding the emerging Chinese wine market and in enacting wine marketing strategies more effectively.

This study aims to examine within-family and peer communication (type and frequency) and subsequent wine consumption of young adults. Specifically, this research investigates whether the distinct types of technical, prohibition and moderation-based communication affect wine knowledge, responsible drinking practices, and ultimately, wine consumption.

The authors adopted an econometric approach based on a cross-sectional study with data collected from a large sample of 1,466 students in France.

The authors show that wine technical-based messages from parents help young adults acquire knowledge about wine, which in turn increases consumption. Also, moderation-based messages make young adults both, more knowledgeable about wine and, as expected, more responsible in terms of drinking practices, subsequently limiting their consumption. Finally, prohibition-based messages marginally decrease wine knowledge and have no impact on responsible drinking practices.

This article provides relevant recommendations for public policymakers and brands, who should target parents and peers as part of their responsible drinking communication or advertising campaigns.

To fill a gap in the literature on young consumer behavior and food marketing, this research primarily investigates the relationship between family (and peer) communication and young adults' wine consumption, particularly whether and how, which type(s) of parental communication influences young adults' wine knowledge and adoption of responsible drinking practices.

The purpose of this paper is to explore how gendered wine-drinker identities are constructed through stories of wine consumption in Kenya.

The data comes from a corpus of 19 in-depth semi-structured interviews collected in Nairobi, Kenya. Taking a narrative approach, this paper uses positioning theory as a fine-grained linguistic methodological tool to analyze stories of gendered wine consumption.

A key finding of the study is that wine consumption can enact, and be enacted by, wider normative societal gendered discourses of what men and women should and, should not, be drinking. In short, in some societies (Kenya being an example here) men drinking wine is subject to the normative gaze of their peers; and if men drink wine, they are not considered “real men.” This is so even when chatting up women, in which case male wine-drinkers are ascribed to the subordinate male identities of either the “new man” or the romantic man. However, male wine-drinkers can retain a real man identity if they are wealthy (and powerful) enough not to care what other men think.

The study provides new insights for targeting consumers in emerging export markets. Wine companies need to be aware that the purchase drivers in established markets may not be central to consumers in developing markets. In developing markets, wine consumption may be influenced by the normative gaze of peers which enacts, and is enacted by, societal gendered discourses. Crucially, a thorough understanding of consumer behavior leads to a more critical consideration for focused marketing strategies aimed at establishing relationships with customers in developing markets.

The study offers an original contribution to the barely existent body of knowledge on wine consumption in sub-Saharan Africa and gendered wine-drinking identity construction. Additionally, from a methodological perspective, no previous study on wine consumption has used a narrative identity approach to the fine-grained linguistic analysis of transcripts of stories elicited during research interviews.

This paper explores the reasons why consumers choose wine over other alcoholic beverages, with a focus upon the beliefs held by consumers towards the behaviour of wine drinking. The research findings show that attitudes are somewhat more predictive of the intention to drink wine than perceived social pressure. Nevertheless, both attitudinal and normative elements are required to adequately explain wine consumption. Despite the fact that the issue of health figured prominently amongst the salient beliefs identified in the qualitative phase of the research, the subsequent quantitative research found that drinking wine because of its purported health benefits was not a significant attitudinal or behavioural factor. Drinking wine because it provides ‘a variety of tastes and flavours’ and because it ‘goes well with food’ was found to be significantly more important. The results suggest that efforts to actively promote awareness of the health benefits of wine drinking may have limited value.

Wine consumption has increased worldwide by 5.6% since 1994. All the major wine consuming regions have reported increases in consumption: Asia (China, Japan, South Korea, Singapore and Taiwan), Northern Europe (Denmark, Sweden, Finland and Norway) and North America (USA and Canada) have experienced the largest increases of 68%, 29.9% and 23.6% respectively. This study investigates the wine drinking patterns of people in Hong Kong. The findings indicate that nearly half of all local adults have drunk wine over the past year. There was an almost equal distribution between male and female wine‐drinking respondents. Wine‐drinkers in general were found to have higher education levels, better jobs and to earn more money. Half of the wine consumption was found to occur in both Western and Chinese restaurants and surprisingly 40% of the wine was consumed at home. Half of the wine was purchased in local supermarkets. Red wine was much more popular than both white and sparkling wine and the preferred country of origin was France. Hong Kong wine drinkers were, however, found to be infrequent consumers of the product.

In persuading people to drink your wine instead of someone else's it is essential to know what will make them change, and what will deter them from changing again. In their theory of reasoned action Fishbein and Ajzen (1975) developed a model designed to achieve just that Reasoned action theory starts from the premise that people make rational choices which are influenced by their attitudes towards (say) a product and by their response to social norms. In this study the model, which has a good record in identifying the determinants of a wide range of voluntary behaviour, was applied to wine drinking behaviour. Data were collected by means of a questionnaire administered to 142 respondents. Unexpectedly, the results showed that the decision to drink wine is influenced mostly by the expectations of other people, but that wine drinking is not ‘social’ in a formal sense. Attitudinal beliefs, specifically ‘taste’, were only secondary determinants of behaviour. Significantly, other than taste no attitudinal factors had any appreciable influence on wine drinking. These findings have practical applications which are discussed in the final section of the article.

