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Online and Downgrading

August 10, 2010
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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.comreported on findings in the Beverage Information Group’s 2010 Wine Handbook.

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