{"id":37615,"date":"2024-01-21T18:32:07","date_gmt":"2024-01-21T17:32:07","guid":{"rendered":"https:\/\/fermentis.com\/?page_id=37615"},"modified":"2024-01-24T10:50:36","modified_gmt":"2024-01-24T09:50:36","slug":"wine-consumption-the-younger-generations","status":"publish","type":"page","link":"https:\/\/fermentis.com\/en\/wine-consumption-the-younger-generations\/","title":{"rendered":"Wine consumption &#038; the younger generations"},"content":{"rendered":"\n\t<section class=\"section\" id=\"section_1101344773\">\n\t\t<div class=\"section-bg fill\" >\n\t\t\t\t\t\t\t\t\t\n\t\t\t\n\n\t\t<\/div>\n\n\t\t\n\n\t\t<div class=\"section-content relative\">\n\t\t\t\n\n  <div class=\"banner has-hover has-parallax\" id=\"banner-571091973\">\n          <div class=\"banner-inner fill\">\n        <div class=\"banner-bg fill\" data-parallax=\"-4\" data-parallax-container=\".banner\" data-parallax-background>\n            <img loading=\"lazy\" decoding=\"async\" width=\"1202\" height=\"800\" src=\"https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-consumption.jpg\" class=\"bg attachment-original size-original\" alt=\"\" \/>                        <div class=\"overlay\"><\/div>            \n                    <\/div>\n\t\t\n        <div class=\"banner-layers container\">\n            <div class=\"fill banner-link\"><\/div>            \n   <div id=\"text-box-499905490\" class=\"text-box banner-layer x50 md-x50 lg-x50 y50 md-y50 lg-y50 res-text\">\n                                <div class=\"text-box-content text dark\">\n              \n              <div class=\"text-inner text-center\">\n                  \n\t<div id=\"text-2454328640\" class=\"text\">\n\t\t\n<h2><span style=\"font-size: 110%;\">Wine consumption habits &amp; the younger generations<\/span><\/h2>\n\t\t\n<style>\n#text-2454328640 {\n  color: rgb(255,255,255);\n}\n#text-2454328640 > * {\n  color: rgb(255,255,255);\n}\n<\/style>\n\t<\/div>\n\t\n              <\/div>\n           <\/div>\n                            \n<style>\n#text-box-499905490 {\n  width: 82%;\n}\n#text-box-499905490 .text-box-content {\n  font-size: 100%;\n}\n<\/style>\n    <\/div>\n \n        <\/div>\n      <\/div>\n\n            \n<style>\n#banner-571091973 {\n  padding-top: 300px;\n  background-color: rgb(255, 255, 255);\n}\n#banner-571091973 .overlay {\n  background-color: rgba(0, 0, 0, 0.331);\n}\n#banner-571091973 .banner-bg img {\n  object-position: 45% 34%;\n}\n<\/style>\n  <\/div>\n\n\n\t\t<\/div>\n\n\t\t\n<style>\n#section_1101344773 {\n  padding-top: 0px;\n  padding-bottom: 0px;\n}\n<\/style>\n\t<\/section>\n\t\n\n\t<section class=\"section\" id=\"section_1753913603\">\n\t\t<div class=\"section-bg fill\" >\n\t\t\t\t\t\t\t\t\t\n\t\t\t\n\n\t\t<\/div>\n\n\t\t\n\n\t\t<div class=\"section-content relative\">\n\t\t\t\n<div class=\"row align-middle\"  id=\"row-1449124464\">\n\n\t<div id=\"col-320004111\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_2079248014\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1061\" src=\"https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations.jpg\" class=\"attachment-original size-original\" alt=\"Wine consumption habits - Generations - Fermentis\" srcset=\"https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations.jpg 1920w, https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations-800x442.jpg 800w, https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations-1024x566.jpg 1024w, https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations-768x424.jpg 768w, https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations-1536x849.jpg 1536w, https:\/\/fermentis.com\/wp-content\/uploads\/2024\/01\/wine-generations-600x332.jpg 600w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_2079248014 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n\t<div id=\"col-696394979\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Wine consumption worldwide has been pretty stable throughout the past 20 years, with some annual variations of course but generally it is a mature market, dominated by some historical countries, namely the biggest production countries.