Americans are drinking more wine according to a recent study by Merrill Research of San Mateo, and wineries are noticing that the next generation consumer is quickly becoming a group to target. These 20 somethings are learning more about the product, are influenced by reviews and recommendations, and are spending more money per bottle than their predecessors.
“My average customer used to be in their late 40s or 50s,” said Phyllis Pedrizzetti, owner of Pedrizzetti Winery in Morgan Hill. “Now most of them are in their mid-20s. They’re definitely better educated. They’re more careful, they are tasting and choosing rather than just buying wine blindly.”
Well it’s about time someone started noticing Generation Y as a huge market segment that is interested in wine. Terms like the ‘Playstation Generation’ have muddied the view of these consumers in the minds of marketers. The assumption that we’re just a bunch of kids that only drink Pepsi and live at home playing video games all day just isn’t accurate. One thing is certain, this generation has grown up with the internet and uses it for everything, wine research included. Movies are also a huge part of this groups influences, and it’s obvious that the success of the movie Sideways has fueled an interest in wine.
Unfortunately at this point, research on wine purchasing decisions for this group is hard to come by. Many panels still target baby boomers for overall market information. But articles like this are sure to get researchers attention.
Read [Gilroy Dispatch]