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News Briefs for March 20, 2012

March 20, 2012

•A recent poll conducted by Harris found that Millennial wine consumers are less likely to be repeat buyers of the same wines, backing up marketers’ frequent characterization of Millennials as diverse and nomadic in their purchasing decisions. Only 32% of Millennials (or Echo Boomers, as Harris calls them), aged LDA to 35, report “sometimes or frequently” purchasing a bottle of wine they’ve had before, compared with above 50% for consumers aged 48 and older, and 40% for Generation X consumers, aged 36-47. Overall, almost half of U.S. adults over 21 say they drink wine several times per month (48%) and over one in five say they usually purchase four or more bottles per month (22%). Nearly 90% of consumers surveyed said they purchase American wines, with around one-third reporting purchases of Italian, Australian and French wines, and around one-fifth reporting purchases of Chilean, Spanish, Argentine and German wines. Harris’s poll consisted of 2,056 adults surveyed online February 6-13.

•Chicago-based wine marketer Vin Divino, which recently announced the addition of Italian wine Bersano to its portfolio, tells SND that it’s targeting up to 10,000 cases for the Piedmont label but anticipates gradual growth. “Our ultimate goal is to build Bersano to about 8,000-10,000 cases, but if we do half of that in the next couple of years we would be very pleased,” said Vin Divino director of marketing Andy Taylor. Bersano has been out of the U.S. market for about four years. Prior to that it was handled in the U.S. by now-defunct Five Star Imports and was selling around 4,000 cases annually.

•The ViniPortugal trade group is backing Portuguese wines with a new $3 million campaign in the U.S. Launching this month, the campaign consists of events, educational programs and digital and social media pushes targeted toward the trade, press and consumer segments in New York, San Francisco, Miami, Washington, D.C. and Chicago. Initiatives are slated to continue throughout the year. Portuguese table wine sales (containers of two liters or less) in the U.S. rose by nearly 19% to 617,000 cases last year, according to ViniPortugal.

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