From Markus Schmidli
, at 15. April 2011 14:05
just-drinks.com editorial team – The US wine market could see a “revolution” of tastes and styles over the next 20 years as consumers make new demands of producers, according to a recent report.
The wine research and consultancy service Wine Intelligence has warned this week that today’s younger consumers in the US will look for a broader range of varietals, source countries and wine styles as they enter the wine drinking years of 45 to 64, compared with current consumers in the age bracket.
The range of wines available in the US does not fit these forecast changes, the company has concluded.
“American wine consumers between 21 and 45 tend to exhibit quite different category behaviours and attitudes compared with their over-45 counterparts,” said Richard Halstead, COO of Wine Intelligence and lead author of the report. “We believe the retailers, distributors and brand owners who are prepared to embrace these changes will be the ones on top come 2030.”
‘The LIWF White Paper - Style trends in the American wine market: A future of diversity?’ - which will be officially launched at this year’s London International Wine Fair next month, predicts that imported wines will grow their share of the US market. Domestic wines, meanwhile, will need to broaden their scope of style and varietal offers in red and white wines.
Wine Intelligence formed its conclusions from ‘Vinitrac USA’, a tracking study of 2,000 US consumers every two months, which it has been running for the last four years.
|
Share | Tweet |
