Beverage World reported on a recent study done by Vinexpo, an international wine and spirits exhibition, concerning wine and the "millennials," consumers aged 20-25. The study examined groups in the U.S., France, Japan, Belgium and the United Kingdom.
Wine is becoming popular with this group but there are a couple barriers: a perception that wine is expensive and a lack of knowledge and/or confusion about wine. Many are turned off by perceptions of wine snoberry. Many of these consumers also view wine as the drink of choice among older adults, which is not a bad thing. They see wine drinkers as "refined, educated and cultivated."
So, how does this affect wine bloggers?
Wine bloggers have the opportunity to educate such consumers about wine, to demystify it. Using more everyday language, we can explain about wine and teach them that wine is not some esoteric discipline that takes years to learn. We can also show them that there are inexpensive wines that also taste great. You don't have to spend $100 to get an enjoyable wine. There are plenty of good choices for $10.