Consumer research to be revealed at wine fair

London Wine Fair organiser Brintex has commissioned Wine Intelligence, with sponsorship from Cobevco, to carry out an annual piece of wine market research called Carpe Vinum that will focus on a different consumer group each year.

The report for 2014 investigates a group of consumers of critical importance to the future of the UK wine market: Generation Y.  The findings reveal that Generation Y, defined as 18 to 35 year olds, and which make up 25% of the regular wine drinking population, have an overall lack of engagement with wine. This age group, which the report divides into Wired Confidents, Mainstream-in the-Making, and Female Indifferents, is exposed to more alcoholic drink propositions than ever before, and wine is in very real danger of losing market share to other categories. 

The report investigates the varying importance of: buying channels; key influences in buying behaviour, including social media, technology, discounting and peer groups; wine cues; and spend. 

Hard copies of Carpe Vinum 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 Industry Briefing on the findings at 10.30, on Tuesday, June 3 at London Kensington Olympia, where the show is being held this year.

Event Director, Ross Carter, commented: “While the core of the London Wine Fair will always be the three day event, we have committed to adding value to the UK 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.”

Richard Halstead, COO at Wine Intelligence, added:  “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.”

Gillian Walters, sales and marketing director at Cobevco, said: “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. Excellent customer support is at the core of our business, and the Carpe Vinum report 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.”

22 April 2014 - Felicity Murray The Drinks Report, editor