Something special According to PROOF Insight, 75% of younger wine drinkers will go out of their way to seek the best quality wine that they can get within their budget. Wine drinkers under 40 are inclined to drink wine less often but will be more likely to trade up when they do. We suggest: Selecting wines that are suited to the occasions that young people enjoy. Such as a more premium Prosecco to enjoy before heading to a nightclub, or a Provence rosé in an elegant bottle that will stand out on the table during a girls’ night out.
What do young people want from their wine? 63% of young wine drinkers don’t class themselves as being ‘very confident’ when choosing wine in the on-trade and young wine drinkers tend to opt for approachable and familiar styles, with packaging that looks great in their photos for social media.
We suggest: Spotlighting your wines that are more approachable in style or that have some residual or fruit sweetness, like New Zealand Sauvignon Blanc or German Riesling. These will likely appeal to your younger customers over more intense wines.
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We suggest: Including a wide range of styles on your wine list and calling out new and seasonal wines. A list that offers more than just the most familiar styles and regions will appeal to a younger audience. You may even encourage them to spend a little more to try something new and different.
Approachable styles We are more sensitive to taste factors when we’re younger and often have lower tolerance to potentially unpleasant sensations, like bitterness. This feeds into younger consumers’ preferences for wines as well, with data showing that they are more likely to purchase sweet wines with lower acidity and tannin.
The joy of experimentation 75% of Gen Z wine drinkers say they like to try new drinks, compared to just 47% of other age groups. Trying something new and discussing it with friends, in person or online, makes an occasion out of the everyday and creates a memorable experience without having to spend more to get it.
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