Mintel tips Sangria for global success

By Gemma McKenna

Published: 17 April, 2014

Sangria is set for international success, due to its combination of sweet fruity flavours, the mix of wine and brandy and its social history, according to research from Mintel.

The market research firm asserts that of 18-24 year-old consumers, 71% of Germans, 59% of Spanish, 58% of French and 42% of Italians prefer wine with stronger fruity flavours.

Mintel MintelKey purchase factors for wine in European markets.

Mintel adds that Sangría's links to Spanish culture put it in prime position for success. Sangría can even pinpoint differences in regionality, with both red and white wines, different spirits and other flavours, fruits and spices added depending on the location.

Sangria

Jonny Forsyth, Mintel's global drinks analyst, blogged that: "Zoning in on regionality is a great way for products to communicate their authenticity, exclusivity, local-ness and variety - and is increasingly being used as a way to premiumise food and drink brands."

Forsyth points to research that shows up to 50% of French consumers, 35% of Spanish, 31% of Italian and 28% of German indicate 'specific region of origin' as a key purchase factor for wine.

Mintel also believes that Sangria's "accessibility", especially in terms of its sweeter taste, will boost its success in newer markets, such as the US and China. European consumers also expressed a preference for sweeter wines, especially in the 18-24 age group. A total of 36% of French consumers, 21% of Italian and 18% of Spanish in this age group said they prefer sweeter wines - believing them to be of better quality than drier wines.

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