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French wine is 'aspirational and proper'

Published:  18 May, 2010

French wine is considered an aspiration for a new generation of wine drinkers, new research has revealed.

The next generation of wine drinkers look for tradition and sophistication when choosing their wine, Wine Intelligence research has found.

The 18-33 year-olds see French wine as "proper wine" and are likely to buy it for special occasions.

The Generation Wine: Getting to the Heart of Millennial Wine Drinkers Around the World seminar, held at the London International Wine Fair, found the new generation of drinkers were dismissive about modern-looking labels, instead trusting traditional labels.

And while price was important to them, they would spend a "significant" amount on a quality bottle of wine.

Interestingly, the generation sees red and white wine as two different beverages.

And despite growing up with technology, they were sceptical about social media marketing techniques and rarely followed brands on Twitter.

Lulie Halstead, chief executive of Wine Intelligence, said: "The generation is only likely to join wine groups on social media if it recommended by a friend.

"They are more likely to embrace wine apps as more of them upgrade to i-phones."

However, they have the hunger to learn about wine but want to be guided gently, especially buying wine in restaurants.

Halstead said: "The new generation seeks reassurance, especially when choosing wine in restaurants.

"It would be helpful if restaurants had short descriptions and food matching in their wine lists."

Around 10,000 people were surveyed via Wine Intelligence Vinitrac, with a sample taken from 10 countries including Spain, France, China, Belgium, Canada, USA, UK, Australia and Germany.