Recent research in the US has confirmed what many of us in the wine industry already knew: many recessionary-wise consumers have become more discretionary in how they spend their money on wine: trading down to cheaper wines and using the Internet to find bargains.
“So-called ‘millennials’ – the 70-80m consumers aged 21-33 – were particularly ‘bargain-savvy’, and were more willing to experiment and more likely to use electronic media to find the best deals,” Decanter.com reported on findings in the Beverage Information Group’s 2010 Wine Handbook.