Millennials, known as generation Y, refer to all people born between 1980 and 2000. This generation represents half of future wine consumers in the world, 16 million in France according to International Wine and Spirit Research, and they are mostly hyper-connected neophytes. While wine consumption is decreasing in Europe, it will continue to increase in China and the United States in the years to come. Wine, a cultural product par excellence, is consumed differently depending on the culture. In France, wine is sought after by appellation to accompany a meal. In Germany, production criteria and respect for the environment play an important role in consumer choice. In England, we rely on the price.
Millennials, who use social media a lot, are particularly attached to the image, they like to discover wines with innovative designs. For example, the young American favors taste while the young Chinese is more attached to the image of French luxury. In China, Millennials are five times more numerous than in the USA and are steeped in Western culture. China has more than 50 million wine consumers, the majority belonging to the CSP+, making it the first red wine consumer country on the planet.
THE EXPLOSION OF ONLINE SALES
In France, around 1 in 3 millennials have already bought wine online compared to 1 in 2 in the USA and China. This figure is explained by the attachment of the French to their cellar and the need for advice, being more knowledgeable than the average. Despite everything, some sites like Le Petit Ballon, have managed to democratize the purchase of wine online thanks to a unique user experience. The arrival of Generation Y is an upheaval in purchasing behavior, with a need for information and recommendations. The consumer needs to understand what they drink and like to share it via Instagram, #foodie!
This need for information is reflected in the success of the Vivino app, a veritable wine encyclopedia. GAFAM's "black gold" data allows this generation, in search of stories to tell, to know the winemaker, the property, the grape varieties, without necessarily going to the tastings or to the estate. Consequently, domains that produce quality content, in transparency, have direct access to millennials and make them want to know more, for example through wine tourism. The identification process is key with this generation, at the origin of Aubert & Mathieu "our first desire was to drink a wine in which we could identify, having no castle or vines
LESS IS MORE
Generation Y is characterized by a less frequent consumption of wine but they do not hesitate to consume more expensive wines. Between 2016 and 2020 the consumption of red wine increased from 18% in volume to 53% in value, which corresponds to the growth of the luxury sector, driven mainly by China. Millennials are also looking for wines that correspond to the deep aspirations of society: environmental protection, organic production, recyclable packaging. The more the wine embodies these values of responsible consumption, the more it is appreciated. Wine consumption is no longer just a tasting, it's a journey, an invitation to share a responsible vision of the planet.