The Wall Street Journal analyzes the wine tastes of kids Millennials and finds then (unsurprisingly) indifferent to...
The Wall Street Journal analyzes the wine tastes of kids Millennials and finds then (unsurprisingly) indifferent to ratings, prestige or familiar brands This poses a challenge to wine markets, who must now spin new and enticing tales about cheap wine from obscure regions.
According to Wine Opinions, they spend less money per bottle than their older peers—79% of regular millennial wine drinkers bought wines in the $10-$15 range. (This isn’t all that surprising since most young wine drinkers have less money to spend.)
So how and where are millennials getting their wine education? “Millennials don’t like ratings, but they like some kind of review,” said Adam Teeter, the 32-year-old editor and co-founder ofVinePair, a New York-based online wine magazine for millennials. “They have a great thirst for knowledge.”
http://www.wsj.com/articles/how-millennials-are-changing-wine-1446748945?alg=y
According to Wine Opinions, they spend less money per bottle than their older peers—79% of regular millennial wine drinkers bought wines in the $10-$15 range. (This isn’t all that surprising since most young wine drinkers have less money to spend.)
So how and where are millennials getting their wine education? “Millennials don’t like ratings, but they like some kind of review,” said Adam Teeter, the 32-year-old editor and co-founder ofVinePair, a New York-based online wine magazine for millennials. “They have a great thirst for knowledge.”
http://www.wsj.com/articles/how-millennials-are-changing-wine-1446748945?alg=y
Seems like a non-story squeezed out of the obvious. The "millennials" (whatever that really is) are not changing wine, they don't buy or drink enough of it to matter. Look at the next age group down from them - drinking wine from a box, or mixed with fruit & sugar, if at all.
ReplyDeleteMoney was appropriately mentioned, and it's not just the price of the bottle, it's the price/contents of the meal that goes with it, and the environment you drink it in. Short of that, you've got something that is probably best described as 'wannabees', trying to pull off a class-look that they are not part of (like pretty much everything else in modern twisted society).
Hate to be so negative, but that's my $.02 : )
Malthus John the most interesting observation here is that prestige marketing for wine (a sucker's game) has likely had its day. Wine Spectator and the like are probably on the wane.
ReplyDeleteThat is plausible, at least for the young market (was it ever not, though?). I'd have to say that this is obviously a US article about US wine & wine drinkers. California wine does indeed seem to live more on hype and price-point that actual quality, but to say that this will vanish any actual qualitative difference (IE, change wine) I think is incorrect.
ReplyDeleteThere's kind of a problem with the relationship between mass-marketing and familiarity, and then the recent fast growth in the number of producers. "One does not simply plant grapes and start making good wine the next year", and I think that many people who've entered the trade thought it would be more like kraft-beer.
This means consumers are getting hit-n-miss quality at all price points, which then leads to the idea that there is no legitimate relationship between quality and price. Some marketers just take advantage of this and mark up their product thinking they can base it on prestige/hype.
Lev Osherovich