Communication strategies to engage generation Z with wine consumption
DOI:
https://doi.org/10.55028/1ath8813Keywords:
Wine consumption, Generation Z, Communication strategies, Engagement, Social mediaAbstract
Wine consumption, although still quite intense, has been declining in recent years, especially for younger generations, such as generation Z. This group of consumers is very active on social media, and therefore the internet seems to be an important channel to reach them. Given this, this study aims to propose communication strategies that foster the engagement of generation Z with wine consumption. The research has a qualitative-quantitative approach and an exploratory-descriptive nature. For the qualitative phase, two focus groups were conducted, with the participation of 15 individuals from generation Z. In the quantitative phase, an online survey was applied with 53 people from this generation. The data from the first phase were analyzed through thematic analysis; and those from the second phase underwent basic descriptive statistical analysis. The results made it possible to observe the behavior of Generation Z customers in relation to wine consumption, evaluating items such as consumption habits and product attributes. Furthermore, it was possible to identify that brand identity is the most relevant aspect to get this audience engaged with wine consumption. Because of this, communication strategies must be focused on emphasizing characteristics of the product's brand, both in online and offline actions.
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References
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Kruger, M., & Viljoen, A. (2022). That old saying about wine and age: identifying South African age-cohort preferences. International Journal of Wine Business Research, 34(4), 495-522. https://doi.org/10.1108/IJWBR-06-2021-0033
Kucukusta, D., Perelygina, M., & Lam, W. S. (2019). CSR communication strategies and stakeholder engagement of upscale hotels in social media. International Journal of Contemporary Hospitality Management, 31(5), 2129-2148. https://doi.org/10.1108/IJCHM-06-2018-0484
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Muñoz, R. M., Fernández, M. V., & Salinero, M. Y. (2019). Assessing consumer behavior in the wine industry and its consequences for wineries: a case study of a Spanish company. Frontiers in Psychology, 10, 2491. https://doi.org/10.3389/fpsyg.2019.02491
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Piras, F. (2024). A systematic literature review on technological innovation in the wine tourism industry: Insights and perspectives. Sustainability, 16(22), 9997. https://doi.org/10.3390/su16229997
Roe, D., & Bruwer, J. (2017). Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour. British Food Journal, 119(6), 1362-1377. https://doi.org/10.1108/BFJ-10-2016-0476
Schwarz, N., Groves, R. M., & Schuman, H. (1998). Survey methods. The handbook of social psychology, 1, 143-179.
Sio, K. P., Fraser, B., & Fredline, L. (2024). A contemporary systematic literature review of gastronomy tourism and destination image. Tourism Recreation Research, 49(2), 312-328. https://doi.org/10.1080/02508281.2021.1997491
Stefanutti, P., Simões, G. S., de Oliveira Schu, H. C., & de Oliveira Mafra, K. (2023). A gastronomia da feirinha da JK em Foz do Iguaçu-PR: análise netnográfica em plataformas digitais. Ateliê do Turismo, 7(2), 198-216. https://doi.org/10.55028/at.v7i2.16178
Stergiou, D. P., Airey, D., & Apostolakis, A. (2018). The winery experience from the perspective of Generation Z. International Journal of Wine Business Research, 30(2), 169-184. https://doi.org/10.1108/IJWBR-03-2017-0018
Thach, L., Riewe, S., & Camillo, A. (2021). Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations. International Journal of Wine Business Research, 33(1), 1-27. https://doi.org/10.1108/IJWBR-12-2019-0061
Tonini, H., & Lavandoski, J. (2024). Marketing digital e enoturismo: qualidade dos websites de vinícolas da Serra Gaúcha, Brasil. Turismo: Visão e Ação, 26, e19975. https://doi.org/10.14210/tva.v26.19975
Wilkinson, S. (1998). Focus group methodology: a review. International Journal of Social Research Methodology, 1(3), 181-203. https://doi.org/10.1080/13645579.1998.10846874
Wolf, M. M., Higgins, L. M., Wolf, M. J., & Qenani, E. (2018). Do generations matter for wine segmentation?. Journal of Wine Research, 29(3), 177-189. https://doi.org/10.1080/09571264.2018.1472073
Wu, J., Chen, J., Chen, H., Dou, W., & Shao, D. (2019). What to say on social media and how: Effects of communication style and function on online customer engagement in China. Journal of Service Theory and Practice, 29(5/6), 691-707. https://doi.org/10.1108/JSTP-11-2018-0243
Calvo-Porral, C., Lévy-Mangin, J. P., & Ruiz-Vega, A. (2020). An emotion-based typology of wine consumers. Food Quality and Preference, 79, 103777. https://doi.org/10.1016/j.foodqual.2019.103777
Clarke, V., Braun, V., & Hayfield, N. (2015). Thematic analysis. Qualitative psychology: A practical guide to research methods, 3, 222-248.
