NORTH AMERICANS DRINK MORE, GERMANS DRINK CHEAPER, AND ALMOST ALL PREFER RED: THE RESULTS OF THE “FOREIGNERS AND WINE” STUDY BY IDEEUROPEE FOR ASTORIA WINES

Above all, Germans, but also the French, Japanese, and English usually choose the best deal wines. White is preferred by a minority of foreigners, most of whom are French or German. Reds are very popular, especially with North Americans and Spanish. Though one white wine has had a particular success recently, the sparkling Prosecco.
Germans are the biggest fans of this wine from Treviso. In fact, 21.4 % of foreigners who chose Prosecco were German. These, among other data, are the results of the study “Foreigners and Wine”, a survey conducted by Ideeuropee (www.ideeuropee.com), communications agency for Astoria Wines. The aim of the study was to supply profiles of the foreigners that frequent wine bars in Italian cities. A sample of over 130 wine bars were chosen throughout Italy, in Turin, Milan, Venice, Florence, Bologna, Rome, and Naples. Owners were given a questionnaire asking about the uses and habits of their foreign clientele. Here are the rest of the results: North Americans make up the majority of the clientele in Italian wine bars (26.6%). This group is followed by visitors from the neighboring countries of Germany (18%) and Britain (15.5%). Japanese make up 13.1%, French 8.4%, followed by Russians (6%), Spanish (5.3%), South Americans (3.2%), and Africans (1.2%).
Quantitatively, the amount of wine consumed reflects the number of visitors, even reinforcing the percentages: North Americans consume 37.1%, while Germans consume 23.7%, followed by the English with 18.2%. The French consume 7%, Russians 3.3%, and the rest 2.3%. In choosing wines, North Americans most often rely on choices proposed by proprietors (18.1%), followed by the French (11.3%), Japanese (8.3%), English (7.4%), Spanish (7%). Russians and Germans are the most “autonomous” clients in their choices (2.2 and 5.2% respectively). Naturally, the “consultation” requests when choosing wines do not correspond with ignorance levels, but rather the willingness to learn more. This is confirmed by the various competencies of foreign groups. Japanese drinkers are the most knowledgeable (17.5%), followed by the English (14.7%), Germans (14.1%), North Americans (13.3%), and French (11.3%). Russians and Spanish, however, could benefit from a wine course or two.