Children and Millennials change the habits in wine consumption
Children force their parents toward environmental choices, the Millennials leave supermarkets empty, and they avoid large brands and wine shopping return to the winery of origin
Read for you by Donatella Cinelli Colombini
When 3 years old a child begins to ask for things, at 4 he is able to get what he wants. In an era of great economical crisis the ability of young children to influence their parent’s choices recedes in front of the necessity to save money. However it is the younger generations which push their families towards more ecological choices, such as km 0 and in the end this influences wine shopping too. But the real change regards the Millennials. A study carried out by Jefferies and Alix Partners has revealed that the generation born after 1980, has adopted a different style of consumption compare to previous generations. In other words after years of shopping in supermarkets and the dominance of brand names now things have changed. There is more attention toward the environment and health, continuous use of the web and shopping done in the countryside or in a biological store that sells only goods made in the area. The big brand name is considered only when there is a promotion or a phone recharge.
Those who believe that this regards only the US are wrong. As was quite rightly
pointed out by Anna Muzio in her article in “Mark up” published in April. It is sufficient to read the Movimento 5 stelle program to find the same mixture of km zero, biological and web. A confirmation arrives from the information regarding shopping of environmentally friendly goods, where increase can be found all around even in school dinners, buying groups and most of all in supermarkets which remain the place where most shopping is done.
It seems as though it’s the end of the big global brands and of advertisements used a san instrument of persuasion. Maybe the future will really be <<good, clean, and just>>as said for many years by Carlo Petrini and Slow Food.
But which will be the result of these changes for wine? Something is already evident in the information which is available: a third of the Italian population buys wine directly from the producer. In 44% is still bought by the litre, but the percentage is high however for those who buy by the bottle. The most interesting thing is for what reasons: convenience is not in prime position. The quality prevails when in rapport with the price, and in the wineries it is decidedly favourable, the guarantee of knowing the location and the producer are also very important. In the end the amount of business is good: according to Mediobanca direct sales vary between 7,8 and 10,9% of the total business of winery open to the public and in the highest percentage they regard the wineries who sell more expensive wines.
The number of wineries with shops for direct sales has increased dramatically: 21.000 in Italy, a real boom. From these numbers it also emerges that the short supply chain is preferred, there has been a rediscovery of the small producer of excellent products, as opposed to those with great numbers…. In other words the world is changing among the vine rows and the barrels too, there are new opportunities for those who respect the environment organize theirs shop and can use internet…..but riding the wave will not be so simple!