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Wine consumption in France has been steadily decreasing
from 120 liters per capita in the 1980s to 55 liters per capita today,
due to the young millennials, between 21-31 years switching to beer and
spirits rather than wine as also non alcoholic beverages like colas and
juices.
A research project was jointly organized by Sonoma State
University's Wine Business Program and Montpellier's University of Agronomics,
Supagro. A series of in-depth interviews with French millennials were
conducted. The study came out with the following results published by
Wine
Business.
1. Wine is too traditional
Most young adults agreed that wine was part of France's culture and tradition,
but said it was a drink for older people. As young adults, they prefer
to drink other beverages, but will still have a glass of wine with their
family over a meal occasionally.
2 Strong Anti-Alcohol Sentiments
Several interviewees echoed the strong anti-alcohol
movement that has been in effect in France since 1991. The campaign has
been very successful at decreasing drunk-driving, and includes commercials
against drinking, as well as stiff fines, warning labels on bottles, and
prohibitions on alcohol advertising on television and radio.
The impact on wine consumption has been particularly
strong, as wine is the primary alcoholic beverage of France. One person
commented, "Beer has lower alcohol than wine, so I usually buy beer
in a nightclub."
3. Taste of Wine
More than half of the interviewees admitted that they
didn't enjoy the taste of wine. In fact, when they did drink it, most
said they preferred sweet white wines such as Muscat, Moelleux, or Sauternes.
In the past generations, French children were introduced
to wine by their parents at the dinner table, with a small amount being
added to water. With the new millennials this practice has stopped, so
many do not taste wine until older. With sweeter beverages such as colas
and juices being the primary benchmark, they do not like the taste of
drier, tannic, and more acidic wines.
4 Wine Too Expensive
"Good wine is just too expensive- especially in
restaurants. In nightclubs and bars, you often don't see wine, but only
beer and cocktails. If they do have wine, it is cheap and bad." Other
French Millennials echoed this sentiment, and said that beer was cheaper
to purchase than wine. "France has a lot of cheap wine," said
one interviewee.
5 Wine is Confusing
Surprisingly many of the young French adults found the
product to be confusing. "I don't know which one to pick when I go
in a store," said one person. "There are so many names and regions,
and I don't know what they will taste like." Another commented, "It
is very frustrating buying wine in France. If I find a wine I like from
a certain region, and I go to buy from that region again, it often doesn't
taste the same."
Positive on Wine and Food
The most positive common sentiment was that wine is good
with food. Most said they never drink wine without food. A common word
used to describe wine was "natural" and creating a "convivial"
atmosphere with family and friends.
Most young French adults did not view wine as a beverage
to drink and get rowdy but as a drink for relaxation with friends and
family.
Wine Future
The Millennials interviewed were asked how the industry
should sell more wine in a responsible and safe manner to their generation.
The data is still being analyzed, but a few recommendations included starting
a "Buy Local Wine Campaign" to promote local producers and protect
terroir driven wine; launching a national French wine brand at a premium
price point that promoted all major regions; and enhancing wine education
and culture in schools and universities.
Recommendations on packaging were also provided, with
almost all French Millennials suggesting offerings of smaller wine bottles
of quality wine in restaurants, nightclubs and bars. Clearer and more
colourful labels were also recommended.
The study will give food for thoughts for the wine producers and marketers
who will get tips to make wine more approachable to the young millennials
with better purchasing power.
France seems to have done an admirable job at decreasing destructive
and dangerous drinking levels. Indeed India and our health minister Mr.
A Ramadoss can take many positive tips from their efforts. It is time
to educate and socialize people to responsible alcohol and wine consumption
and not talk of blanket bans and prohibition which has not worked in any
state so far, including Gujarat where it carries on in a clandestine manner
anyway.
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