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Trendy or traditional? How young adults in the UK interact with wine

Published by: just-drinks

Published: Oct. 31, 2006 - 19 Pages


Table of Contents


Introduction: Why young adults matter to the wine industry

The young adult wine market in context

Young adult attitudes to wine: The four S’s

Social acceptance

Sociability

Sophistication

Safety

Conclusions


List of figures

Figure 1: UK: Regular wine consumers by age (%)

Figure 3: ‘Which types of alcoholic beverage do you drink on a regular basis?’ (%)

Figure 4: UK: Types of alcoholic beverage consumed regularly by age/gender (%)

Figure 5: UK: Red wine drinkers vs. non-red wine drinkers (%)

Figure 6: UK: White wine drinkers vs red wine drinkers (%)

Figure 7: UK: Rosé wine drinkers vs non-rosé wine drinkers (%)

Figure 8: Country of origin of most-drunk wine (%)

Figure 9: UK: Typical off-trade spend by wine price bracket (%)

Figure 10: UK: Typical on-trade spend (%)

Figure 11: Objective knowledge: Average scores out of 12

Figure 12: ‘From where have you bought wine in the past six months?’ (%)

Abstract

Why do young adults matter to the wine industry? October’s briefing looks at the young adult wine market, their attitude to wine, and the reasoning behind their consumption patterns. Four key issues are discussed: social acceptance, sociability, sophistication and safety. As this briefing will argue, young adults represent an interesting market for wine producers. In general they do drink lots of alcoholic beverages, but tend to have broader drink repertoires than older consumers. Plus, it will also attempt to address the confusion that exists in the minds of young adult consumers - and, more importantly, in the minds of wine brand owners marketing to this group - over how wine should be perceived.

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