Young adult interaction with wine in the UK
Author
Ritchie, Caroline
Date
2011Type
Article
Publisher
Emerald Group Publishing Limited
Metadata
Show full item recordAbstract
Purpose
– This paper aims to investigate how the 18‐ to 30‐age group currently interacts with wine in a variety of settings. It seeks to establish how young adults in the UK currently perceive, use, purchase and consume wine. This is the next generation of UK wine consumers.
Design/methodology/approach
– A total of seven focus groups were held throughout England and Wales. Participants were between the ages of 18‐30 and consumed wine. A gender balance reflecting UK wine consumption patterns was maintained. One focus group was run to incorporate atypical young wine consumers.
Findings
– Wine is for sharing but a bottle is too big for one person. This key result influences behaviours; younger adults may not buy wine, especially in the on‐trade, but with age this inclusivity increased consumption with partners and friends. Paradoxically, whilst the public image of wine remains as a civilised cultured beverage, it is often consumed during heavy drinking sessions in private situations. In addition, young adult consumers may not actually know how much they spend on wine, but use media to suggest suitable prices in public forums.
Research limitations/implications
– The sample population used was small and may not be representative quantitatively. However, the use of focus groups enabled the gathering of significant qualitative data.
Practical implications
– The 18‐ to 30‐age cohort is smaller than the 45 to 64s, who currently consume the most wine. Understanding how this population interacts with wine, identifying potential new markets, may enable the wine and hospitality industries to react effectively to their needs.
Originality/value
– Understanding how young adults interact with wine rather than their parents will increase understanding of changing behaviours in relation to the social usage of wine.
Journal/conference proceeding
International Journal of Contemporary Hospitality Management
Citation
Ritchie, C. (2011) "Young Adult Interaction with Wine in the UK", International Journal of Contemporary Hospitality Management, 29 [1], pp.99-114.
Description
Full text not available from this repository. Follow the enclosed URI link to the full text.
Collections
Related items
Showing items related by title, author, subject and abstract.
-
The effect of supplementary water consumption on the cognitive performance of young adults aged 18-25.
Murray, Catherine (Cardiff Metropolitan University, 2016)Background- While the effect of dehydration on cognitive function in adults has been extensively studied, there is little research on the effect of supplementary water consumption on cognitive performance. Methods- 29 ... -
A Study Aimed to Understand Why Student’s In Higher Education
Rushton, David (Cardiff Metropolitan University, 2014)The current population of young adults (18-25 year olds) are not meeting the recommended amount of physical activity (ONS, 2011; DCMS, 2013). In comparison studies have found that there is a major drop out percentage, ... -
Energy drinks; intakes, awareness and influencing factors toward their consumption amongst young adults in Estonia
Kuriks, Kadri (2018-03-01)Background Energy drinks (EDs) are a controversial new product group aggressively marketed to young adults (YAs). Their consumption is increasing globally yet there is limited research on the intake, awareness of the ...