May 25: Study Reveals Wine Branding Preferences of Millennials
Associate Professor, Joe Barth and Assistant Professor, Statia Elliot recently published an article in the Journal of Product and Brand Management. The article, “Wine Label Design and Personality Preferences of Millennials,” discusses the purpose of the study Barth and Elliot conducted to explore the design and brand personality of wine labels and their appeal to the millennial market – the newest segment of wine consumers.