YOUNG WINE DRINKERS OPTING FOR EASE
While the U.S. is rapidly morphing into a wine-drinking nation, other countries are seeing domestic declines that have a lot to do with their young people. Millennials from the U.S. are much like their baby-boomer parents, drinking wine like it’s their job.
However, youth in Australia, Italy and France are veering from their parents and making wine less a part of their daily lives. It seems that while young Americans are seeking that high-profile image associated with wine, Europeans and Australians are escaping it - almost as if it’s old news.
They are becoming more health conscious and time efficient as they move to larger cities and focus on their careers. Beer, spirits and/or no drinking at all has replaced the traditional three hour meals littered with bottles of wine. So what are these trends doing to those countries?
With more than half of Australia's wine being consumed by people over 50, the industry is now facing long-term problems - unless it can convince those under 35 to turn to vino (or those over 50 to live forever). Most young people in Australia are drinking pre-mixed beverages, beer or spirits, which leads individuals in the industry to worry they will lose that demographic forever unless changes are made.
The same trends have occurred in France and Italy where young drinkers are veering from their parents’ traditions and choosing other beverages over wine. Beer and spirits appear less intimidating than wine thanks to advertising and a laidback image. But with plenty of marketing, the wine industry should be able to make wine relevant to those demographics once again.
The millennial generation and especially 30-somethings are often overlooked in the wine category, which is ironic because they make great consumers. With little ties and extra money to spend, who wouldn’t want those costumers? A handful of companies from Australia and the U.S. have got the right idea by making wine less daunting. Cutesy names, cuddly creatures and color-coded varietals in place of technical language have made choosing a wine bottle easier than ever before. Even the EU is attempting some improvements on wine labeling to put themselves on par with New World wines.
"That's not to say though that we should dumb down the wine experience,” said a source. "But we do want to be much more welcoming and engaging and we want to have them [younger people] see wine as much more of a fun experience which is relevant to their lifestyle."
Many in the industry believe that going that extra mile in order to reach out to all demographics, especially when marketing to foreign countries, is imperative. Making wine an accessible beverage will help reel in busy 20 to 30-somethings without taking up too much of their time, and help keep them as customers up into their old age.
However, youth in Australia, Italy and France are veering from their parents and making wine less a part of their daily lives. It seems that while young Americans are seeking that high-profile image associated with wine, Europeans and Australians are escaping it - almost as if it’s old news.
They are becoming more health conscious and time efficient as they move to larger cities and focus on their careers. Beer, spirits and/or no drinking at all has replaced the traditional three hour meals littered with bottles of wine. So what are these trends doing to those countries?
With more than half of Australia's wine being consumed by people over 50, the industry is now facing long-term problems - unless it can convince those under 35 to turn to vino (or those over 50 to live forever). Most young people in Australia are drinking pre-mixed beverages, beer or spirits, which leads individuals in the industry to worry they will lose that demographic forever unless changes are made.
The same trends have occurred in France and Italy where young drinkers are veering from their parents’ traditions and choosing other beverages over wine. Beer and spirits appear less intimidating than wine thanks to advertising and a laidback image. But with plenty of marketing, the wine industry should be able to make wine relevant to those demographics once again.
The millennial generation and especially 30-somethings are often overlooked in the wine category, which is ironic because they make great consumers. With little ties and extra money to spend, who wouldn’t want those costumers? A handful of companies from Australia and the U.S. have got the right idea by making wine less daunting. Cutesy names, cuddly creatures and color-coded varietals in place of technical language have made choosing a wine bottle easier than ever before. Even the EU is attempting some improvements on wine labeling to put themselves on par with New World wines.
"That's not to say though that we should dumb down the wine experience,” said a source. "But we do want to be much more welcoming and engaging and we want to have them [younger people] see wine as much more of a fun experience which is relevant to their lifestyle."
Many in the industry believe that going that extra mile in order to reach out to all demographics, especially when marketing to foreign countries, is imperative. Making wine an accessible beverage will help reel in busy 20 to 30-somethings without taking up too much of their time, and help keep them as customers up into their old age.
posted at 12:49 PM
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