New Survey Finds Generation and Gender Gaps Over Wine
SAN FRANCISCO, Sept. 18 /PRNewswire/ — Is there a generation gap when it comes to wine?
Yes-and a gender gap, as well. That’s the finding of a just-released survey conducted for Robert Mondavi Private Selection by Harris Interactive(R). The survey, Wine in America: A Look at Consumer Attitudes & Behavior, revealed that younger adults are less likely to drink wine at least once a week, are more likely to feel uncomfortable pairing wine with
food, and are less likely to have received or given wine as a gift. The survey was conducted online in mid-July among 3,386 adults ages 21 and over.
On the gender front, the survey found that women are more likely than men to feel uncomfortable when it comes to choosing wine at a restaurant, pairing wine with food, or interacting with a waiter when selecting wine at
a restaurant.
“These generational and gender differences may be more a matter of knowledge than of age, sex or taste,” says Damon Musha, Director of Marketing for Robert Mondavi Private Selection, noting that the study also
found that 69 percent of wine drinkers either strongly or somewhat agree that they would like to learn more about wine.
“We commissioned this survey to develop a more comprehensive picture of American wine consumers’ attitudes about wine,” adds Musha. “This cements our view that while Americans are rapidly becoming the leading wine consumers in the world-they still have a thirst to increase their knowledge about wine.” The survey also showed that 3 out of 5 wine drinkers have ever visited a winery (58%) and half (54%) have attended a wine tasting.
The survey was conducted online in mid-July among 3,386 adults ages 21 and over. Among the survey findings about wine attitudes and behaviors:
– 40% of younger adults (ages 21-34) say they never drink wine, compared with about one-third of those ages 55-plus (33%).
– More than half of younger wine drinkers have ever given (55%) or received wine (55%) as a gift, compared with about four in five of those ages 55+ (81% given, 84% received).
– 45% of younger wine drinkers have ever visited a winery (versus 71% of those ages 55+) and 42% have attended a wine tasting (vs. 63% of the older group).
In addition, younger wine drinkers are:
– Less likely to have ever sent back a bottle of wine in a restaurant after tasting it (9% of those ages 21-34 vs. 16% of those ages 55+);
– More likely to believe that, when it comes to wine, the more you spend, the better the wine (34% of those ages 21-34 vs. 21% of those ages 55+); and,
– More likely to have felt embarrassed to ask questions about wine (17% of those ages 21-34 vs. 7% of those ages 55+).
The survey also found that, while men and women are equally likely to drink wine (63% for men and 61% for women), women are more likely than men to feel uncomfortable pairing wine with food (32% of women vs. only 20% of
men), or interacting with a waiter when selecting wine in a restaurant (also 32% vs. 20%, respectively). They are also more likely than men to feel uncomfortable choosing from a wine list in a restaurant (27% vs. 19%, respectively), and less likely then men to have ever sent back a bottle of wine after tasting it (10% vs. 17%, respectively).
“One of our goals at Robert Mondavi Private Selection,” Musha notes, “is to take some of the mystery out of wine and help consumers relax. Whether you are a novice or an enthusiast, enjoying wine is about having fun. Drink what you love, pair it with good food and share it with family and friends.”
This summer and fall, Robert Mondavi Private Selection will help consumers learn more about wine by bringing its educational and interactive Crush in the City mobile winery tour to popular food, wine and arts festivals in eight cities. More information about the tour can be found at Robert Mondavi Private Selection Web site, http://www.discover-wine.com.
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