Generation Y drinkers

Industry risks losing touch with 18 to 35-year-olds

Wine suppliers and retailers have been warned they are in danger of losing touch with the next generation of wine drinkers.

Researchers working on Carpe Vinum - a report to be released at the London Wine Fair (LWF) on 2 June - claimed the industry was falling behind in communication and was losing share to other drinks.

“Craft beers and ciders are more in tune with the way consumers are making buying choices,” said Ross Carter, event director at LWF, which commissioned the report from analysts Wine Intelligence.

“We need to reassess how we are engaging with consumers when they make decisions about what to buy.”