WINETECH Technical Yearbook 2019

NEW WINE PACKAGING FOR A CHANGING CONSUMER PROFILE

CHARL THERON: Private consultant KEYWORDS: Wine consumer profiles, wine packaging. MARCH 2019

The demographic age profile of consumers of different generations is divided according to their birth dates. Consumers born since World War Two are classified as “Baby Boomers” (middle 1940s to middle 1960s), “Generation X” (middle 1960s to early 1980s), “Generation Y”, also known as the “Millennials”, (early 1980s to early 2000) or “Generation Z” (middle 2000s until now). In the case of wine all the generations, except for the last one, can be seen as potential present consumers. If a cellar’s present consumers consequently exist mainly of “Baby Boomers”, a decrease in sales can be expected seeing that these consumers gradually pass away. The last two generations must be in the vision of cellars to maintain or increase their market share. It is consequently important to consider and develop wine styles and types accordingly, as well as alternative wine packaging.

The 750 ml glass bottle is the most popular wine packaging in spite of its significant weight disadvantage and potential breakage in comparison with other ways of packaging. In some cases even a corkscrew is needed to open it and it cannot be kept for an unlimited time after a bottle was opened. Some of these disadvantages were addressed by using smaller 375 or 187 ml bottles, but the weight and breakage disadvantages were still unsolved. It is however seen as the traditional wine container and many consumers do not move away from tradition. This bottle will most probably remain the most general packaging, but cellars will be short-sighted if alternative packaging is not considered. Most Millennials are already 21 at this stage and consequently potential wine consumers. It is therefore important to understand their perception of wine. Older consumers already

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