Wine drinkers under the age of 30 are spending more per bottle than the over-30s, new Wine Intelligence research has shown.
The other surprising fact that emerged from the seminar Trendy or Traditional: how to make wine for the under-30's, held last Thursday at the LIWSF, was that France is the dominant country of choice among 18- to 24-year-olds.
The research was carried out last month, and included interviews with more than 1,300 regular UK wine consumers. The average on-trade spend for the under-30s was 9 per bottle, and 5.10 in the off-trade. For the over-30s, the figures were 7.50 per bottle in the on-trade and 4.85 in
the off-trade.
The research also revealed that young adults tend to be white wine drinkers, with 94% of the 18- to 24-year-old respondents drinking white, and only 57% drinking red. Among 25- to 35-year-olds, the split was 88%/68%, and for 31-years-old and over, it was 83%/75%.
In terms of country of origin drunk most often, France was favourite in the 18-24 age group, at 36%, followed by Australia at 16%, and the USA at 14%.
Among 25- to 30-year-olds, Australia came out on top with 27%, then France just behind with 26%, followed by the USA and Chile, both on 8%.
For the 31-year-old+ market, Australia fared best with 31%, with France second on 24%, and Italy and South Africa joint third on 10%.
Wine Intelligence's Lulie Halstead said there are four factors that motivate the under-30 market.
Social acceptance: People said that wine is what their mum and dad serve, or something they have with Sunday lunch.'
Sociability: Wine is something to be shared.'
Sophistication: There was much talk of wine being seen as a treat, something quite special.'
Safety: Wine is seen as the safe choice, something that won't let you down.'
Wine Intelligence also showed a series of vox pops from consumers under the age of 30, on a range of subjects.
Screwcap wines
They're a lot easier to open.'
I don't like them because they look quite cheap. I'm not comfortable taking them to a dinner party.'
Thoughts on promotions
I tend not to go for two-for-one offers because I don't need two bottles of wine!'
It gives you the chance to taste a few wines that you wouldn't normally drink.'
I'd go for a wine that's on offer, because you get a much more expensive wine for a cheaper price.'
Average spend
I rarely go above 10 and rarely go below 4.'
I'd spend 5 for a bottle at home, but if I was taking a bottle round to a friend's, it'd be nearer 8-10.'
Anywhere between 3.50 and 5.50.'
Wines I like or avoid
I often buy Jacob's Creek Semillon/Chardonnay, or a Fleurie or Cte du Rhne.'
I'm not very adventurous - I usually go for White Zanderfelt [sic] or a Semillon/Chardonnay.'
I stick to Chile or Spain.'
I always go for Pinot Grigio, or on the reds, Merlot.'
In terms of where consumers buy their wine, supermarkets scored well across every age group, but the under-30s buy wine from high-street off-licences and corner shops than the over-30s.
In terms of wine on television, the 18-24 age group is only half as likely to watch a programme about wine regions of the world as the over-30s, although they are the most likely to watch a reality-style show about people developing a new brand and trying to launch it.
And in print, the younger group is three times as likely to buy a magazine dedicated to restaurants and food/wine matching than they are to subscribe to a magazine called Making Wine Simple.
With regard to packaging, the research showed that comical names or label images were a real turnoff for the under-30s, as were young-looking' products.
What is popular is a simple back label, an authentic/sophisticated look and the grape variety clearly displayed.
Halstead concluded the seminar with three golden rules:
1 Avoid being patronising with wording, packaging or products overtly targeted at younger consumers.
2 Remember that younger drinkers are more conservative.
3 Communicate with the under-30s on their terms.