Wineries pour efforts into targeting younger drinkers

admin  March 1, 2013

By Tiffany Hsu

Los Angeles Times
March 1, 2013

Increasingly, Chardonnays, Pinots and Cabernets are sharing shelf space at your local store with some unusual names — such as Bodacious Brunette red and Buxum Blonde and Angel Food whites.

Veteran wine collectors might turn up their well-trained noses. But the wineries promoting such brands aren’t targeting those buyers.

With many of their best customers nearing retirement age and starting to cut back, American vintners are going after younger consumers in a bid to keep their $33-billion industry growing.

That means more irreverent labels, easy drinking wines, singles events and laid-back tastings — all aimed at demystifying the elite atmosphere surrounding wine while grooming the next generation of oenophiles.

“The battle is on” for younger drinkers, said Danny Brager, an alcoholic-beverages expert for global measurement company Nielsen. “Everyone’s being aggressive.”

 

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