Perception of the Attributes of Sherry Wine and Its Consumption in Young People in the South of Spain

Resumen

The wine with the designation of origin “Jerez-Xerez-Sherry” is one of the most producedin Spain and with a greater volume of exports abroad. This study analyzes the preferences of SherryWine and its different varieties, based on gender and knowledge and interest in the world of wine.Similarly, the influence of the attributes of Sherry Wine on its choice and consumption is investigated.For this purpose, 1502 participants (1407 wine consumers) were recruited; among the consumers,58.5% are women, and 74.3% have little knowledge of wine (Mean age 22.6; SD = 3.07; range 18–30).Data collection was done through an online survey. The results reveal that among the types of winesfrom Sherry, the Fino and the Manzanilla are the most chosen. The young people who have the highestconsumption of wine are those who have the most prior knowledge of wine. Also, these youngpeople attribute their choice of wine to intrinsic factors, and even women and connoisseurs are moreimportant in this type of dimension. But the importance of the attributes differs according to the typesof wines (Fino/Cream—flavor, Palo Cortado/Pedro Ximénez—color, Amontillado/Manzanilla—priceand Oloroso—prizes). These findings will allow establishing measures for their promotion, as well asfor the design and specific sales strategies for each type of wine.