| Titre : |
To what extent French millennials' wine consumption habits differ from previous generations |
| Type de document : |
Mémoire |
| Auteurs : |
Marine BUTTIENS, Auteur |
| Année de publication : |
2020 |
| Importance : |
35 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
BIEN DE GRANDE CONSOMMATION ; COMPORTEMENT DU CONSOMMATEUR ; JEUNE ; VIN SECTEUR
|
| Résumé : |
Since 1950, France is experiencing a steady, and apparently irreversible decrease in wine consumption. While the image of a deep wine drinking culture still prevails in France, social, political and economic forces have shaped French wine consumption habits. Drastic changes can be observed regarding what individuals consume, why, how, when and in which company. Therefore, this research paper focus on the youngest wine consumers generation, and aims to understand to what extent French millennials’ wine consumption habits differ from previous generations. The observations are based on results of previous academic studies.
A generational rupture has been observed between millennials and previous generations in terms of wine consumption. Millennials consume less wine than their forefathers. While older generations used to consume wine more regularly, millennials tend to consume it occasionally, for special occasions. They are introducing a new wine consumption habit: the aperitif. They acknowledge wine is embedded in the French culture, and similarly to the previous generations, wine consumption plays a social role. However, millennials have far less wine knowledge than any other generation, and tend to be intimidated by the complexity of the offer.
Therefore it is necessary to listen to millennials expectations and educate them to the wine universe, in order not to erode the wine production culture in France. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Wine and Luxury Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529115 |
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To what extent French millennials' wine consumption habits differ from previous generations / 2020 