Conway, J. (2023). Statista. Wine consumption worldwide from 2000 to 2022. Retrieved from https://www.statista.com/statistics/232937/volume-of-global-wine-consumption/#:~:text=In%202022%2C%20wine%20consumption%20worldwide,commonly%20made%20from%20fermented%20grapes.
Costa, W. F., de Albuquerque Tito, A. L., Brumatti, P. N. M., & de Oliveira Alexandre, M. L. (2018). Uso de instrumentos de coleta de dados em pesquisa qualitativa: um estudo em produções científicas de turismo. Turismo: Visão e Ação, 20(1), 02-28. https://doi.org/10.14210/rtva.v20n1.p02-28
Creswell, J. W. (1999). Mixed-method research: Introduction and application. In Handbook of educational policy (pp. 455-472). Academic press. https://doi.org/10.1016/B978-012174698-8/50045-X
Deng, D. S., Seo, S., Li, Z., & Austin, E. W. (2022). What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences. Journal of Hospitality and Tourism Technology, 13(4), 683-698. https://doi.org/10.1108/JHTT-05-2021-0143
Di Vita, G., Caracciolo, F., Brun, F., & D’Amico, M. (2019). Picking out a wine: Consumer motivation behind different quality wines choice. Wine Economics and Policy, 8(1), 16-27. https://doi.org/10.1016/j.wep.2019.02.002
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2017). Social media: communication strategies, engagement and future research directions. International Journal of Wine Business Research, 29(1), 2-19. https://doi.org/10.1108/IJWBR-04-2016-0013
Dolot, A. (2018). The characteristics of Generation Z. Central and Eastern European Online Library, E-mentor, 74(2), 44-50. https://www.ceeol.com/search/article-detail?id=737237
Francis, T., & Hoefel, F. (2018). McKinsey & Company. ‘True Gen’: Generation Z and its implications for companies. Retrieved from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Galati, A., Schifani, G., Crescimanno, M., & Migliore, G. (2019). “Natural wine” consumers and interest in label information: An analysis of willingness to pay in a new Italian wine market segment. Journal of Cleaner Production, 227, 405-413. https://doi.org/10.1016/j.jclepro.2019.04.219
Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of US Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884-897. https://doi.org/10.1002/cb.1893
Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206. https://doi.org/10.1016/j.chb.2019.01.026
Hazzam, J. (2022). The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network. Young Consumers, 23(2), 197-212. https://doi.org/10.1108/YC-03-2021-1296
Ismail, A. R., Nguyen, B., Chen, J., Melewar, T. C., & Mohamad, B. (2021). Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia. Young Consumers, 22(1), 112-130. https://doi.org/10.1108/YC-07-2019-1017
Koksal, M. H. (2019). Differences among baby boomers, Generation X, millennials, and Generation Z wine consumers in Lebanon: Some perspectives. International Journal of Wine Business Research, 31(3), 456-472. https://doi.org/10.1108/IJWBR-09-2018-0047
Kruger, M., & Viljoen, A. (2022). That old saying about wine and age: identifying South African age-cohort preferences. International Journal of Wine Business Research, 34(4), 495-522. https://doi.org/10.1108/IJWBR-06-2021-0033
Kucukusta, D., Perelygina, M., & Lam, W. S. (2019). CSR communication strategies and stakeholder engagement of upscale hotels in social media. International Journal of Contemporary Hospitality Management, 31(5), 2129-2148. https://doi.org/10.1108/IJCHM-06-2018-0484
Lategan, B. W., Pentz, C. D., & du Preez, R. (2017). Importance of wine attributes: a South African Generation Y perspective. British Food Journal, 119(7), 1536-1546. https://doi.org/10.1108/BFJ-09-2016-0420
Muñoz, R. M., Fernández, M. V., & Salinero, M. Y. (2019). Assessing consumer behavior in the wine industry and its consequences for wineries: a case study of a Spanish company. Frontiers in Psychology, 10, 2491. https://doi.org/10.3389/fpsyg.2019.02491
