How times have changed. In the past, higher alcohol content was a mark of quality—an indicator of ripe premium grapes. But it is time to rethink that, at least according to a survey conducted by IWSR on behalf of the Conseil Interprofessionnel du Vin de Bordeaux (CIVB) across seven key markets.
The survey shows that consumers are now actively seeking wines with an alcohol level no higher than 12.5%, and in some countries, even 11.5%. This applies to all wine colours, including red Bordeaux. People still want their familiar wines, just with lower alcohol.
The analysis reveals that in France, Belgium, and China, this preference spans all age groups of wine drinkers.
In contrast, in the USA, Germany, Japan, and the UK, low alcohol content is more important to younger consumers (18–34 years) than to older ones.
Producers often say that balance is the most important thing in wine. But perhaps even more important is being able to sell it. So now is the time for creativity and new ideas.
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