Long read: Chasing formats isn't enough for the Instagram generation
Published: 15 November, 2021
In the past decade, regular wine consumption among 18-34 year olds has fallen by 10% (Wine Intelligence), which could indicate trouble for the sector in the future. Alex Green, co-founded wine distributor Beyond Wines after working with business partner Matt Johnson at Copestick Murray where they worked on i heart and Freixenet. Here, he explores why wine brands are failing to engage the younger demographic and where they stand to make the biggest wins.
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