<\/p>\n<p>However, throughout the last decade, there have been concerns in several countries regarding the loss of interest towards wine in the younger adults of legal drinking age. This is the case in two key markets which are the US and the UK. In 2010, the 21\u201334-year-old group represented 28% (US) and 24% (UK) of regular wine drinkers, but that figure dropped to only 18% and 14% in 2020.<\/p>\n<p>Increased competition from other types of beverages such as hard seltzers or spirits is one reason that explains this trend but there are others, including abstaining from alcohol altogether. However, the good news is that the younger generation who are consuming wine seem to be more passionate and curious than their parents, and might be more inclined to learn, experiment, discover and drink more premium wines.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n<div class=\"row\"  id=\"row-2012060990\">\n\n\t<div id=\"col-46451760\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>In France, the decline in consumption in the 18-39 age group has been a source of concern for a while now. However, statistics are more encouraging than the expected trend! This young age group accounts for 28% of all wine drinkers in France, which is considerably higher than other countries such as the UK and US.<\/p>\n<p>Drinking patterns for the young generations are close to the anglo-saxon countries: wine is consumed in a festive environment, during social occasions, and there\u2019s interest in discovering new flavours as well as food and wine pairings.<\/p>\n<p>So, should we be concerned about the generational changes regarding wine consumption? Well, there\u2019ll always be several ways of seeing things. Global trends around health might lead to a global drop in wine consumption in the following years.<\/p>\n<p>The younger generations will be leading this trend, but to say that they will no longer be drinking wine in the future would be very misleading. New generations including generation Z are quite complex and heterogenous, but they are curious of fermented beverages and will show interest, especially when it comes to discovery, education and taste.<\/p>\n<p>The current decade is probably a great opportunity for winemakers to connect with younger consumers, through education, new channels of communication, and highlighting the more premium and\/or unusual wines in their portfolio. \u00a0\u00a0<\/p>\n<p><span style=\"font-size: 11.52px;\"><i>Sources:\u00a0<\/i><\/span><\/p>\n<p>Wine Intelligence : <a href=\"https:\/\/www.theiwsr.com\/fewer-younger-lda-drinkers-are-entering-the-wine-category-does-it-matter\/\">https:\/\/www.theiwsr.com\/fewer-younger-lda-drinkers-are-entering-the-wine-category-does-it-matter\/<\/a><\/p>\n<p><a href=\"https:\/\/www.wineintelligence.com\/press-releases\/press-release-frequent-wine-drinking-population-in-the-us-in-decline-led-by-younger-consumers-though-overall-participation-in-wine-category-up\/\">https:\/\/www.wineintelligence.com\/press-releases\/press-release-frequent-wine-drinking-population-in-the-us-in-decline-led-by-younger-consumers-though-overall-participation-in-wine-category-up\/<\/a><\/p>\n<p>Paris Vin Expo\u00a0: <a href=\"https:\/\/www.maisondesvinsdulanguedoc.com\/_objects\/tao_medias\/file\/wi-pour-wine-paris-vinexpo-paris-la-bataille-des-generations-france-press-handout-176209.pdf?1695029305\">https:\/\/www.maisondesvinsdulanguedoc.com\/_objects\/tao_medias\/file\/wi-pour-wine-paris-vinexpo-paris-la-bataille-des-generations-france-press-handout-176209.pdf?1695029305<\/a><\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t\t<\/div>\n\n\t\t\n<style>\n#section_1753913603 {\n  padding-top: 30px;\n  padding-bottom: 30px;\n}\n<\/style>\n\t<\/section>\n\t\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":30957,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-blank.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-37615","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Wine consumption &amp; the younger generations - Fermentis<\/title>\n<meta name=\"description\" content=\"What is ViniLiquid\u2122 and why should you use it? 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