India's First Wine, Food and Hospitality Website, INDIAN WINE ACADEMY, Specialists in Food & Wine Programmes. Food Importers in Ten Cities Across India. Publishers of delWine, India’s First Wine.
Skip Navigation Links
About Us
Indian Market
Wine & Health
Wine Events
Retail News
Contact Us
Skip Navigation Links
Wine Tourism
Book Review
Photo Gallery
Readers' Comments
Video Wall
Media Partners
Ask Wineguyindia
Wine & Food
Wine Guru
Gerry Dawes
Harvest Reports
Mumbai Reports
Advertise With Us
US Report on Indian Market Released
Top Ten Importers List 2015-16
On Facebook
On Twitter
Delhi Wine Club
Italian Youth Drinking less Wine

Posted: Thursday, 21 April 2011 10:56

Italian Youth Drinking less Wine

An evening walk around Piazza Bra in Verona with hundreds of young Italians milling around holding wine glasses or scores of them waiting patiently outside the over-packed, iconic Antica Bottega del Vino nearby, may give lie to a market study that shows that only 13% of those in the 16-35 year age bracket drink wine, the number steadily coming down and currently lower than ever.

The research conducted by Axier-Confcommercio-Unicab for Vinitaly found some interesting facts based on a survey of about 600 people that confirmed the expected result that older Italians still drink wine regularly with the study indicating that 69% Italians over the age of 65 years drink wine every day.

Giovanni Brunetti of Unicab ascribes the phenomenon of declining consumption to the social evolution in Italy. Italian families have become more and more fragmented during the last decade. They don’t eat meals together anymore and wine is no longer considered a form of food or nutrition. The research also shows that 30% of Italians do not consider wine to be a symbol of Italian gastronomy anymore. The high rate of unemployment also keeps the Italians away from wine to some extent and attracts them to other cheaper forms of alcohol.

The cost of wine has thus played a part in the drop in consumption. Nearly half of the Italian population (48.8%) spends less than €3 on liter of wine for everyday quaffable wine while 30% spend between €3 and 10. “A price issue”, comments Lucio Mastroberardino, president of the UIV (Italian Wine Association), “because of the price factor,young people who cannot afford a wine bottle, opt for other alcoholic ones”.

Over a third of wine in Italy is now being sold through the supermarkets, which are gradually introducing in-store educational schemes, such as touch-screen terminals. One may often find wine experts on hand in the supermarket aisles helping the customers with proper wine selection. But as Paul Arena, president of Confcommercio Verona claims, there is usually no one to explain the value of a particular wine and this could be one of the major reasons for the loss of competitiveness.

However, 70% of Italians still believe that Italian wines are a symbol of excellence. The research also showed that nearly half of the 22% of Italians who have reduced their wine consumption in the last two years have done so for health reasons.

The findings were revealed at Vinitaly, in Verona earlier this month. Unicab concluded by outlining strategies to win back Italian wine drinkers. The researchers feel that the producers need to focus and work harder at the age group of 40-60 years to increase the sales. There is also a growing need for information dissemination at various levels of the market segment. More investment in communication and advertising are necessary to keep the brand image, finds the survey.

The 46th edition of Vinitaly will be held on 25-28 March 2012 followed by the 47th edition on 7-10 April, 2013.


Want to Comment ?
Please enter your comments in the space provided below. If there is a problem, please write directly to Thank you.

Generate a new image

Type letters from the image:

Please note that it may take some time to get your comment published...Editor

Wine In India, Indian Wine, International Wine, Asian Wine Academy, Beer, Champagne, World Wine Academy, World Wine, World Wines, Retail, Hotel


Copyright©indianwineacademy, 2003-2020 |All Rights Reserved
Developed & Designed by Sadilak SoftNet