6 th AWBR International Conference │ Bordeaux Management School │ 9-10 June 2011 6 th AWBR International Conference 9 – 10 June 2011 Bordeaux Management School – BEM – France WINE FOR BREAKFAST: EXPLORING WINE OCCASIONS FOR GEN Y Liz Thach, Ph.D. School of Business & Economics, Sonoma State University lizthach@aol.com or liz.thach@sonoma.edu Abstract 9 Purpose : To explore preferred wine occasions of Gen Y. In addition, information on the preferred type of wine, average bottle price, wine format/packaging, and purchase location are examined. 9 Design/methodology/approach : Online survey research with a sample of 467 Gen Ys from the USA 9 Findings : Results show that Gen Ys are drinking wine in traditional situations such as special occasions and fancy restaurants, but they have also identified more occasions revolving around social situations with friends and family. Furthermore, Gen Y is willing to spend more money on a bottle of wine by occasion than the average American. 9 Practical implications : Practical implications can be derived from this research, including how to target promotions and advertising to Gen Y, as well new wine marketing research opportunities.