Milano Wine Week bets on the young. NielsenIq: new families drink less but premium
Milan event kicks off, focusing on a widespread format with 200 events across the city: 60% of participants in 2024 were Millennials or GenZ
On the 'dock' for the decline in wine consumption are often those in the younger age brackets. But perhaps it would be more accurate to say that they drink less but better, at least between the ages of 30 and 40. The share of their purchases out of the total is in fact growing and generally concerns quality bottles, more often whites and sparkling wines. At least this is one of the trends emerging from the analysis of Italian families' wine purchases that NielsenIq will present during the Milano Wine Week, the eighth edition of which kicks off today, 4 October.
How Millennials' consumption is changing
"Amongst buyers, there are still more families with a purchasing manager over 55, without children and with an above-average income (29.7% of the total, down from 31.9% last year)," explains Eleonora Formisano, sales lead Smb & Global Snapshot Italy of Niq, "and their expenditure in value is still the highest, but down (39.8% from 42.9%). On the contrary, younger families with children and below-average income, although having a lower incidence on the total (21.8%), register the greatest growth in terms of numbers (the relative share on the total is increasing, ed.) and consumption and show a more significant propensity to purchase premium products.
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"This is a clear sign of how Millennials (30-44 year olds, ed.) have changed their approach to wine,' comments Federico Gordini, president of Milano Wine Week. This public has polarised its consumption towards a more qualitative and less quantitative wine experience, and it is the same public that is driving phenomena such as wine tourism. Instead, we will be able to understand the behaviour of today's 20 year olds when they reach 30, the moment when their relationship with wine consumption emerges today
It is no coincidence that Mww has always aimed at Gen Z and Millennials, to whom 60% of the 15,000 attendees in 2024 belonged. This is thanks to the formula with 200 widespread events that, alongside the more classic masterclasses and walk-around tastings, "is open to new ideas and wants to communicate a sector undergoing great transformation in an innovative way, correlating it with music, art, architecture and innovation," says Gordini.
"We wanted to build a project that was more and more inclusive and contemporary, capable of speaking to the new generations thanks toa pop language and its strongly experiential nature, but also capable of enhancing the extraordinary heritage of our territories and our producers," he added. "It is a multisensory journey that involves the entire city and crosses different languages to tell the story of wine as a living element of Italian and European culture. Bringing wine and the city of Milan to life through new experience formats is the objective that we continue to pursue to communicate a sector in great evolution in an innovative way.
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