WORLD MARKETS AS SEEN BY…THE WORLD: THE UK, USA, CHINA AND GERMANY DEMAND LOWER ALCOHOL CONTENT AND ETHICAL WINES, SAYS WINE INTELLIGENCE-PROWEIN. IN CHINA “WHITE” IS THE TREND (WINE & SPIRIT RESEARCH-VINEXPO)

Wines with low alcohol content: this is one of the “musts” on all world markets, whether they are the big, traditional ones like the U.S. and Germany or emerging like China or trend setters like Great Britain, reveals a study conducted by Wine Intelligence for Prowein (to be held in Dusseldorf from March 4-6th, www.prowein.de) on 1.000 “regular drinkers” on all 4 markets. In general, the ideal wine should have less than 12% alcohol content.
In China, the trend is even lower: 91% of consumers indicated their desired level of alcohol between 8.5 and 10.5%. In Great Britain, 22% of the sample says its ideal is 10.5% alcohol and the percentages are very similar also in Germany and the United States. More young people prefer low alcohol content in wine. In China the survey showed that women and consumers between 18 and 39 years old prefer the alcohol level between 5.5 and 8%. The alcohol content percentage, for the same age group, is similar in Great Britain, too. 27% of consumers say the ideal percentage is 10.5% or less.
Consumers have very different opinions about “ethical wines” (organic, bio-dynamic, etc.). In the U.K. and the U.S.A. about one third of the sample interviewed said it is essential that wine is organic, sustainable and comes from fair trade, while in Germany 67% and in China 86%. The grapevine is considered the key element in purchasing a wine, the world over. More than 80% in Great Britain, China and Germany and 93% in the United States said that the grapevine is the most important factor when choosing a wine. In Great Britain Merlot and Pinot Grigio hold first place; in the U.S. and China Cabernet Sauvignon and Chardonnay and the Germans prefer Dornfelder and Riesling.
Yet another trend comes from China, says International Wine & Spirit Research for Vinexpo (www.vinexpo.com): in 2015 it will be the number two market, after the United States and not only for red wines. In 2011 consumption of white wine jumped 19% and within 2015 a 70% boom is expected…