WHAT
DO THEY WANT FROM THEIR WINES?
WHY
GENERATION
WINE?
It was initially coined way back in 1996 and has been studied extensively as a driver of consumer behaviour. If you’ve ever received email marketing with subject lines that say something like “Last Chance!” or “Selling Fast” then you’ve seen how this concept is used in marketing to drive impulse purchases.
You may have heard the term
– or the Fear Of Missing Out – bandied about.
Young people are particularly sensitive to FOMO with 69% of millennials stating that they have experienced this phenomenon*.
The concept of FOMO can tie neatly into our understanding of young wine drinkers who are excited to try new things. It might be worth calling out feature wines on your list that are on offer for a limited time, are new to the list or are trending in the on-trade or which change on a regular basis, to give young experimenters a reason to not only try more from your list but also to come back next month and see what’s new.
It won’t be a surprise that young people often have tighter budgets. With most early in their careers or studying, they will usually have less to spend overall on experiences in the on-trade than their older counterparts. However, looking at consumer sentiment data among this demographic, it doesn’t seem to translate into price being the primary driver of their drink choices. According to Proof Insight, 75% of young wine drinkers will go out of their way to seek the best quality wine that they can get within their budget. Wine drinkers under 40, it appears, drink wine less often but will be more likely to trade up when they do. Wine Intelligence COO, Richard Halstead suggests that this is what contributes to the higher per capita spend of younger wine drinkers in the on-trade. A factor, he argues, that is also driven by the perception of wine among younger drinkers as something special to enjoy during occasions, rather than an everyday indulgence*.
In building a wine list that appeals to young people it would be a mistake to assume a limited budget and place too much emphasis on entry level wines. Rather, think about selecting wines that are suited to the occasions that young people enjoy, such as a good quality Prosecco to enjoy before heading to a nightclub or a lovely Provence rosé in an elegant bottle that will stand out on the table during a girls night out.
This trend holds true for people who identify themselves as wine lovers. According to research from Proof, Gen Z wine lovers are more than twice as likely to actively seek out experiences that translate into great social media content (41%) as all other wine drinkers (19%)*. This doesn’t have to mean spending thousands on decor or AR technology for your venue, but it could mean introducing wine centred events with a participatory element, like a wine cocktail masterclass or teaming up with a local artist to offer combined wine tasting and pottery classes.
THINK OUTSIDE THE BOX TO CREATE EXPERIENCES THAT YOUR YOUNG CUSTOMERS WILL BE EXCITED TO SHARE AND DON’T FORGET THAT THE VISUAL IS AN IMPORTANT PART OF WHAT WILL ULTIMATELY MAKE IT ONTO THEIR SOCIAL MEDIA.
There is of course an added benefit of free publicity and the chance of attracting yet more young people to your venue. 53% of people between the ages of 18-24 actively use social media to help them decide on where to go for their next on-trade outing*.
The experience is everything
It is well documented that younger consumers are more interested in engaging with interesting and shareable experiences than their older counterparts. Think about the enormous rise in immersive events and venues that offer games, augmented reality, and a high level of theming. The immersive hospitality industry in the US is growing at an estimated 23% YoY* and was identified by CGA as one of the top 10 trends to watch in the UK hospitality market*.
To address this enormous question, we have worked with our partners at Proof Insight and other hospitality data sources to provide actionable insights and guidance to help operators win with this valuable demographic. We will revisit this topic throughout the year to focus on wines that hold particularly appeal to younger wine drinkers.
The joy of experimentation
If we’ve learned anything about young people from Hollywood movies it is that youth is a time of experimentation and discovery. This certainly seems to be the case among young wine drinkers. 75% of Gen Z wine drinkers say they like to try new drinks, compared to just 47% of other age groups. The drive to discover new wines, rather than stick with old favourites, is tied to the desire for experiences. Trying something new and discussing with friends, in person or online, makes an occasion out of the everyday and creates a memorable experience without having to spend a lot to get it. Wine lists that offer a wide range of styles and offer more than the most familiar styles and regions will appeal to a younger audience, and may encourage them to spend more just to try something a bit different.
