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Allegrini 2018

FINDING FUTURE WINE LOVERS – MILLENNIALS IN THE USA PREFER DESIGN AND BRAND TO TYPE AND TERRITORY, ARE SENSITIVE TO PRICING, AND ARE VERY INTERESTED IN ORGANIC WINES, REVEALED THE NOMISMA STUDY FOR VERALLIA

Millenials in the USA prefer the bottle’s design and a famous brand to type and territory of the grape. They love wine cocktails, which for the most part they buy in supermarket chains or online, are indifferent to alternative packaging, but are more attracted to organic than to native grapes.
This is the picture of Millennials in the USA, as revealed the study "Wine according to Millennials: a new generation of consumers", conducted by Nomisma for Verallia, a leader in bottle and glass container production, presented by vice chancellor Michael Antonio Fino, at the University of Culinary Sciences in Pollenzo.
“Taste is not passed on, it is created. Trends change”, Fino explained, “ and we have to understand them. Millennials are not afraid of new frontiers. We need to have an open mind in our companies: we must not be afraid to innovate. This is what we are trying to teach our students”.

The US market is fundamental for the Italian wine world since it has a turnover of 5 billion euros, of which Italy’s share in volume amounts to 32.4%. This is the reason which is why, beyond the customs barriers that the Trump Administration may establish, in perspective, it is crucial for Italian companies to know, conquer and cultivate the favor of American Millennials, the generation of young consumers born and grown up at the turn of the century.

The core of the Nomisma study is the comparison between attitudes of Italian Millennials and their American peers, and the result is a very different cultural approach to wine. Young adults in the US, for instance, choose wine for brand awareness (32%) and much less for type of wine (21%). In contrast, Italian Millennials’ first choice criterion is the type of wine (51%), while brand awareness is marginal (10%).

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