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Does this call for champagne?

How young consumers around the world perceive the drink differently

Bingley, United Kingdom, 11 July 2016 - With Generation Y now consuming more wine that than previous generations did at a similar age, the target market of young consumers is increasingly significant to the wine industry.  A new study by Emerald Group Publishing reveals that there are cultural differences amongst young consumer perceptions when it comes to wine and champagne, as not all associate the drink with the same meaning. 

In the study Status or fun? A cross-cultural examination of young consumers' responses to images of champagne and sparkling wine' from the British Food Journal,  the authors conducted focus groups with young consumers in New Zealand, Australia, US and UK. Each group was shown a number of images of champagne and wine on which they had to share their thoughts and perceptions. 
The research found that wine and champagne images in advertising are perceived differently around the world, which is something marketers need to consider when creating advertising campaigns for different cultures.
Lead author Natalia Velikova, Department of Hospitality & Retail Management, Texas Tech University said: “The issue of ‘class’ was very important to the UK focus group when considering the image of champagne. And while all cultures associate the beverage with a celebration, the UK market classed it as something only consumed during special celebrations and not, for example, on a ‘girl’s night out’.”

The research also explored young consumers’ perceptions in relation to tradition, heritage, the effects of alcohol and cultural values of ‘status’ and ‘fun’.  

The full research article ‘Status or fun? A cross-cultural examination of young consumers' responses to images of champagne and sparkling wine is free to access until 18 July, and can be accessed here.

The authors are available for interviews. 

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