There is common perception that people age into wine, but in the last year we have seen that wine has lost share of wallet across all generations.
As we have seen in the data reflected on in Distilled, in our eldest customer groups, Wine represents 6 out of the top 10 products segments segments pu...
Rising involvement Maturing Consumer: Premiumisation
Increasing Visual Impact The proportion of mature wine drinkers The share of premium + wine is projected
reducing knowledge: Across the range of wine measured, the continue to increase, in line with a to grow to 2023, driven by China & US.
Cognitive off-loading driven by smart appeal of the bottle/label design is globally ageing population, with more whilst lower-priced wine sales are
phones means gone are the days we increasing important to wine drinkers and than 20% of regular wine drinkers now projected to decrease. Younger
remember which brand or style we like. choosing a bottle of wine, primarily driven aged iover 65 and over in mature consumers are also more likely to be
Consumer are more involved even if their by makes and middle-aged consumers markets premium wine drinkers/.
technical wine knowledge is decreasing
Switching out of wine Universal Rose Moderation Ethical engagement
There are a smaller population of regular A significant increasing proportion of Consumers are increasingly paying
The proportion of wine drinkers
and frequent wine drinkers in key consumers consider alcohol content attention to the impact of their behaviors
consuming rose has significantly
markets than there was in 2015, which levels when choosing wine, which on both the environment and their health.
increased since 2007 across multiple
around ¼ of regular wine drinkers correlates with the global rise in Wine drinkers are starting to look for
markets and consumers are moving from
drinking less than they used in in existing consciousness of alcohol consumption alternatives, to extend their ethical
lower price rose to more premium rose,
markets impact
with Provence leading the quality rose
Wine Intelligence - Global Trends in wine 2020 (March)
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