A test on consensus to do literature search: for MBA students

A test on consensus to do literature search: for MBA students

My question: "What are the academic work on wine marketing for young people?"

The reply from consensus: "Research on wine marketing for young people highlights several strategies and insights aimed at engaging this demographic effectively.

Key Strategies for Wine Marketing to Young People:

1. Targeted Advertising and Packaging:

   • Young consumers, particularly Millennials, respond well to wine marketing that emphasizes fun, social, and relaxed settings. Innovative packaging and labels, as well as a focus on "value" wines, are effective strategies1.
   • Simplifying wine packaging and communication to align with young consumers' lifestyles can make wine less intimidating and more appealing5.

2. Events and Festivals:

   • Wine festivals and events are effective in attracting young people by offering socialization opportunities and entertainment. These settings help demystify wine and encourage interest among younger consumers2.
   • The "Wine Brats" movement exemplifies efforts to engage young consumers through educational programs and events, promoting a relaxed and enjoyable wine culture2.

3. Educational Approaches:

   • A holistic approach to wine education, such as using visual and experiential learning methods, can increase young consumers' appreciation and enjoyment of wine. This is particularly effective for those with little prior wine education3.
   • Digital platforms and virtual wine tastings can engage younger generations by offering interactive and accessible wine education3.

4. Understanding Preferences:

   • Young urban adults prioritize attributes like wine type, brand, grape variety, and price when choosing wines. Gender differences also play a role, with males preferring barrel-aged wines and females focusing on wine type and design4.

5. Addressing Perceptions:

   • The perception of wine as old-fashioned and formal can deter young consumers. Marketing strategies should aim to reposition wine as a modern and versatile beverage suitable for various occasions5.

Conclusion: Effective wine marketing for young people involves creating engaging, accessible, and relatable experiences. By focusing on innovative packaging, social events, and tailored educational approaches, the wine industry can better connect with younger consumers and foster long-term interest in wine.

Pro Analysis of 10 papers

Related

What are effective strategies for wine marketing to youth?

Trends in wine consumption among young adults

Impact of wine festivals on young consumer engagement

Results

Results

1

Market segment analysis to target young adult wine drinkers

Greater wine advertising to Millennials is needed, focusing on fun, social settings, innovative packaging, value wines, taste enhancements, and environmental emphasis.

Highly Cited

2006·221Citations·Elizabeth C. Thach et al.·

Agribusiness

2

Motivations of young people for visiting wine festivals.

Young visitors to wine festivals are motivated by socializing, entertainment, and learning about wine, which can influence their attitudes and potential wine purchases.

Ask this paper

2006·63Citations·Tim H. Dodd·

Event Management

3

Developing Wine Appreciation for New Generations of Consumers

A holistic approach to wine education leads to greater liking for wine, especially among consumers with no prior wine education.

2020·6Citations·K. LaTour et al.·

Cornell Hospitality Quarterly

4

Young Urban Adults' Preferences for Wine Attributes: An Exploratory Study of the Republic of Macedonia Wine Market Applying the Best-Worst Scaling

Young urban adults in Macedonia prioritize wine attributes like type of wine (red/white), brand, grape variety, and price, with gender differences in preferences.

2013·0Citations·H. Hristov et al.·

5

APPLICATION OF USABILITY CONCEPTS IN WINE MARKETING: A MULTIDISCIPLINARY REVIEW

Usability concepts in wine marketing can improve perception and understanding of wine for young and novice consumers by simplifying decision-making and making the product less intimidating.

Literature Review

2015·2Citations·C. CHIVU-DRAGHIA et al.·

AgroLife Scientific Journal

6

Contributions from Literature for Understanding Wine Marketing

This study explores wine marketing through bibliometric analysis, highlighting the importance of new technologies, climate change, logistics, and regulations, while highlighting the importance of price, quality, and winery strategy for consumers.

Literature ReviewAsk this paper

2021·16Citations·V. Martinho·

Sustainability

7

Alcohol marketing and youth alcohol consumption: a systematic review of longitudinal studies published since 2008

Greater exposure to alcohol marketing is associated with increased likelihood of initiating alcohol use and engaging in binge or hazardous drinking among youth.

Systematic ReviewRigorous JournalHighly Cited

2017·335Citations·T. Babor et al.·

Addiction

8

Alcohol Marketing and Adolescent and Young Adult Alcohol Use Behaviors: A Systematic Review of Cross-Sectional Studies

Exposure to alcohol marketing is positively associated with alcohol use behaviors among adolescents and young adults.

Systematic Review

2020·44Citations·Laura J. Finan et al.·

Journal of Studies on Alcohol and Drugs. Supplement

9

Why do you drink? A means-end approach to the motivations of young alcohol consumers

Young consumers perceive beer and spirits as more socially acceptable than wine, highlighting the need for effective communication strategies to prevent dangerous binge drinking behaviors.

2017·20Citations·Sara Fabbrizzi et al.·

British Food Journal

10

Marketing alcohol to young people: implications for industry regulation and research policy.

More research is needed to develop a comprehensive regulatory structure and monitoring system for alcohol marketing to young people, as current voluntary regulation is ineffective and industry practices are evolving."

Note: a powerful tool on literature search