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Contribution to Book
Wine on Facebook: A Look at Millennial’s Wine Information Search.
Successful Social Media and Ecommerce Strategies in the Wine Industry (2016)
  • Lindsey Higgins
  • Marianne McGarry Wolf, California Polytechnic State University, San Luis Obispo
  • Mitch Wolf, California Polytechnic State University - San Luis Obispo
Abstract
A survey collected information related to Millennials’ wine purchasing behavior, and their wine information search process. Approximately 30% of the sample reported using Facebook as a source of information on wine. Millennials that report using Facebook for information about wine are more likely to engage with multiple social media platforms and are more apt to use technology for information. Those who use Facebook for wine information are more likely to drink wine at a party, purchase more wine each month and spend more on wine each month. These Facebook Millennials are more likely to consider varietal when purchasing wine and are more likely to consider themselves wine enthusiasts. In addition, they are more likely to focus on the convenience of wine packaging alternatives. 
Keywords
  • winery,
  • social media,
  • facebook,
  • marketing strategy,
  • millennials,
  • information search
Publication Date
2016
Editor
Gergely Szolnoki, Liz Thach, Dani Kolb
Citation Information
Lindsey Higgins, Marianne McGarry Wolf and Mitch Wolf. "Wine on Facebook: A Look at Millennial’s Wine Information Search." Successful Social Media and Ecommerce Strategies in the Wine Industry (2016)
Available at: http://works.bepress.com/lhiggins/16/