INTERNATIONAL JOURNAL OF WINE BUSINESS RESEARCH

ISSN: 0954-7541

Special Edition on Generation Y and Wine

One important current area of focus for marketing research is the next generation of
consumers – the group known as Millennials, Echo Boomers or Generation Y (the term used
here). Generation Y comprises those born roughly between 1977 and 1999 (the precise dates
are subject to discussion), and for the next 40 years this generational group will become
increasingly important as wine consumers; indeed, it is posited that they already seem to be
spending substantial amounts of money on wine and anecdotally in some countries this cohort
is showing increasing interest in wine, although in other places (particularly in traditional
wine producing countries) their interest is said to be declining.

The wine industry generally seems aware that it needs to pay more attention to this cohort.
Additionally, a limited amount of academic research has examined the perceptions of this
group towards wine consumption and wine tourism – although much of this has been
concentrated on Anglophone countries, and specifically within a North American context.

In view of this background, and the significance of this cohort of potential drinkers this Special
Edition is designed to incorporate both conceptual and empirical research into Generation Y as
wine consumers. It will be published in 2011, as Volume 22, Issue Number 2.

Some suggested themes for papers include:

• Motivational perspectives relating to Generation Y and wine consumption.

• Consumption and purchase behaviour, consumption occasions.
• Marketing to Generation Y, particularly contemporary marketing techniques (E-
commerce, buzz marketing etc.)
• Gen Y and their relationships with wine brands.
• Gen Y and wine involvement.
• Generation Y and wine tourism.
• Generation Y and wine in relation to other alcoholic drinks.
• Issues relating to health, abuse, safe consumption and social problems.
• Gen Y and how they differ from older generations
• Segmentation issues.
• Methodological Issues.

However, these are not exclusive, and papers which cover other aspects of the Generation Y
and wine will be welcomed. Additionally papers which consider Generation Y and wine in
non English-speaking countries are specifically sought. We encourage both quantitative as
well as qualitative research approaches. It should be noted that conceptual papers should
address the limitations of existing theory and highlight the options that wine marketing
researchers may consider in formulating future (empirical) research.

All papers should be original contributions and should not be under consideration for any other
publication at the same time. All submissions will be reviewed in accordance with the
established reviewing process of the International Journal of Wine Business Research. They
will be evaluated on the basis of originality, contribution and rigour.

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DUE DATE FOR PAPER SUBMISSIONS: 15 July 2010

The Guest Editors

Dr. Simone Mueller

University of South Australia
Australia

Prof. Steve Charters

Reims Management School
France

Submissions Requirements

All authors should be shown and their details printed on a separate sheet. Authors should not
be identified anywhere else in the paper. All submissions should be sent by hard copy or email
(preferred) addressed to the Guest Editors to one of the following addresses:

Dr. Simone Mueller (papers from the Southern Hemisphere)

University of South Australia
GPO Box 2471
Adelaide 5000 SA
Australia
Email: Simone.Mueller@unisa.edu.au

Prof. Steve Charters (papers from the Northern Hemisphere)

Reims Management School
59 rue Pierre Taittinger
51100 Reims
France
Email : stephen.charters@reims-ms.fr

The Reviewing Process

Each paper is reviewed by the appropriate guest editor and, if it is judged suitable for this
publication, it will then be sent to two referees for double blind peer review. Based on their
recommendations, the guest editors will jointly decide about whether the paper should be accepted as
it is written, revised or rejected.