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Wine’s youth movement | Uncorked | Wine advice and commentary - wine tastings and events around Dayt

Link: Wine’s youth movement | Uncorked | Wine advice and commentary - wine tastings and events around Dayton, Ohio.

Mark, the Dayton Daily News Wine writer has a post on the "Youth Movement" in wine—his post is based off a recent online article from Wine Enthusiast magazine called, Young Wine Drinkers Abound

The youth movement in wine, from a research and polling perspective, and not an ‘actually what’s happening on the streets’ thing can be credited to Gallup, I believe, before the Wine Market Council took up the cause.

The Wine Market Council releases an annual research study on wine consumption, buying attitudes, and other "adoption curve" types of information. 

This year’s research from which the above both  likely derive can be found in Executive Summary form at

It’s an interesting read.  Obviously, this blog makes it a small mission to keep track of wine consumption from the Generation X & Y set, so this batch of research didn’t send me into an analysis frenzy, but interestingly, many of the things that are inherently felt as the way things are moving are manifested in this research.  For example, French wine sales have been slipping here and in France where overall wine consumption is dropping. Yet, it feels like Spain and Italy are coming on.  The research bears this out to a certain degree by saying that consumer perception from 52% of those polled felt that Italy and Australia had "better quality than similar wines."

Another interesting supposition coming out of the research is:

However, only 38 percent of coreconsumers and 28 percent of marginal consumers agreed with thestatement, "You can enjoy fine wines at a reasonable price by buying bythe glass at a restaurant." This is a fairly significant drop fromprevious studies. In 2000, 50 percent of both core and marginalconsumers agreed with the statement, while in 2003, agreement droppedonly slightly, to 45 percent of core consumers and 44 percent ofmarginal consumers. What is creating this new barrier is up todebate do consumers feel that wines by the glass are too expensive, ordo they feel that there aren’t enough good quality fine wines availablein that format?

The mark-ups at restaurants will continue to be something I rail against. 

However, more interesting then the Wine Market Council and more important on a global level is the Gallup research that was released last summer. 

In this research it noted that wine has overtaken beer as the primary drink of choice for most Americans.

So, to net it out:  Generation Y are adopting wine as a drink they enjoy, people do not agree that buying wine in a restaurant is a good deal and people are buying, in addition to California wine, Italian and Australian varietals.

Hmmm ... somebody should start a blog about these converging topics ...


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