September 25, 2022

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Young people in the US, UK, Canada and Australia are creating a consumer revolution after the bubbles, the epidemic

Since the beginning of the 21st century, if there’s one type of alcohol, it’s bubbles, and they continue to grow, at least until the onset of the epidemic, by 2020, with purchases falling by 5% because, like sparkling wines like Prosecco and the more expensive champagne bottles in everyone’s hands The sparkling wines within, the sparkling wines still represent the Joy de Vivre, feast, which is not very suitable for domestic consumption. Disabling. 2021, like many consumers, marked a recovery, but a two-year epidemic emerges from “wine intelligence shining wine reports”, particularly accelerating changes in consumer attitudes in countries such as the United States, Canada, and the UK. Australia, and it’s about two aspects: who chooses the bubbles and how.

Starting from the first aspect, the wine intelligence data for 2021 show a profound change in both the four English-speaking markets, both in volume and value. Basically, since 2016, consumers over the age of 55 have gradually left the bright category, or in any case the quantity and frequency of consumption has decreased. In the UK, there has been a significant acceleration due to the Govt epidemic, which has thwarted any opportunity to interact between restaurants and closed spaces, leading to a net decline in the number of sparkling wine consumers. Celebrations were canceled or postponed. At the same time, In recent years, thanks to the Millennials and Generation Z, the category of bright drinkers has grown, with a clear acceleration of living in cities under the age of 45 by 2021, eliminating stereotypes that there are more men than women.

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This group of urban youth had the potential to quickly return to pre-epidemic consumption (Especially for more mature consumers), has an important budget for travel and social life. It is a very lively target, with quality and growing bubbles, locally produced species, which is good for manufacturers in the US and Australia. The paradox is that at the same time, the trend towards still wines is moving in the opposite direction: consumption in the UK, Australia and the US is increasingly linked to that of a mature drinker, while the share of young people is declining. . Consumption of stale alcohol has doubled, probably due to an increase in the frequency of consumption during epidemics. Canada is an exception, for at least a decade young people have been producing the wine world, especially nationally, in a biological and sustainable way and marrying with confidence.

Returning to the group of young bubble drinkers, mostly men, dictate the change: first, by making sparkling wine, as their parents had, not wine for snack and feast, but aperitif. After work. Sparkling wine is an occasional beverage that includes spirits, beer and still wine and has a very large portfolio: it is now frequently selected, especially in certain markets, further reducing the frequency and occurrence of high frequency consumption. Other types of drinks. Another aspect that needs to be underlined is about the economic and social profile of Sparkling drinkers today: if before they were rich boomers today they are young workers living in big cities. And in technology centers, so in London in the UK, Toronto in Canada, but also in cities like Austin, Atlanta and Denver in the US.

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As every generation does, even the millennials, by their choices, reject and distinguish the conservative view that previous generations possessed of sparkling wines. Therefore, people over the age of 55 firmly believe that there is a perfect time and place to unwrap the bubble, which means that on special occasions, people between the ages of 25 and 39 will not see themselves drinking a glass of sparkling wine at the end. Opening a bottle during a day at work, or lunch at home with friends, can still be a tradition of locking up that has disrupted many consumption habits. Apparently, the general macro trends that are changing the attitude towards alcoholism are about glossy wines that start out in moderation. Once a month, and a large, older consumer, mostly women, restricts sparkling consumption to special occasions, or even decides not to drink too much sparkling wine.


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