Asahi Breweries, Ltd.
[Consumer Trends Survey on Wine] People in their 20s tend to place more emphasis on the fashionability and atmosphere of wine than other generations.The wine they would like to try in the future is “aged wine” at 76.2%.
Enoteca Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Shinji Hori) conducted a “consumer trend survey on wine” in conjunction with the lifting of the ban on Beaujolais Nouveau on November 17th. -Main findings-
■Over the past year, 45.3% of people have increased their drinking at home, exceeding 40%.
■ As for the reason for drinking wine, 27.0% of those in their 20s said it was fashionable, while 47.0% of those in their 30s said that it was because they wanted to feel luxurious. there is Among those in their 50s, 73.5% answered that they “like the taste and aroma”, and enjoy the taste and aroma of the wine itself.
■When choosing wine, 62.2% of respondents chose “taste”, 42.5% said “familiar wine”, and 38.4% said “locality”. Those in their 20s scored higher on “evaluation,” “recommendation from acquaintances,” and “recommendations from staff” than other generations. ” was a high result, and there was a tendency for different generations to choose different types of wine.
■As for the wines that people in their 20s to 60s would like to try in the future, 76.2% of respondents in their 20s to 60s chose “aged wines,” more than 60 points higher than other wines, gaining support from a wide range of generations.
■Although retail prices of Beaujolais Nouveau are rising this year, 41.0% of respondents in their 20s and 41.5% of respondents in their 30s answered that they “plan to purchase”. It was found that young people are more likely to drink Beaujolais Nouveau.
Q1. Compared to a year ago, have there been any changes in the opportunities to drink at home? (single answer/n=1,000)
When asked if there were any changes in the opportunities to drink at home compared to a year ago, 45.3% of the respondents answered that they had “increased” or “slightly increased.” Last year, when the same question was asked to those who drink wine at least once every three months, a total of 47.0% responded that it had increased or slightly increased (https://www.enoteca.jp/news/ 2021/11/317.html), the number of people drinking at home has been increasing since the corona crisis. In addition, a total of 64.5% of those in their 20s and 60.0% of those in their 30s are drinking at home.
Q2. Compared to a year ago, has there been any change in the amount of wine you drink? (single answer/n=1,000)
When we surveyed those who like wine about changes in the amount they drink, 25.7% of the respondents answered that they had increased, compared to 36.5% of those in their 20s and 33.5% of those in their 30s, compared to other generations. I found that I was drinking more wine. Overall, only 8.4% of respondents answered that it has decreased, indicating that the demand for wine among wine lovers is strong.
Q3. Please select all that apply as a reason for drinking wine. (Multiple answers/n=1,000)
When asked why they drink wine, 60.2% of them answered “I like the taste and aroma” and 46.4% answered “Because it goes well with meals”. Among those in their 20s, 27.0% responded “because it is fashionable” and 47.0% of those in their 30s responded “to feel luxurious”, indicating that young people want wine to be fashionable and luxurious.
Q4. Please select all that apply to the question, “Points to pay attention to when choosing wine.” (Multiple answers/n=1,000) [Image 4
When we surveyed the points to be particular about when choosing wine, “taste” was 62.2%, “familiar wine” was 42.5%, and “production area” was 38.4%. There is a difference in trends by age group, and the result that people in their 20s place more emphasis on “evaluation”, “recommendation from acquaintances”, and “recommendation from staff” than other generations suggests that they still have less experience drinking wine than other generations. From the results, it can be seen that they place more importance on “evaluation” and “recommendation” than other generations.
Q5. Please answer all the new wine trends that interest you. (Multiple answers/n=1,000)
When we surveyed what we were interested in as new wine trends, “Japanese wine” increased by 56.5%, “Natural wine” by 37.7%, and “Rosé wine” by 34.6%. By age group, those in their 40s were the most likely to answer “Japanese wine,” while those in their 30s were the most likely to answer “natural wine” and “rosé wine.” There seems to be Overall, many people in their 30s answered that they were interested in wine, so it can be said that they are a generation sensitive to wine trends.
Q6. Please answer all the types of wine you would like to drink in the future. (Multiple answers/n=1,000)
When asked what type of wine they would like to try in the future, “aged wine” stood out for all generations, accounting for 76.2%. “Aged wine” is introduced in various media, but it seems that there are few opportunities to actually drink old vintage wine, and regardless of generation, it is a longed-for wine drinker.
Q7. Do you drink Beaujolais Nouveau every year? (single answer/n=1,000) [Image 7
Speaking of November, many wine lovers must be looking forward to the opening of Beaujolais Nouveau. When asked if they drink Beaujolais Nouveau every year, 17.7% said they drink it every year, and 19.9% said they drink it almost every year, for a total of 37.6% who drink it almost every year. It turns out that there is
Q8. Do you know that there have been reports of price hikes for Beaujolais Nouveau this year due to soaring transportation costs and the depreciation of the yen? (single answer/n=1,000)
It has been reported that the price of Beaujolais Nouveau has increased this year due to soaring transportation costs and the weak yen. When asked if they knew about it, more than 50% of all
generations knew. In particular, more than 60% of people in their 20s and 30s knew about it, and the recognition of young people was high. Q9. Will you buy Beaujolais Nouveau this year? (single answer/n=1,000) [Image 9
When asked if they would buy Beaujolais Nouveau this year, 31.2% said they “plan to buy” as of September, two months before the ban was lifted. In addition, 41.0% of those in their 20s and 41.5% of those in their 30s plan to purchase Beaujolais Nouveau, indicating that young people are deciding to purchase Beaujolais Nouveau early. Even though more than half of the respondents are aware of the price increase of Beaujolais Nouveau this year, it can be seen that young people are looking forward to Beaujolais Nouveau.
Q10. Why do you drink Beaujolais Nouveau? (Multiple answers/n=634) [Image 10
When asked why they drink Beaujolais Nouveau, 49.5% answered “because it’s seasonal” and 41.5% “as an annual event”. Regardless of generation, many people seem to enjoy Beaujolais Nouveau as a seasonal item or as an event. This year is also Beaujolais Nouveau season, so how about spending a rich time through Beaujolais Nouveau?
[Establishment of owned media “Odoruwain” for young people who value fashionability and atmosphere]
In this survey, it was found that young people value fashion and atmosphere, and as an owned media for those in their 20s, we opened a special site “Odoruwain” in November. . With a wide variety of content, such as the use of celebrities, we will propose ways to enjoy wine that will transform your usual daily life into an “uplifting” time.
■ “Dancing Wine” special page: https://www.enoteca.co.jp/feature/dancing_wine [Beaujolais Nouveau recommended by Enoteca]
High-grade nouveau and rosé selected by the prestigious restaurant “Taillevent” in Paris are in stock again this year. Enjoy our selection of the very best Beaujolais Nouveau.
■ Beaujolais Nouveau special page: https://www.enoteca.co.jp/archives/detail/BJ ■Survey overview
Research agency: Enoteca Co., Ltd.
Survey target: 1,000 men and women aged 20 to 69 nationwide who drink wine at least once a month (equal gender distribution)
Research method: Internet research
Survey period: September 21 (Wednesday) to September 26 (Monday), 2022 * Enoteca Co., Ltd. is a group of Asahi Breweries, Ltd.
Details about this release: