March 2 2006
Mark, the Dayton Daily News Wine writer has a post on the "Youth Movement" in wine--his post is based off a recent online article from Wine Enthusiast magazine called, Young Wine Drinkers Abound
The youth movement in wine, from a research and polling perspective, and not an ‘actually what’s happening on the streets’ thing can be credited to Gallup, I believe, before the Wine Market Council took up the cause.
The Wine Market Council releases an annual research study on wine consumption, buying attitudes, and other "adoption curve" types of information.
This year’s research from which the above both likely derive can be found in Executive Summary form at www.winebusiness.com
It’s an interesting read. Obviously, this blog makes it a small mission to keep track of wine consumption from the Generation X & Y set, so this batch of research didn’t send me into an analysis frenzy, but interestingly, many of the things that are inherently felt as the way things are moving are manifested in this research. For example, French wine sales have been slipping here and in France where overall wine consumption is dropping. Yet, it feels like Spain and Italy are coming on. The research bears this out to a certain degree by saying that consumer perception from 52% of those polled felt that Italy and Australia had "better quality than similar wines."
Another interesting supposition coming out of the research is:
However, only 38 percent of coreconsumers and 28 percent of marginal consumers agreed with thestatement, "You can enjoy fine wines at a reasonable price by buying bythe glass at a restaurant." This is a fairly significant drop fromprevious studies. In 2000, 50 percent of both core and marginalconsumers agreed with the statement, while in 2003, agreement droppedonly slightly, to 45 percent of core consumers and 44 percent ofmarginal consumers. What is creating this new barrier is up todebate do consumers feel that wines by the glass are too expensive, ordo they feel that there aren’t enough good quality fine wines availablein that format?
The mark-ups at restaurants will continue to be something I rail against.
However, more interesting then the Wine Market Council and more important on a global level is the Gallup research that was released last summer.
In this research it noted that wine has overtaken beer as the primary drink of choice for most Americans.
So, to net it out: Generation Y are adopting wine as a drink they enjoy, people do not agree that buying wine in a restaurant is a good deal and people are buying, in addition to California wine, Italian and Australian varietals.
Hmmm ... somebody should start a blog about these converging topics ...
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Posted in, Good Grape Daily: Pomace & Lees. Permalink | Comments (0) | Print | Email This
March 1 2006
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March 1 2006
Back in the 1999 - 2000 time frame a website called the Cluetrain Manifesto made waves in the dot-com community. Fast Company, I think, did an article on it and it generally received a lot of fanfare and then subsequently a good deal of revile. I was working for an Internet Systems Integrator at the time and the general modus operandi was to shy away from alot of the jargon that had previously become a part of the tech lexicon. This, was <yawn> another addition to that, <yawn> verbal diarrhea of the time.
I forgot about it. Then, while reading a book on blogging (which, trust, has its fair share of hype) it gives wide credit to the Cluetrain Manifesto for forseeing the coming revolution in the way that people and business communicate--transparently.
So, I checked it out online, bought a hardcover copy for .52 cents off of the used Amazon marketplace and revisited the topic.
The funny thing is, darn if this book did give a lucid if not expansive insight into the near term future of marketing. It’s kind of like daily horoscopes where Capricorn has as much validity as Scorpio for an Aries on any given day, but nonetheless there is some insight that is just now beginning to shape the marketplace.
I urge you to check it out, and I’ll be spending a good amount of time on it myself ... the first 10 of the 95 theses are appended below:
What does this have to do with wine?
A lot really the world of wine is one of the most dynamic, changing industries in the business landscape, but, in my humble opinion, its changing from underneath the people that have created the industry. Globalization, demographics, over-production, organics, technology ... The rules are changing and I think it would be interesting to explore wine through the filter of something like the Cluetrain theses .... so I’m going to ... one by one through all 95 ...
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Posted in, Cluetrain Manifesto Revisited. Permalink | Comments (0) | Print | Email This
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