Date of Award
2026
Document Type
Dissertation
Degree Name
Master of Arts (MA)
Department
Luxury Business
Abstract
The Napa Valley luxury wine industry faces declining consumption and shifting demographics. Baby Boomers are dominating luxury wine purchasing while Generation X and Millennials show reduced engagement. This dissertation investigates how Napa Valley luxury wineries can revitalize interest and loyalty among Generation X and Millennial consumers. A qualitative mixed-method approach was employed, combining six semi-structured interviews with industry experts and a survey of 46 consumers, analyzed using reflexive thematic analysis.
The findings reveal a tension between industry professionals, who emphasize price and competition, and consumers who highlight trust and value perception. Generation X and Millennials demonstrate lower brand loyalty but increased demand for personalized experiences, transparency, and authenticity. Survey data confirms strong interest in experiential offerings such as food pairings, vineyard stays, and exclusive tastings. This research contributes to the literature by reframing Napa Valley luxury wine through region-specific price thresholds and generational analysis, providing wineries with strategies to engage emerging consumers via personalization, and experience-driven marketing. This dissertation offers both theoretical insights and practical implications for sustaining Napa Valley’s luxury wine sector amid shifting generational preferences.
Key findings of this study were disconnected ideals between producers and consumers on the digital marketing realm, education as a barrier to entry for younger consumers, and experience as a motivator for reengagement in luxury wine.
Recommended Citation
Zakin, Tatiana Hansen, "Bringing Life Back to Napa Valley: How to Increase Engagement in Napa Valley Luxury Wineries for Generations X and Millennials" (2026). MA in Luxury Business Dissertations. 9.
https://digitalcommons.sia.edu/ma_lux_bus/9