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[Marketing] - The new''tribe''of the wine is made up of women and youth. Vinitaly new people to the wine.

New''tribe''of the wine is made up of women and youth. Tell me what and how to drink and I'll tell you who you are. This is the new slogan that will guide the observers in the consumption of wine. The target does not seem to hold more traditional - and he has a test in the 40th edition of Vinitaly , the world's leading wine tasting event will run until April 10 - because the market now face the''tribe.'' Groups are homogeneous style of life that do not drink wine most associated with daily meal, but elect to witness moments of connection. A revolution affecting mostly young, mostly university students, and women who have purchased a total independence from males in the choice of bottles. So, while it contracts the family consumption (they are 43% of Italian families who buy wine with an average monthly expenditure of 32 €), consumption grows individual and groups, at least according to data provided by Veronafiere in collaboration with WineNews . The surge is greater among young people has 82% say they have a strong propensity to buy wine and among women 32% declare themselves ready to drink a bottle with friends, while older people, both for reasons of income for reasons related to health and lifestyle, are a shrinking audience of consumers: the number of those who are inclined to declare the purchase fell by more than 25%. There is also a mutation in the geography of consumption: if those who spend more to buy wine lives in the northwest of the country, increases the number of customers who live in the center dell'Italia.

I giovani consumano di preferenza il vino come aperitivo o come elemento di aggregazione. Prevalentemente si orientano su vini rossi, strutturati, di territorio e sembrano poco attratti dai vini che provengono dal Nuovo Mondo. Sono consumatori che non bevono abitualmente, hanno frequenza di rapporto con il vino che va da una a tre volte a settimana e consumano più frequentemente vini riconoscibili.
Il prezzo è una relativa barriera: il loro consumo si orienta soprattutto su bottiglie che hanno un ''nome'' o che fanno tendenza, purché abbiano un concreto rapporto con la territorialità. Di preferenza bevono i vini della loro regione di appartenenza. Ma anche ''l'universo giovani'' può essere diviso in due cluster: da a part of the so-called''hedonistic''and the''experts''on the other, those that assign a value to the wine culture. A witness to the success of wine among young people is also increasing demand for in-depth tasting courses, but also master the knowledge of the university addressed the broader concept of rurality. The age of entry to the wine consumption is estimated at around 20 years. Another important group of consumers have become women. The age of entry to the consumption of wine is also for this cluster around 20 years, but differentiation of consumption compared to males occurs after age 30. The women drink wine mainly for pleasure. They prefer fruity wines (they are between the most important consumers of sparkling wines), a certain immediacy and have a strong propensity for learning the techniques of wine tasting (they are the protagonists of the boom tasting courses). They see wine as a means of socialization and are taking a decision making role in the options. Do not drive are more men in the choice of the bottle to the restaurant, but often use wine as an element of confidence and as a trigger of interpersonal communication. They have an attitude''relationship''with the wine. It remains the prerogative of women in the consumption of white wines such as frequency of choice, although if you when you approach the red demand wines with good structure, very recognizable, and a large bouquet elegant. Unlike young people seem less sensitive to bond with the land, but instead have a propensity for exploration. However, a consumer style very different from what you have in adult males, which remain the main consumers, but where wine consumption is less driven by emotional impulses and knowledge, but rather by habit. Via
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