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Young French view wine as 'expensive and old fashioned'
May 23, 2008
Jane Anson in Bordeaux
French students and young people are continuing to turn away from wine, according to a study released last week by American academic Dr Liz Thatch.
The study contrasted young French people with the same 21-30 age group of drinkers (known as 'millennials') in America, who are increasing their wine consumption and see wine as sophisticated and modern.
The French group found wine expensive, confusing, old fashioned, and had strong anti-alcohol feelings. 'I don't know which one to pick when I go in a store,' said one student. 'There are so many names and regions.'
The group has moved away from wine to drink beer and spirits, or bottled water, carbonated drinks and juices. Over half the respondents admitted that they don't like the taste of wine.
America's millennials – of which there are an estimated 100m – are seen as adventurous in their attitude to wine, and viewed by marketers as a key reason for the recent rise in American fine wine drinking.
When asked for ideas to combat the problem, almost all French millennials suggested putting smaller wine bottles in restaurants, nightclubs and bars.
The study, initiated by Thatch, who is on sabbatical in France from her role as professor of Management and Wine Business at Sonoma State University in California, was based on in-depth interviews with about 20 French students.
The research is cross-referenced with a study on wine consumption habits, carried out in 2005 by Viniflhor (the Office National Interprofessionnel des Fruits, de Legumes, des Vins et de l'Horticulture), France's regulatory body for wine. Thatch worked with Dr Francois d'Hauteville, professor of marketing at Montpellier's agricultural university, Supagro.
D'Hauteville told decanter.com, 'Certainly the French youth are drinking less than their parents, but overall they still consume more wine than their American counterparts.'
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Twenty French students? She calls that research? Maybe her sabbatical should be permanent.
Josh Raynolds, New York, USA
With all due respect, 20 students seems to me a fairly small proportion of Millennium people on whose opinion to base any Marketing strategy. I would be careful.
Bernard Portet
Not so long ago, we had a froum here about the problems of selling French wines. I am glad that what I had reported is confirmed by this report.. 'I don't know which one to pick when I go in a store,' said one student. 'There are so many names and regions.'
This is the major problem especially with french wines..
Victor Bonello
There is a view held by a number of industry experts that while the idea of label simplification sounds good in theory, it could lead to erosion of wine's mystique. Britain's young have been voicing concerns over label complexity for 20 years, during which time wine sales in the UK doubled.
Hugo Rose MW, Colchester, UK
Qualitative studies aren't expected to use the same number of participants as quantitative ones. Useful information can emerge that might be missed in a larger study. As long as people don't go to far with their extrapolations, I wouldn't worry too much.
I don't think French wine should be dumbed down. Yes, it takes some effort to get on top of the regions, grapes and styles, but so what? I don't know anything about cars but when I go shopping for one I do a bit of research beforehand.
French producers might be concerned about declining market share etc, but they have a good product that needs a tweaking, not a wholesale redesign.
Paul Kiernan
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