1/2 of affluent young choose wine over other drinks, report claims

These consumers, who have been named “New Nesters” by wine company Bibendum PLB Group, have “preferences for fresh and smooth styles of wine and are fairly confident when choosing a wine from a list” and select drinks based on “value over price” since they are “looking to get the most out of their money".

The firm said: “New Nesters are the least likely consumers to consider ABV when ordering a wine. They are also more likely than most to be of the ‘Anything But Chardonnay’ opinion.” 

The insight, which profiles eight different types of consumer and the choices they make in terms of drinks, is the result of Bibendum PLB’s partnership with CACI which gives the company access to demographic data also used by the government and combines this with YouGov consumer surveying as well as drinks specific information from its own company data.

The demographics identified consumers as:

• ‘Moneyed Minority’ – for those where money is no object
• ‘Urban Professionals’ – who are high-spending trendsetters
• ‘New Nesters’ – those who put their family first
• ‘Mature Foodies’ – who invest in quality
• ‘Traditional Communities’ – who enjoy everything in moderation
• ‘Suburban Families’ – those who indulge in occasional treats
• ‘Big Weekenders’ – people who are more likely to say “let’s stay out”
• ‘Stretched Spenders’ – referring to cash strapped consumers.