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Russian Wine Industry and Millennials’ Wine Consumption Characteristics

Student: Evgeniia Cheshko

Supervisor: Natalia Volkova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2020

This study aimed to describe the modern Russian wine business ecosystem in detail, to compile a portrait of Russian Millennials as a generation of wine consumers, and to compare and contrast the opinions of three main stakeholders on the question: Are Russian Millennials potential and current consumers of domestically produced wine? The purpose of this project was to verify the wine consuming patterns of Generation Y as well as to analyze Russian wine production. To study this issue, the methodology was composed based on Stakeholder Theory. Semi-structured in-depth interviews with the stakeholders of the wine ecosystem were used as the primary research method. Thus, this exploratory research presented new data on consumers for wine producers and marketers working in the ecosystem, thereby allowing them to create development strategies aimed at targeting a proper target audience for their products and increasing product awareness among their product's consumers. It is also proved that the work identified a number of reasons why Russian Millennials consume or do not consume Russian wine. Thus, both practical and theoretical contributions were made to the development of the field.

Full text (added May 29, 2020)

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