More young drinkers must be recruited into wine in order to arrest declines in the market, according to a new report.
Research from Mintel has revealed that the total UK wine market saw a two per cent drop in volume terms and a one per cent drop in value terms in 2008 - a fall from grace for a drinks category that has shown consistent growth for some years.
The report points to the importance of promoting wine to younger consumers, particularly 25-34 year-olds, to gain market share and loyalty for future consumption.
A fifth of 25-34s replied to surveys that they find the choice in wine confusing, the highest for all age groups surveyed. The 25-34 market is the most likely of all age groups to be influenced by what wines they have drunk before - with 44 per cent of them citing this as one of three major factors influencing purchase, suggesting they do not have the confidence to experiment further. Despite being one of the age groups that consumes most alcohol, 25-34s are below average drinkers of wine.
Mintel senior drinks analyst Jonny Forsyth said: "In contrast to the majority of alcoholic drinks, people gravitate towards wine as they become older. This means that usage starts to take-off among the over 35s, with people continuing into their retirement. The majority of drinks, such as lager and vodka, see an opposite trend with people starting young but cutting back as they get older."