The objective of this research focuses on “Generation Y students perceptions of packaging and pricing of Arkansas winesâ€. A thirteen-question quantitative survey was given to 200 Generation Y students at a mid-south land-grant university student union. The questions focused on consumers’ preferences on labeling, packaging, and pricing of Arkansas wines. This research is important to the state’s wineries success with implication on product satisfaction, perceived quality, and price value. Generation Y prefers the glass bottle with the traditional cork and description of the wine. Majority of Generation Y would spend 10to15 on a 750 ml of Arkansas wine
