Wine Advertising’s Perception. The Brand Experience of Luding and Simple Wine

This study examines consumer perception of wine and the communication strategies in the wine retail sector in the digital environment of the Russian millennial consumer. The aim of the study is to identify effective in delivering values and gaining the audience’s response communication strategies based on the peculiarities of the perception of the product values and expectations by different age groups of consumers. To achieve this, a mixed research methodology will be applied: the qualitative phase will allow to create a deeper understanding of the Russian consumer’s perception of the product, the importance of the different product values for younger and older millennials; the quantitate phase will define the communication strategies that are currently used in the wine retail sector and the effectiveness of the values integrated in the communication materials. As a result, an improved communication strategy will be identified. This will fill the existing knowledge gap in the perception of wine by Russian consumers and the communication of wine retailers in the Russian digital environment. The findings will be particularly useful for brands involved in the wine sale: wine producers, retailers, as well as brands in the HoReCa sector and the current programs for the development of Russian wine making.