WHAT DO YOUNG WINE LOVERS AROUND THE WORLD DRINK?
Big changes in wine consumption. Emanuele Fiorio lets us discover young US wine lovers and Agivi demonstrates that the trends are more or less the same everywhere
By Donatella Cinelli Colombini
<<In 2022 wine consumption in the USA decreased but consumers have grown significantly>> a statement that starts from IWSR data and refers to a consumer audience that grew by 14 million in 2022 alone against a drop in 2% of consumption. Numbers that require further study and, with the help of Emanuele Fiorio, on Wine Meridian, reveal some really interesting backgrounds.
YOUNG U.S. CONSUMERS DRINK LESS BUT BETTER
The US wine market is 45% made up of young people. Even if, for now, they are in the minority, they are the future. Furthermore, these wine lovers should also be kept an eye on for another reason: very often, they anticipate global trends. This is as true in music as it is in clothing and, as far as wine is concerned, they have two mottos in mind: moderation and premiumisation. That is, drink less but better. Concepts that are connected to the growth in the consumption of no alcohol or low alcohol drinks but also to an overall health trend. The reduction in volumes makes it possible to focus on premium or prestige bottles which in fact have had good and excellent commercial performance.
THE MAIN TRENDS OF YOUNG WINE LOVERS USA
According to IWSR data, young US consumers are different from previous generations and have 4 main characteristics:
- They are explorers. They know little about the “usual suspects” and prefer to find out perhaps by looking for wineries that share their same values.
- They love no/low alcohol wines.
- They are smart, continuously connected and on the go. They are open to unconventional formats, such as the can or the bag.
- They experience consumption as something that enriches them with information and amuses them, so it must be different and stimulating
To conclude, it is clear that young post covid consumers create new opportunities and threats. Opportunities for emerging wineries intending to make their way on the market and threats for those who have an established reputation and could see it fade with the advance of a generation focused on the “here and now”.
YOUNG CONSUMERS SEEN FROM ITALY ARE SOCIAL MEDIA LOVING, AND THEY LOVE EXPERIENCES, NATURE AND ETHICS
Comparing the IWSR data with those presented by AGIVI during the latest edition of Wine2wine we see that there is a great correspondence. A circumstance that could lead one to think of a worldwide evolution in wine purchasing and consumption behaviour.
For “under 25” consumers, photographed by the (Young Italian Wine Entrepreneurs) AGIVI chaired by Violate Gardini Cinelli Colombini, they ask <<the offer of an integrated experience and visits to the cellar are in first place (49%) among the strategies to be supported to the digital one, followed by the need to offer personal contact, face to face (27%) and by the use of effective forms of communication and entertainment (14%)>>.
Therefore, also from this survey emerges the profile of a very social-media minded young consumer, in constant information overflow and eager for experiences with wine <<who demands authenticity and attention, but who also proves to be very concerned and involved in social issues …. they find a good (59%) or high (8%) degree of interest in green issues, which have a great (61%) or very great (15%) impact on their purchase >>.