Italian Wine Podcast

Ep. 2131 The Wine World of the Future - demographic and consumption scenarios | wine2wine Business Forum 2023

Oct 17, 2024
Join Carlo Flamini, a market analyst from Unione Italiana Vini, Marzia Varvaglione, director of a global winery, and Filippo Polegato, a fourth-generation Prosecco producer, as they dive into the evolving landscape of wine consumption. They discuss demographic shifts, the impact of tourism, and the growing preferences of younger consumers. The trio highlights the importance of quality and storytelling in engaging new wine enthusiasts, and explores innovative marketing strategies post-COVID. Discover how the future of wine is shaped by cultural habits and health-conscious trends!
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INSIGHT

Shifting Wine Consumption Trends

  • Global wine consumption is plateauing, prompting a shift towards higher-value products.
  • The focus is no longer on volume but on the message and value within each bottle.
INSIGHT

Demographic Shifts in Wine Consumption

  • Wine-consuming countries are experiencing an aging population, with Italy and Japan having the highest median ages.
  • This demographic shift necessitates understanding the evolving consumer preferences of older generations.
INSIGHT

Younger Generation and Wine

  • Today's younger generation is not growing up with wine as a staple at the dinner table.
  • They face competition from other alcoholic beverages, necessitating a shift in how the wine industry targets these consumers.
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