This study aims to identify the preferences of wine consumers based on age cohorts to identify differences in consumption from a developing country perspective, with a predominantly younger population, to determine wine consumption longevity.

The target population was wine consumers in South Africa. Through convenience sampling, the data were collected in 2020 via a self-administered online questionnaire. In total, 20,997 fully completed the questionnaire. The age categories of the respondents were assigned to a particular age cohort to differentiate the market.

The age cohorts revealed five cohorts, namely, Gen Z: 18–24 years (11%); Young Gen Y: 25–34 years (32%); Mature Gen Y: 35–44 years (25%); Gen X: 45–54 years (17%); and Baby boomers: 55+ years (15%). Segmenting South African wine consumers based on their age cohorts revealed statistically significant differences based on their socio-demographics, wine preferences and consumption behavior. A typology of domestic wine consumers is consequently proposed: basic, budget conscious and image-oriented wine drinking Gen Z’s; experimenting and enjoyment-oriented wine drinking Young Gen Y-ers; aspirational and purposive wine drinking Mature Gen Y-ers; ritual-oriented, avid and conspicuous wine drinking Gen X-ers; and conservative, value-seeking and experienced wine drinking Baby Boomers.

This knowledge has important marketing implications and can create a greater appreciation for South African wines among the different age cohorts. The research shows the value of the generational theory in understanding wine consumers’ consumption and highlights the importance of analyzing different generations rather than solely focusing on one, as this could lead to mismanagement of resources.

This is one of the most comprehensive national surveys aimed at the South African wine consumer. The research fills the current literature gap regarding the characteristics of the different age cohorts and shows how wine consumption and preferences may change over time.

This paper aims to investigate how the 18‐ to 30‐age group currently interacts with wine in a variety of settings. It seeks to establish how young adults in the UK currently perceive, use, purchase and consume wine. This is the next generation of UK wine consumers.

A total of seven focus groups were held throughout England and Wales. Participants were between the ages of 18‐30 and consumed wine. A gender balance reflecting UK wine consumption patterns was maintained. One focus group was run to incorporate atypical young wine consumers.

Wine is for sharing but a bottle is too big for one person. This key result influences behaviours; younger adults may not buy wine, especially in the on‐trade, but with age this inclusivity increased consumption with partners and friends. Paradoxically, whilst the public image of wine remains as a civilised cultured beverage, it is often consumed during heavy drinking sessions in private situations. In addition, young adult consumers may not actually know how much they spend on wine, but use media to suggest suitable prices in public forums.

The sample population used was small and may not be representative quantitatively. However, the use of focus groups enabled the gathering of significant qualitative data.

The 18‐ to 30‐age cohort is smaller than the 45 to 64s, who currently consume the most wine. Understanding how this population interacts with wine, identifying potential new markets, may enable the wine and hospitality industries to react effectively to their needs.

Understanding how young adults interact with wine rather than their parents will increase understanding of changing behaviours in relation to the social usage of wine.

Confucian philosophy emphasizes gender roles that place significant restrictions on the consumption of non-traditional products. The authors use wine to advance our understanding of how South Korean female consumers have established a new female gender role and identity by adopting new communities that allow non-traditional consumption while still accepting gender roles. This paper aims to examine how South Korean female consumers create a unique consumption culture with respect to wine consumption.

A hermeneutic approach was adopted to understand what motivates South Korean female consumers to join a wine consumption community and their perceptions about consuming wine. Researchers conducted 26 semi-structured face-to-face interviews that ranged from 45 to 120 min, with an average duration of 1 h.

The results of the study suggest that wine can be a medium for emancipating women from traditional gender roles and social images of women embedded in South Korean society that call for women to sacrifice themselves for their families. In addition, the study’s findings suggest that Western wine marketers need to understand the power of wine consumption communities that are a unique consumption ritual among South Korean female wine consumers.

South Korean female respondents drink wine as both a way to seek pleasure through a Western alcoholic beverage and to consume and experience Western culture and lifestyles. However, South Korean female respondents tend to drink wine within consumption communities, which are a powerful consumption ritual in South Korea. In other words, although South Korean female respondents consume wine to experience and learn about Western culture and lifestyles, they have entirely not abandoned their traditional consumption rituals.

The primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible explanations for these differences, in terms of cohort, age and period.

A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18‐29 in 2008 with Gen X, aged 20‐29 in 1998), cross‐sectional (comparing Gen Y in 2008 with Gen X, aged 30‐39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008).

In relation of wine consumption, there is no difference in the proportion of Gen X and Gen Y in New Zealand consuming wine as young adults, which is remarkably similar to the proportion of wine drinkers in the population as a whole. In terms of the evidence reported elsewhere that Generation Y are consuming more wine, and at a younger age, than their Gen X counterparts, this research supports this contention; New Zealand Gen Y are drinking wine more frequently, and in more everyday contexts than their older counterparts were at a similar age, although they are less likely to consume wine on special occasions.

The research focuses on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.

This is the first research project to explore the wine behaviour of Gen Y in a New Zealand context. This research has used a random and representative sample and has been able to analyse cross‐sectional, longitudinal and time‐lag data for Gen Y and Gen X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.