MILLENNIALS NAME WINE THE “HEALTHIEST” DRINK
A new study by Vinexpo reveals that adults aged 21-25 think wine is the “healthiest alcohol beverage.” But while they view wine as healthy, millennials don’t seem to know much about it. Young people in the U.S. report they are “not very familiar with wine" and it is only "occasionally served in their families." They went on to describe wine as a component of “European culture." What’s going on here?
According to the Americans and Japanese interviewed, wine is frequently associated with "sophistication" and is somewhat "a little snobbish and pompous." Well, at least they got the health message.
All countries agreed that wine doesn't have a "young image," saying "the classic wine drinker is older, 30 or 35-40 with experience, comfortable income and married." However, this makes wine "more attractive," as they defined a wine drinker as "refined, educated and cultivated."
Young people also commented on how "difficult it is to select a wine" and that there is "too much diversity," which makes things confusing and therefore intimidating.
There is some good news, though. Everyone surveyed thought that wine's image is "evolving" and "getting more popular." The survey-takers suggested making wine’s image “younger” and “more accessible” (which we think is definitely happening in the industry with companies like White Rocket and Underdog Wine Merchants).
Something else worth noting was the fact that Americans are more “open to something new” when it comes to packaging, such as “individual serving sizes” and “different bottle shapes and colors.” Do we hear boxed wine? “Cool advertising” is also a plus, according to the study.
Launching young and exciting advertising campaigns may just be the best way to attract this millennial group. Vibrant, easy-to-read labels and perhaps even tasting instructions could also help dispel some of the confusion for the 21-25 year olds.
According to the Americans and Japanese interviewed, wine is frequently associated with "sophistication" and is somewhat "a little snobbish and pompous." Well, at least they got the health message.
All countries agreed that wine doesn't have a "young image," saying "the classic wine drinker is older, 30 or 35-40 with experience, comfortable income and married." However, this makes wine "more attractive," as they defined a wine drinker as "refined, educated and cultivated."
Young people also commented on how "difficult it is to select a wine" and that there is "too much diversity," which makes things confusing and therefore intimidating.
There is some good news, though. Everyone surveyed thought that wine's image is "evolving" and "getting more popular." The survey-takers suggested making wine’s image “younger” and “more accessible” (which we think is definitely happening in the industry with companies like White Rocket and Underdog Wine Merchants).
Something else worth noting was the fact that Americans are more “open to something new” when it comes to packaging, such as “individual serving sizes” and “different bottle shapes and colors.” Do we hear boxed wine? “Cool advertising” is also a plus, according to the study.
Launching young and exciting advertising campaigns may just be the best way to attract this millennial group. Vibrant, easy-to-read labels and perhaps even tasting instructions could also help dispel some of the confusion for the 21-25 year olds.
posted at 8:30 AM
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