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Wine in danger of losing share to other categories, says report

Published:  11 March, 2014

Generation Y - 18 to 35 year-olds - has an overall lack of engagement with wine, according to a study carried out for London Wine Fair.

The report shows that this age group is more exposed than ever to alcoholic drinks, and wine is in real danger of losing out to other categories.

Generation Y drinkers account for 25% of the regular wine drinking population.

LWF's Ross CarterRoss CarterRoss Carter, event director for London Wine Fair, says this year will have a 'different look and feel'.

The Carpe Vinum report was carried out by Wine Intelligence on behalf of London Wine Fair and is sponsored by Cobevco. It investigates the importance of buying channels; key influences in buying behaviour, including social media, technology, discounting and peer groups; wine cues; and spend. 

Ross Carter, event director for London Wine Fair, says Carper Vinum report offers crucial market insight.

Richard Halstead, chief operating officer at Wine Intelligence, said:  "Our research shows that wine has a great opportunity to engage with the next generation of consumers in the UK. Generation Y love authenticity, good stories, and the opportunity to learn and explore. Unfortunately there are a number of other drinks categories which are doing a better job than wine, and our findings suggest that there is a real danger that we are losing touch with our consumers of the future."

The Carpe Vinum report will be carried out annually from now on, looking at different consumer groups each year. Hard copies of Carpe Vinum 2014 will be available free-of-charge to all exhibitors and also to the first 1,000 visitors attending the London Wine Fair on each day. There will also be an briefing on the findings at 10.30am, June 3 at Olympia.

London Wine Fair event director, Ross Carter, said: "Whilst the core of the London Wine Fair will always be the three day event, we have committed to adding value to the U.K. wine industry beyond this, to both our exhibitors and visitors. Investing in a long-term proposition like Carpe Vinum will do just that with insight that will be crucial to any wine company looking for a sustainable future in the UK."

Gillian Walters, sales and marketing director at Cobevco, added: "As a key partner to British retailers and many of the world's leading wine producers, we know how important it is to be abreast of market trends. Carpe Vinum provides a unique insight into the changing preferences and habits of the next generation of consumers now, which is vital in shaping the future direction of the industry."

Carpe vinum