Young Adults Shun Wine Lists in Casual Venues

Study Reveals Wine Lists Are Holding Back Sales Among Young Adults

2024-10-23

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Young Consumers Find Wine
Young Consumers Find Wine "Boring and Outdated" Compared to Beer and Cocktails

A recent study by the Wine Market Council (WMC) has revealed that young adults in the United States find wine lists in casual restaurants and bars unappealing, which is holding back wine sales in these venues. According to the consumers interviewed, wine has low visibility in these establishments and is often placed at the end of drink menus, perceived as "boring and outdated" compared to craft beers and cocktails, which are presented more attractively with photos and detailed descriptions. This lack of engaging presentation and information about wine flavors and characteristics has led many younger drinkers to choose other options.

The qualitative study, part of a broader analysis on how to attract young and multicultural consumers to wine, involved tracking 27 people under 40 years old as they purchased wine in various settings, including restaurants, bars, physical stores, supermarkets, and online. Through over 46 hours of video recordings, researchers gathered feedback that highlighted key issues. Wine menus, typically limited to listing grape varieties like Chardonnay or Cabernet Sauvignon without offering descriptions to guide the consumer, were particularly criticized for failing to generate interest compared to cocktail or beer sections, which are often organized by flavor profiles.

The young participants also expressed that buying wine in physical stores can feel overwhelming due to the large number of choices available. Simple signage, such as dividing wines into red and white categories or offering a section for low-alcohol or alcohol-free wines, was seen as helpful. Additionally, many appreciated the option to sample small amounts of wine before purchasing, though this is not permitted in all states.

When it came to online wine shopping, most of the participants said they rarely bought wine online, mainly due to high shipping costs. However, those who did during the study enjoyed the experience, comparing it to shopping for cosmetics or clothing because of the ability to filter options by wine color, style, variety, or price.

Another notable finding from the study was that some younger consumers showed interest in wine-based cocktails, such as wine slushies, suggesting an opportunity for wineries to offer cocktail recipes along with their usual products. Liz Thach, Master of Wine and president of the WMC, was surprised by the strength of the feedback on wine lists in casual dining and bar settings. According to the young participants, wine menus lack the appeal of craft beer and cocktail sections, which are more organized and informative.

Christian Miller, director of research at the WMC, noted that the findings from this initial qualitative phase provide a solid starting point for the upcoming quantitative survey being developed with research partner Ethnifacts. The next phase, a national survey, will give the wine industry concrete data on the steps needed to better connect with young and multicultural consumers, a market increasingly interested in novel products and experiences beyond traditional offerings.

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