WINETECH Technical Yearbook 2020

As much as wines differ from one another, so do the consumers at different stages of the journey of getting to know and enjoy wine, and each attaches a different set of values to wine. INTRODUCTION To know what their consumers want is essential for any business. In the wine business, this is not a straightforward task, partly due to the complexity of the product and partly to consumer uncertainty. The circumstances that face the consumer when having to select a bottle of wine in retail are, mildly speaking, intimidating for the CLAUDIA GEVERS 1 , CHRIS PENTZ 2 & HÉLÈNE NIEUWOUDT 1 : 1 Department of Viticulture and Oenology, Stellenbosch University; 2 Department of Business Management, Stellenbosch University KEYWORDS: Consumer, Generation Y, wine purchase behaviour Which wine and wh(Y)? Industry perspectives on Generation Y consumers’ wine selection behaviour JULY 2020

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