about the behind-the-scenes processes , or tasting wines alongside ethically sourced and locally produced artisan foods . Brands and suppliers should also leverage their social media as a resource for young consumers to explore and experience the fun of wine via an accessible approach .

For example , several wine brands are now utilizing a QR code on their back labels to provide easy access to the wine ’ s backstory , tasting notes , pairing suggestions and information on winemaking practices and regions .

Given that there is more competition for alcohol market share with a greater variety of alcoholic beverages for consumers to select from , the wine industry needs to spend more on advertising and promotional programs that accentuate the fun and social aspect of wine .

The factors holding back the wine business today need to be critically assessed to convert the younger demographics as they grow in purchasing power . Wine is a vibrant , dynamic industry with potentially as much modern appeal to younger consumers as any other beverage alcohol category . It just must do a better job at listening and responding to today ’ s consumer to grow its future . •

Marina Velez is Research Director , Data & Insights for The Beverage Information Group , the data partner of Beverage Dynamics . For more information on the wine category please visit the Beverage Information Group ’ s website or contact Marina Velez , mvelez @ epgspecialtyinformation . com or 763−383−4453 .

Industry Data

BEVERAGE

Analysis and Insights

IMBIBE CONSUMER REPORT PROJECT

THE AMERICAN DRINKER & SIX UNIQUE CONSUMER SEGMENTS

Consumer Information

SCAN for more information .

26 Beverage Dynamics • Spring 2024 www . beveragedynamics . com