Wine industry needs to target Generation Y consumers

Published: 15 May, 2009

The wine industry must capture the attention of 'Generation Y' consumers to secure its long term future, delegates heard at the London International Wine Fair this week.

The technology savvy 'Generation Y' could account for 8.9million new consumers within 10 years when they hit their 20s. But the industry must use social networking sites such as Facebook, Twitter and YouTube to target them.

Universities should also become key targets as the generation is introduced to wine at the age of 18 or 19.

However, the younger generation is likely to be cynical about companies targeting them with products via networking sites. The findings, released by Wine Intelligence, also found these type of consumers were wary of recommendations by wine writers believing they are not "impartial" and some how connected to the wine trade.

"They are more likely to work on recommendations by their peers via the social networking sites or text messages," Lulie Halstead, chief executive, Wine Intelligence said. "This gives brand managers less control."

This generation of consumers are also more likely to use an independent store and be hand sold wine and are unlikely to buy cases of wines. They also see white, red and rosé wine as very separate categories.

White wine is associated with "having fun" whislt red wine is seen as more sophisticated and likely to be the bottle of choice for when on a date. Rosé is still the drink of choice and brings consumers into the category.

"This brings into question whether brand managers should treat white, red and rosé as separate distinctive categories as this is how the generation perceives them," Halstead said.

Restaurant wine lists also came under fire for "causing anxiety" among this generation due to lack of knowledge regarding variety and matching with food.

Printer friendly version