HOW TO WIN BACK YOUNG CONSUMERS IN THE "OLD WORLD", WHERE THE DECREASE IN CONSUMPTION OF WINE SEEMS RELENTLESS ESPECIALLY IN THE MOST IMPORTANT PRODUCTION COUNTRIES? FOCUSING ON SWEET AND FRUITY WINES, REVEALS THE "MINTEL" STUDY

In the historic wine producing countries in the “Old World”, one of the big issues is the seemingly relentless decline in consumption from Italy to France to Spain and how to win back young consumers. Finding the "solution”, assuming there is one, is everyone’s goal. There seems to be a way, though. Focusing on sweeter, fruity and fresh tasting wines. The London-based market research agency Mintel (www.mintel.com) compiled a survey and found that starting from the case histories of Spanish Sangria among consumers between 18 and 24 years old, 71% of Germans, 59% of Spaniards, 58% of French and 42% of Italians prefer very fruity and sweet wines. This preference seems to unite young Europeans to their peers overseas, ever since the boom of wines such as "muscatel" among American Millenials. But there's more: 36% of Germans, 21% of Italians and French and 18% of Spaniards, according to the Mintel survey, believes sweet and fresh are higher quality compared to dry and aged wines. So, it looks like there is a generational revolution about parameters for choosing a wine.

Like it or not, wine producers have to take it into consideration. There is one constant, however; the importance of knowing the area of origin of the wine, which remains a key factor for 50% of young consumers in France, 35% in Spain, 31% of Italians and 28% of Germans.