Experience economy increasing consumer confidence in wine

By Michelle Perrett

Published: 20 August, 2018

Consumer confidence in the wine category is increasing, driven by the ‘experience economy’ and the growing engagement with the drinks category, research analyst Wine Intelligence has claimed.

Its UK Portraits 2018 report has revealed that the number of “highly-involved” wine consumers in the UK is growing with more people becoming engaged in activities such as wine tourism.

This group, classified as Adventurous Explorers, now accounts for 17% of UK monthly wine drinkers, compared with 10% two years ago. The report claims that wine remains an anchor point in their lifestyle their connection with the category is being enhanced by the steady accumulation of knowledge.

The research suggests that the growing number of consumers showing engagement in wine may be influenced by the evolution of adjacent alcohol categories such as beer and gin.

It also said that the growing quality and accessibility of wine tourism experiences in southern England, combined with more wine tourism in major holiday destinations, also appears to be fuelling the trend.

The UK Portraits 2018 report groups UK regular wine drinkers into six different segments, based on their relationship with the category: Adventurous Explorers, Generation Treaters, Mainstream Matures, Social Newbies, Kitchen Casuals and Bargain Hunters.

Wine Intelligence CEO Lulie Halstead said: “The category is now engaging a broader group of consumers, but it is a different type of engagement compared with a decade ago.

“In the past, a highly involved consumer might differentiate their wine credentials by knowing the difference between the left and right bank in Bordeaux, but a quick check on your phone can now answer that question. Today’s credentials are more experience-oriented – perhaps that they tasted six different Albariños while visiting Galicia recently, and now know which one is their favourite.”

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