The purpose of the study is to group Lebanese wine consumers based on generational cohorts. It also explores the characteristics of the customers in each group based on wine attributes, information sources, wine consumption, purchase behaviour and socio-economic characteristics.
The data in the study were collected from the main supermarkets, hypermarkets and special liquor outlets, as well as upscale restaurants serving alcohol in the Lebanese capital, Beirut, through a structured questionnaire. Respondents were intercepted by using convenience sampling. Out of 700 people approached, 444 surveys were collected.
After splitting consumers into four different generational groups, namely, baby boomers, Generation X, millennials and Generation Z, the study clearly identified the differences between generations regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics.
Although there are numerous studies on the investigation of wine consumers in the literature from various countries, this is the first study looking at wine consumers in one of the Middle Eastern countries, Lebanon.