Nassivera, F., Gallenti, G., Troiano, S., Marangon, F., Cosmina, M., Bogoni, P., ... & Carzedda, M. (2020). Italian millennials' preferences for wine: an exploratory study. British Food Journal, 122(8), 2403-2423. https://doi.org/10.1108/BFJ-05-2019-0306
Orús, A. (2022). Statista. Volumen de consumo de vino per cápita en España entre 2013 y 2021. Retrieved from https://es.statista.com/estadisticas/506681/consumo-per-capita-de-vino-en-espana/
Orús, A. (2023a). Statista. La industria del vino en España - Datos estadísticos. Retrieved from https://es.statista.com/temas/2734/industria-del-vino/#topicOverview
Orús. A. (2023b). Statista. Consumo anual de vino en España entre 2013 y 2022. Retrieved from https://es.statista.com/estadisticas/506660/consumo-anual-de-vino-en-espana/
Piras, F. (2024). A systematic literature review on technological innovation in the wine tourism industry: Insights and perspectives. Sustainability, 16(22), 9997. https://doi.org/10.3390/su16229997
Roe, D., & Bruwer, J. (2017). Self-concept, product involvement and consumption occasions: Exploring fine wine consumer behaviour. British Food Journal, 119(6), 1362-1377. https://doi.org/10.1108/BFJ-10-2016-0476
Schwarz, N., Groves, R. M., & Schuman, H. (1998). Survey methods. The handbook of social psychology, 1, 143-179.
Sio, K. P., Fraser, B., & Fredline, L. (2024). A contemporary systematic literature review of gastronomy tourism and destination image. Tourism Recreation Research, 49(2), 312-328. https://doi.org/10.1080/02508281.2021.1997491
Stefanutti, P., Simões, G. S., de Oliveira Schu, H. C., & de Oliveira Mafra, K. (2023). A gastronomia da feirinha da JK em Foz do Iguaçu-PR: análise netnográfica em plataformas digitais. Ateliê do Turismo, 7(2), 198-216. https://doi.org/10.55028/at.v7i2.16178
Stergiou, D. P., Airey, D., & Apostolakis, A. (2018). The winery experience from the perspective of Generation Z. International Journal of Wine Business Research, 30(2), 169-184. https://doi.org/10.1108/IJWBR-03-2017-0018
Thach, L., Riewe, S., & Camillo, A. (2021). Generational cohort theory and wine: analyzing how gen Z differs from other American wine consuming generations. International Journal of Wine Business Research, 33(1), 1-27. https://doi.org/10.1108/IJWBR-12-2019-0061
Tonini, H., & Lavandoski, J. (2024). Marketing digital e enoturismo: qualidade dos websites de vinícolas da Serra Gaúcha, Brasil. Turismo: Visão e Ação, 26, e19975. https://doi.org/10.14210/tva.v26.19975
Wilkinson, S. (1998). Focus group methodology: a review. International Journal of Social Research Methodology, 1(3), 181-203. https://doi.org/10.1080/13645579.1998.10846874
Wolf, M. M., Higgins, L. M., Wolf, M. J., & Qenani, E. (2018). Do generations matter for wine segmentation?. Journal of Wine Research, 29(3), 177-189. https://doi.org/10.1080/09571264.2018.1472073
Wu, J., Chen, J., Chen, H., Dou, W., & Shao, D. (2019). What to say on social media and how: Effects of communication style and function on online customer engagement in China. Journal of Service Theory and Practice, 29(5/6), 691-707. https://doi.org/10.1108/JSTP-11-2018-0243
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2026-03-05
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Copyright (c) 2026 Elaine Aparecida Lopes da Silva, Lissa Valéria Fernandes Ferreira, José William de Queiroz Barbosa, Carla Canosa Amils
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How to Cite
Silva, E. A. L. da, Ferreira, L. V. F., Barbosa, J. W. de Q., & Amils, C. C. . (2026). Communication strategies to engage generation Z with wine consumption. ATELIÊ DO TURISMO, 10(1), 1-16. https://doi.org/10.55028/1ath8813
