Decanter World Wine AwardsConsumers across three continents prefer lower alcohol wines: Prowein
- Thursday 16 February 2012
In research commissioned by German wine trade fair Prowein, analysts Wine Intelligence canvassed 1000 regular wine drinkers in the US, China, Germany and the UK.
Significant minorities in each country said their ideal wine would have less than 12% alcohol.
In China this was most noticeable, with 91% of drinkers saying their desired level would be 8.5-10.5% by volume.
In Britain, 22% said their ideal wine was 10.5% or less, with similar numbers in Germany and the US saying the same.
The preference for lower alcohol is most marked in the younger generation. In China the survey found that women, and those aged 18-39, were more likely to say their preferred level of alcohol was 5.5-8%
A similar demographic was found in Britain, with 27% of the 18-39 age group saying their preferred strength was 10.5% or less.
When it comes to the importance of ethical wines, drinkers’ views diverge. In the UK and the US around a third said it was important when choosing a wine that it was ‘organic, sustainable or Fairtrade’, a figure that rose to 67% in Germany and 86% in China.
Across the world, grape variety is cited as the most important factor when buying wine. More than 80% of respondents in the UK, China and Germany – and 93% in the US – said grape variety influenced the buying decision
A quarter of respondents in the UK said Merlot and Pinot Grigio were their favourite grape varieties, drinkers in the US and China name Cabernet Sauvignon and Chardonnay as favourites, while the Germans prefer Dornfelder and Riesling.
Prowein, the International Wine and Spirits Trade Fair, takes place in Dusseldorf from 4-6 March 2012.
Have your say!
Ian
February 23 04:00
When Medicos ask you how much you drink, they confidentially multiply your response by a factor!
Did they really expect respondents to say they prefer high alcohol wines?
Timothy Milos
February 21 17:52
Without seeing the actual report, I could be wrong, but it strikes me that the study is meaningless. Consumers who are unable to identify oak, acid or tannins reliably are being asked about alcohol? The only way to measure preference is to, well, measure it directly. Its a straightforward sensory study, but this survey (as reported) does not evaluate preference (of these three wines, which do you prefer?) I suspect consumers think they are "supposed" to like low alcohol wines, and self identify with the trend. To my jaundiced eye, its all a matter of balance, not some arbitrary threshold number.
randy
February 21 04:25
I am not the same Randy, but I do share much of the same views of the former. I hate most of the "new" wines that are made, often having alcohols over 15.5%. In the long range, the industry is shooting themselves in the foot, by catering to the reviewers with high alcohol pallets.
randy
February 20 18:34
This is fine and dandy.. I personally love making and drinking low alc wines for their light bodies, higher natural acid and bigger emphasis on the perfumes, spices and delicate layers which ARE NOT in there at higher levels of alc...
The problem is I live, grow and make wines in California. The neighbors are still leaving their fruit on the vine to excessive sugar levels, placing this syrupy slop in more new barrels for LESS barrel aging... They receive high marks from the corporate gatekeepers (WA, WE, RP, etc) thinking and believing that bigger is better...
Sad really. I cannot stand most wines grown in CA simply because they fruit was left on the vine WAYYYY tooo long.