Marketers’ obsessions with youth may be premature, at least in some markets
If you are a careful reader of marketing media (and Wine Intelligence Network News), you could be forgiven for concluding that Millennials are now the only consumer group worth thinking about, given the volume of news coverage devoted to their every consumption move.
And while no self-respecting wine marketer can walk into a meeting nowadays without having an “elevator pitch” marketing strategy for these exciting consumers aged between 20 and 35, it’s equally important to have a sense of perspective. As our infographic shows, the average age of a monthly wine drinker is still close to 50 in most large consumption markets for wine.
At the top of the age tree is Germany. Here, the typical consumer is in their 50s, shops at Aldi, and tends to spend 2-3 euros a bottle. Perhaps this is why marketing departments are so much more interested in targeting the archetypal 20-something hipster looking for an interesting organic Pinot Noir in a cool new bar.
That said, it’s probably about time to re-evaluate the benefits of the oldies to the wine category. While youngsters’ consumption behaviour is fashion driven, and fickle, our data suggests that consumer patterns of buying, and choice cues, become more predictable and stable as they get older. In other words, if they find a brand they like, they tend to stick with it and buy it in quantity. Nothing to set marketers’ pulses racing, but will help pay their wages this Christmas.