Whether you are a wine maker or a fellow wine-lover, I am sure you will find great interest in the findings of the lasteststudy done by Wine Intelligence, whose research was conducted at the annual Prowein trade fair.
Less is more
Although the study hasshown that the conception of what a perfect wine is may differ in various countries; there is ageneral desire for a lower level of alcohol in wines than that which is currently being produced. The study was conducted through intensive interfacing with over 1000 wine drinkersfromLondon, San Francisco, Berlin and Beijing.
Apparently wine drinkers in all four countries were unhappy and concerned about the high volume of alcohol, and actively seek wines with lower alcohol levels. A quarter of regular wine drinkers in the UK, US and Germany would prefer their wine to contain less than 10.5% alcohol. Chinese consumers are inclined towards wines with 8.5 to 10.5% alcohol.
Results show that UK drinkers, under the age of 34, enjoy low and very low alcohol wines as opposed to older vintages. Those drinking white wines opt for alcohol levels of 11- 12.5%. Younger US drinkers are also opting for lower alcohol, but it’s the older generation who really prefer the very low alcohol wines. One in five consumers over the age of 55 prefer 5.5% to 8% alcohol levels.
Over a quarter of German drinkers love wine which has 8.5% to 10.5% abv (alcohol by volume).
All of our participants found the country of origin to be an essential element in determining their ideal wine: 88% of Chinese consumers found it a priority, 82% in Germany, 74% in the US and 71%of UK wine drinkers.
Country of Origin
Consumers in all four countries regard country of origin as an important issue when describing an ideal wine, led by China where 88% of wine drinkers list it as a priority. 71% in UK, 82% in Germany and 74% in the USA.
In the UK, France was found to be the most popular country of origin, followed by Australia, with the strongest preference found in younger consumers. In China, France was also number one, then Chile, China, Italy and Australia.
Participants (especially from Germany and China) were also interested in organic, sustainably produced and fair trade wines. 86% of Chinese drinkers see these factors as essential, 67% of Germans support these elements, while in the USA they are less important, with 42% of consumers being concerned, and in the UK only 34%.
In China four out of five consumers favour red wine, followed by Rose. Interestingly 57% of German drinkers were more partial to red wine, despite their country’s fame for white wines. USA consumers also favoured red, with the UK being the exception, with 56% of consumers choosing white wine.
The essential element when buying wine proved to be the grape variety. Over 80% of participants from the UK, China and Germany found grape variety to be a determining factor, while 93% of drinkers in the US supported this consensus. In the UK, a quarter of drinkers enjoy Merlot and Pinot Grigio, while in the US and China, Cabernet Sauvignon and Chardonnay proved the favourites. Germans were partial to their own Dornfelder and Riesling.
In ending the summary ofthis very interesting study, it seems cork closure was found to be important for an ideal wine, in Germany, USA and China, while UK consumers were equally content with screw-caps.
The Prowein trade fair will occur in Dusseldorf, Germanyfrom 4 – 6 March 2012.
Original Source: Messe- D√ºsseldorf Press Office