Something special
WHY
GENERATION
WINE?
The joy of experimentation
If we’ve learned anything about young people from Hollywood movies it is that youth is a time of experimentation and discovery. This certainly seems to be the case among young wine drinkers. 75% of Gen Z wine drinkers say they like to try new drinks, compared to just 47% of other age groups. The drive to discover new wines, rather than stick with old favourites, is tied to the desire for experiences. Trying something new and discussing with friends, in person or online, makes an occasion out of the everyday and creates a memorable experience without having to spend a lot to get it. Wine lists that offer a wide range of styles and offer more than the most familiar styles and regions will appeal to a younger audience, and may encourage them to spend more just to try something a bit different.
WHAT
DO THEY WANT FROM THEIR WINES?
Young people are particularly sensitive to FOMO with 69% of millennials stating that they have experienced this phenomenon*.
The concept of FOMO can tie neatly into our understanding of young wine drinkers who are excited to try new things. It might be worth calling out feature wines on your list that are on offer for a limited time, are new to the list or are trending in the on-trade or which change on a regular basis, to give young experimenters a reason to not only try more from your list but also to come back next month and see what’s new.
It was initially coined way back in 1996 and has been studied extensively as a driver of consumer behaviour. If you’ve ever received email marketing with subject lines that say something like “Last Chance!” or “Selling Fast” then you’ve seen how this concept is used in marketing to drive impulse purchases.
You may have heard the term
– or the Fear Of Missing Out –
bandied about.
In building a wine list that appeals to young people it would be a mistake to assume a limited budget and place too much emphasis on entry level wines. Rather, think about selecting wines that are suited to the occasions that young people enjoy, such as a good quality Prosecco to enjoy before heading to a nightclub or a lovely Provence rosé in an elegant bottle that will stand out on the table during a girls night out.
It won’t be a surprise that young people often have tighter budgets. With most early in their careers or studying, they will usually have less to spend overall on experiences in the on-trade than their older counterparts. However, looking at consumer sentiment data among this demographic, it doesn’t seem to translate into price being the primary driver of their drink choices. According to Proof Insight, 75% of young wine drinkers will go out of their way to seek the best quality wine that they can get within their budget. Wine drinkers under 40, it appears, drink wine less often but will be more likely to trade up when they do. Wine Intelligence COO, Richard Halstead suggests that this is what contributes to the higher per capita spend of younger wine drinkers in the on-trade. A factor, he argues, that is also driven by the perception of wine among younger drinkers as something special to enjoy during occasions, rather than an everyday indulgence*.
Something special
This trend holds true for people who identify themselves as wine lovers. According to research from Proof, Gen Z wine lovers are more than twice as likely to actively seek out experiences that translate into great social media content (41%) as all other wine drinkers (19%)*. This doesn’t have to mean spending thousands on decor or AR technology for your venue, but it could mean introducing wine centred events with a participatory element, like a wine cocktail masterclass or teaming up with a local artist to offer combined
wine tasting and pottery classes.
THINK OUTSIDE THE BOX TO CREATE EXPERIENCES THAT YOUR YOUNG CUSTOMERS WILL BE EXCITED TO SHARE AND DON’T FORGET THAT THE VISUAL IS AN IMPORTANT PART OF WHAT WILL ULTIMATELY MAKE
IT ONTO THEIR SOCIAL MEDIA.
There is of course an added benefit of free publicity and the chance of attracting yet more young people to your venue. 53% of people between the ages of 18-24 actively use social media to help them decide
on where to go for their next on-trade outing*.
The experience
is everything
It is well documented that younger consumers are more interested in engaging with interes-ting and shareable experiences than their older counterparts. Think about the enormous rise in immersive events and venues that offer games, augmented reality, and
a high level of theming. The immersive hospitality industry in the US is growing at an estima-
ted 23% YoY* and was identified by CGA as one of the top 10 trends to watch in the UK hospitality market*.
To address this enormous question, we have worked with our partners at Proof Insight and other hospitality data sources to provide actionable insights and guidance to help operators win with this valuable demographic. We will revisit this topic throughout the year to focus on wines that hold particularly appeal to younger wine drinkers.
