Wine tourism and the generation Y market: any possibilities?

Abstract

Changes in the operating environment for the wine industry in Australia and New Zealand have led to an increasing focus on wine tourism as a potential distribution method to grow a winery’s individual consumer base. Wine tourism is also seen as a strategy for encouraging growth in consumption amongst new markets. This research investigated the alcohol consumption behaviour of the Generation Y market to determine current purchasing behaviour, and their participation levels and interest in wine tourism. The aim of the research was to establish if potential for growth existed within the Generation Y market, and possible marketing strategies to increase levels of participation in wine consumption and wine tourism. To achieve this aim a survey was conducted of university students in Australia and New Zealand.

The results showed that wine purchasing was limited within this group, as other alcohol such as beer and spirits were seen as easier and cheaper alternatives. However, the responses did show a potential for growth within this market. The research found that a large proportion of the respondents thought of wine tourism as an appealing tourism activity, and many had visited a winery. The results suggested that marketing which focuses on the leisure aspects of wine tourism, rather than highlighting the technical elements of a winery such as production and cellaring, would be most effective on this market. Furthermore, highlighting convenient travel methods and value for money was also found to be important, as the Generation Y markets financial situation was noted frequently as a limiting factor in wine purchase.