Abstract
This research paper focuses on the motives behind Generation Y's wine choices. Data collection was done by reviewing relevant literature, interviewing wine experts and organising blind and open wine tastings accompanied by questionnaires and focus group discussions. Results confirm that a high level of wine knowledge and biospheric value orientations positively influence organic wine appreciation. The extrinsic attributes price and grape variety are important in the wine purchasing decision. However, when it comes to repeat purchasing, taste is the most important aspect. For future research the advice is to measure the effect of product exposure and organic wine promotion in the longer term on Generation Y's organic wine appreciation.