WINETECH Technical Yearbook 2020

category is doing well. It was again related to Gen Y need for connection with the product: “... they’re looking at other things – excitement, innovation, contemporary, something where they can see it’s different or has character, or it reflects something of their personality, or something they can connect to.” CONCLUSION Thi s paper provides a number of perspectives of wine industry role- players (i.e. wine industry side) on Gen Y consumers’ wine purchase behaviour in a retail setting. More details are available in Winetech Report IWBT W15/01 or from the authors. In a follow-up article, insights from Generation Y consumers (i.e. consumption side) will be presented. ACKNOWLEDGEMENTS DST/Winetech-funded project IWBT W15/01, NRF Bursary (CG), THRIP PR_ TP190214417702, and IWBT-US. REFERENCE Gevers, C., 2019. Insights into South African wine consumer behaviour: A mixed methods study. MSc thesis, Stellenbosch University, Stellenbosch.

one; it’s almost boringly simple, but it makes a big difference: Dry or sweet or fruity or crisp. Wooded or unwooded.” Gen Y holds the wine experts’ personal opinions in high regard and uses the information provided to choose the “best” wine. • The purchase or consumption situation will influence which wine is chosen The occasion for which Gen Y consumers are purchasing wine will influence their choice. For instance, consumers may choose a Sauvignon blanc or rosé on a hot summer’s day. The professionals mentioned that some consumers may not traditionally drink wine, but that a special occasion may encourage them to do so. The same is considered true for the purchase situation. In other words, where someone is purchasing wine will be dependent on why they are purchasing the wine. • Gen Y wants to try something different Although the consumers are likely to purchase wines they have experienced before, or brands they know, Gen Y is most likely to try something new. The professional experience that these consumers are becoming increasingly experiential. This was also used as an explanation why the craft beers

consumers find cultivars confusing. Some considered the cultivar information as an unnecessary burden for the consumers. However, this excluded the better-known cultivars, such as Sauvignon blanc and Merlot, which were considered to be generally recognised by the consumers. PRICE The professionals reinforced the importance of the price of the wine, similar to opinions voiced in published research. • Gen Y looks for an appealing sensory profile The “typical” Gen Y consumer looks for a specific taste and style of wine, which some professionals identified as especially sweeter, lighter-bodied red wines. Emphasis was put onto the importance of flavours to Gen Y. It was suggested that communicating flavours on the bottle label might be more important than communicating cultivar names. The importance of food and wine should also not be ignored, especially in SA where traditional meals differ amongst the multitude of cultures. It was considered important to know what the target market’s traditional foods are and with which wines they will pair. • Gen Y wants to connect with the wine on a personal or social level Due to their decreased experience with

wine, Gen Y consumers will be more inclined to select a wine they have tasted before. This has to do with their awareness of their peers’ opinion(s), also relating to their need for a wine to say something about their own perceived status or image. For a more expensive wine, or a good wine (known from past experience), the perception exists amongst Gen Y that their choice will reflect well on them within a social context. A wine may also be chosen if an emotional experience comes from purchasing it; they are more likely to purchase a wine if it evokes a positive feeling. • Gen Y wants to make an informed wine purchase decision The professionals were unanimous about the notion that Gen Y wants to know more about wine. An all- important aspect of wine is the story behind it. The more the Gen Y consumer knows about the wine, the more likely they will be to purchase it. Although this consumer segment wants to be educated on wine, it is important that the information is communicated in a simple, easy-to- understand manner. In the words of the wine consultant: “...communication on the label is absolutely vital – simple, key elements that interpret and communicate the flavour. A simple

For more information, contact Claudia Gevers at claudia@rcaconsult.com or Hélène Nieuwoudt at hhn@sun.ac.za.

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