More instore merchandising aimed at young adults is one of the recommendations for retailers looking to encourage younger drinkers into the wine aisles.
The proposals emerged from a survey of 20 to 25-year-olds, commissioned by the wine exhibition Vinexpo, which looked at attitudes to drinking wine.
The survey found the age group perceived wine as a drink for more mature people. Responses included "It is too associated with parents" and "it's not a drink for young people".
To make wine more relevant to this age group, respondents suggested more merchandising aimed specifically at younger consumers, in-store promotions on wines that would appeal to them and even a dedicated section of wine for young people in store.
However, the results also showed that in the ten years since the first survey was conducted, 20 to 25-year-olds in the UK have become more familiar with wine and view it as more fashionable than it used to be.