Between numerous articles on the health benefits of wine and the shift in the wine industry towards younger audiences, it’s not surprising that the number of millennials that are opting for wine as their beverage of choice is continuing to grow. But it seems that while more millennials are choosing wine, the wine industry is trying to keep this momentum as the younger audience demographic just aren’t purchasing as much wine as the previous generations.
As a result, the wine industry is trying to change its image with an increase in simpler and more minimalistic labels and product packaging, moving away from traditional label styles. This is down to research that shows that younger audiences like millennials respond better to minimalistic designs, appealing because of the simplicity and clarity that they offer.
However, despite the global wine industry striving to target a higher percentage of younger audiences like millennials, it looks like the British wine industry is actually on the rise as stats are showing that the UK is one of the world’s fastest-growing wine regions. This year alone, three million vines were planted in counties such as Norfolk, Essex, Northampton and Suffolk. This nearly doubled the number of vines that were planted the year before. It’s clear that wine-producing is becoming increasingly important in the UK agricultural sector.
The Australian wine industry is also on the rise as the value of Australian wine exports has risen to a record of AU$2.89 billion which is up by 7% from last year. There was also continued export growth to China, the Netherlands, UAE, Denmark, South Korea and Belgium. In fact, it seems that Europe is one of the only continents to post a decline in export value of wine.
While some of the world’s wine exports are thriving, there is still a growing concern that climate change is beginning to impact the wine industry. Those who produce wine grapes are starting to feel the effects of hotter summers and droughts, however, it’s because of this shift in weather patterns that places in the world, like the UK, are now suited to producing wine where previously they couldn’t. This shows that the wine map is expanding and that things might be changing in the global wine industry.
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