Retailers encouraged to target twentysomethings

06 April, 2007

Winemakers and drinks retailers could do more to encourage young people to buy wine, according to research by Vinexpo.

The French wine fair organiser interviewed 20 people aged between 20 and 25 who were classed as occasional wine drinkers in the UK, France, Belgium, America and Japan.

In the UK, Vinexpo found the target group was showing increased interest in wine and more of them were drinking it than the same age group 10 years ago.

But respondents also said they find the category confusing and would like to see clearer indications of grape variety on the label.

They said they prefer traditional packaging, but they also like branded wines, although they say they don't want the brands to obviously target young drinkers.

Tesco wine buyer Kevan Smith took part in a round-table discussion following the release of the research.

He said it was drinkers aged between 20 and 25 who had contributed to the sales growth of wines in the past few years.

He said: "We have seen six years of exceptional growth and it's this group of people who have slowly evolved and come out into the market.

"That is why we have seen this flattening now, but I believe that there are going to be generations following on," he added.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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