Consumers of premium wines are 7% of the total in the U.S. and 12% in China

Ready to spend more than the average, they drink more frequently and in a different way, with a greater propensity towards European labels and made in Italy. These are the premium consumers portrayed today by Wine Intelligence for the Consortium for the protection of Valpolicella wines, a segment of “fine wine” enthusiasts that represents 7% and 12% respectively of regular wine drinkers in the United States and China. However, in the Dragon Country luxury wines are associated with the prestige of the label, starting from the producer, the region of origin or the scores of the critics, while in the USA the considerations on the quality of the product (aging and recognized constancy) are more important, accompanied by an emerging attention to sustainability, indicated by 7 out of 10 American premium consumers.