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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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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