INTRODUCING
Generation Wine in the on-trade With society and technology changing faster than any other time in history, the gap between the life experiences of older people and their younger counterparts has never felt wider. To win them over in the on-trade, it’s important to consider their unique needs and what they are looking for when they visit your venue.
With fewer younger wine drinkers today than there were in previous decades, it’s never been more important to engage young people with wine to future proof the category. While Gen Z and Millennials only account for 26% of volume in on-trade wine sales, they make up 50% of all money spent on wine in the on-trade.
Spending time and money engaging these customers in your venue has better potential to return profit from wine than any other age group. With data-backed insights and actionable advice, Generation Wine is our guide to help venues across the UK win over the next generation of wine lovers.
We suggest: Introducing wine-centred events with a participatory element, like a wine cocktail masterclass or wine tasting and painting or pottery classes. Think about creating experiences that are visually appealing too, so that your younger customers will want to share it on social media.
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