The fact that young people consume less wine and that their interest in this drink is really very low should worry the sector. All this in a country that is the largest wine producer in the world and that cannot stop the decrease in consumption of wine in the famous Generation Z.
According to data available, only between 6 and 10% of young people under 35 years of age consume wine at least once a month. And the most worrying thing is that they have no interest in this drink. And the fact is that the great consumption of wine currently occurs among those over 50 years of age. It is the segment where quality is increasingly prioritized over quantity.
Although the decline in alcohol consumption is becoming consolidated among young people, the case of beer is an exception. So is the world of gins, which, although high in alcohol, are still in fashion. The case of beer does not have large increases in consumption. The increase in this last year has only been 0,7% but it is consolidating itself as a drink for young people and as a socialization drink.
Healthy and energy drinks win the battle in wine consumption among young people
The great increase in beverage consumption is due to energy drinks and kombucha. The latter as a healthy drink in a niche that continues to penetrate the market and already reaches 5% of Spanish homes.
The case of energy drinks is already alarming. Currently 40% of young people consume them. This problem has raised alarms due to the effects it can have on health.
Although the wine sector has tried at some point, bad campaigns and strategies to increase wine consumption among young people have not worked. A very traditional sector obsessed with educating in the world of wine and not with enjoyment as the big breweries have done, alienates and scares new wine consumers. The inability of the sector to educate in enjoyment has led to it being seen as a drink far from the values of this sector of society. And although some believe that the problem is the price, Spain has a great diversity of prices and most of them have great quality.
