As the Baby Boomer generation ages, they are drinking less wine due to health reasons. So too, with the Millennial’s. Their generation has continued a trend that is focused on healthy food and less alcohol. Cider, Sangria & Wine Cocktails are gaining ground as growing as Millennial explore entry-level brands and new beverage options.However, the growth of new substitute products, such as cider, cannabis infused wine, and creative entrants from craft beer and spirits are providing them with more options.
Wine tasting visits to wineries are trending down. According to Rob McMillan, executive vice president of the Silicon Valley Bank Wine Division, https://www.forbes.com/sites/lizazimmerman/2019/05/22/rob-mcmillan-presents-the-2019-svb-insights-for-successful-consumer-wine-sales/#69499b5f42a5. Both Rob and Danny Brager, Vice President of The Nielsen Company have analyzed the top US wine sales and trends for 2019. http://Unified Wine & Grape Symposium .
Trending: Price point, Containers and Augmented Reality Labels
Wineries are focused on offering younger generations more wine selections to choose from. The trends are showing that bulk wine sales are not working with the millennial generation. Also, their initial wine purchase is economical. Nationwide, most wine is sold at a price point ranging between $11.99 – $19.99. Industry’s solution is to package wine in smaller packaging, similar to that of soda. Wine in cans are mainstay now. Other alternative containers include tetra, box, and mini-bottles. New high-tech augmented reality labels (19 Crimes and Bogle Phantom), are capturing the attention of younger wine consumers. This marketing approach involves downloading an Ap that brings interactive, fun to the wine experience. It also allows wineries to stand out among a crowded field of wine and increase purchases in additional varieties. I-Generation is especially fascinated by the AR labels. iGeneration is the name Jean Twenge (iGen) assigns to those born in 1995. So in 2019, those in iGeneration are 7 to 24 years old.
The new trend on healthy food and beverages is widespread throughout all age groups across the nation. Though it is not legal to advertise health benefits of wine in the US, and wine is not classified as a food according to the FDA. Producers are allowed however, to add calorie counts and statements like “gluten free” or “all natural flavors”. Don’t be surprised if you see descriptors including “no taste additives, low carb, vegan friendly, sulfite free, low calorie, low alcohol, light, lighter, organic, paleo friendly,” to more wine labeling.
Tasting Room Preferences
Wine Tasting rooms are trending to their preferences with improving personalized experiences. Younger generations like to linger more during the tasting room experience. They tend to visit in groups of four and six rather than in pairs and prefer a more casual, less pretentious wine-tasting experience. Ideally, visiting with the host or winemaker.
As with all trends, the wine industry will monitor these consumer movements in order to be relevant if it wants to sell wine across different demographics. For more information on Florida wineries near you, contact your local UF/IFAS County Extension Agent.