Millennial Wine Consumers: Attitudes towards Alternative Wine Packaging Primary Investigator Nicholas E. Johnston Research Assistant Texas Wine Marketing Research Institute Texas Tech University 1301 Akron Avenue Lubbock, TX 79409-1240 Tel. 806-834-4215 Email: [email protected] Project Supervisor Dr. Natalia Velikova Associate Director / Associate Professor Texas Wine Marketing Research Institute Texas Tech University 1301 Akron Avenue Lubbock, TX 79409-1240 Tel. 806-834-3589 Email: [email protected] Funding Agencies Texas Wine Marketing Research Institute www.depts.ttu.edu/hs/texaswine The Wine Market Council www.winemarketcouncil.com Table of Contents 1. EXECUTIVE SUMMARY .............................................................................................................. 4 2. BACKGROUND AND JUSTIFICATION ..................................................................................... 5 3. METHODOLOGY ........................................................................................................................... 6 3.1 Phase I: Focus Groups (Qualitative) ........................................................................................... 6 3.2 Phase II: Consumer Survey (Quantitative) ............................................................................... 6 4. QUALITATIVE RESULTS ............................................................................................................ 7 4.1. Socio-demographic Profile of Focus Group Participants ................................................... 7 4.2. Consumption Behaviors of Focus Group Participants ........................................................ 7 4.3. Focus Group Results ........................................................................................................................ 8 5. QUANTITATIVE RESULTS ....................................................................................................... 27 5.1. Socio-Demographic Profile of Consumer Panel .................................................................. 27 Geographic representation ............................................................................................................. 27 Gender ..................................................................................................................................................... 27 Age ............................................................................................................................................................ 27 Education ............................................................................................................................................... 28 Income .................................................................................................................................................... 28 Ethnicity ................................................................................................................................................. 28 Marital status ....................................................................................................................................... 29 5.2. Consumption Behavior and Involvement .............................................................................. 29 Beverage preference ......................................................................................................................... 30 Wine knowledge and involvement .............................................................................................. 30 Wine preferences ................................................................................................................................ 32 Consumption frequency ................................................................................................................... 32 Purchasing behaviors ....................................................................................................................... 33 Involvement based on preference ............................................................................................... 35 Preferences and behavior based on age .................................................................................... 35 5.3. Alternative Packaging ................................................................................................................... 36 Alternative wine packaging purchase motivation ................................................................. 36 Survey images ...................................................................................................................................... 38 Alternative packaging: Type 1 ....................................................................................................... 39 Alternative packaging: Type 2 ....................................................................................................... 44 ii Alternative packaging: Type 3 ....................................................................................................... 49 Alternative packaging: Type 4 ....................................................................................................... 54 Comparison of alternative packaging types ............................................................................. 58 6. MARKETING SUGGESTIONS AND RECOMMENDATIONS .............................................. 60 6.1 Profile of Millennial Wine Consumer ....................................................................................... 60 6.2 Millennials Motivations for Utilizing Alternative Wine Packaging ............................... 61 Price and value .................................................................................................................................... 61 Design attributes ................................................................................................................................ 61 Convenience & functionality .......................................................................................................... 62 Social Perceptions .............................................................................................................................. 63 Situational usage ................................................................................................................................. 63 iii 1. EXECUTIVE SUMMARY The Texas Wine Marketing Research Institute at Texas Tech University conducted a study on Millennials’ perceptions and preferences of alternative wine packaging. The project was co-funded by the Texas Wine Marketing Research Institute and the Wine Market Council. The Millennial generation (ages 21-39) is one of the largest cohorts in U.S. history and they are substantial wine consumers, poised to surpass the baby boomer generation. As wine consumers, Millennials are demanding new, convenient, exciting, and eco-friendly products. In response to this growing demand, many producers are exploring alternative wine packaging. Alternative wine packaging is defined as any type of container that holds wine for retail sale which is not a traditional 750 ml glass bottle. It is important to know consumers’ impressions towards alternative wine packaging because favorable perceptions towards wine packaging results in the selection of wine products and positive evaluations of wine brands. With this understanding in mind, the primary goals of this study were to (1) profile Millennial wine consumers and (2) explore their attitudes and preferences towards alternative wine packaging. Design: The study was implemented through a mixed methods research design. In Phase I, a qualitative approach was taken which included four focus group sessions to gather Millennials’ opinions about alternative wine packaging. A total of 37 individuals participated. Phase II included collecting quantitative data via online survey distributed to Millennials in the U.S. A total of 2,410 responses were utilized. Summary of Results: The findings demonstrate that Millennial wine consumers are knowledgeable and interested in wine but differ in preference based on age and gender. In reference to alternative packaging, these price conscious consumers purchase alternatively packaged products for use in particular situations, such as when gathering with family and friends. Furthermore, they are drawn towards alternative packaging that has modern, natural, and simple design elements as well as packaging that is highly functional and conveys value. Overall, Millennial wine consumers appear to be interested in alternative wine packaging yet are unfamiliar with the various types of alternative packaging available. Benefits to the industry: Wine producers have to ensure that they deliver products that meet or exceed consumers’ expectations. These expectations are largely formed by consumers’ perceptions of the packaging used to deliver the product. This project provides important managerial implications for strategic decisions concerning alternative wine packaging and the Millennial generation. This study is useful in designing and implementing marketing programs for the development and promotion of alternative wine packaging. 4 | Page 2. BACKGROUND AND JUSTIFICATION Wine packaging has a host of interrelated components that convey different types of messages to consumers. The bottle shape and color, closure type, and label presentation are packaging characteristics commonly used to differentiate product types (Barber & Almanza, 2006). Wine