New data from the Italian industry association Unione Italiana Vini (UIV) shows that currently, it is primarily Generation Z (18–24 years) that contributes to the stabilization of the wine trade in Italy. The figures contradict the widespread assumption that especially young people are responsible for the decline in wine consumption. According to the "Osservatorio UIV–Vinitaly", Gen Z also spends more money on wine than Baby Boomers and shows clear preferences: red wine is particularly popular among them. Sparkling wines like Prosecco, on the other hand, remain attractive mainly to older generations, especially Millennials.

Currently, around 30 million people in Italy drink wine, which corresponds to about 55 percent of the population. Thus, the number of consumers has even increased by 600,000 people since 2011, while it has remained stable over the past five years. The decline does not affect the number of consumers but the intensity: today, 61 percent drink occasionally and only 39 percent regularly consume wine. Twenty years ago, this ratio was exactly reversed.

Particularly striking is the development among the youngest: the age group 18–24 years makes up only seven percent of consumers but is the only group with strong growth. Their share of wine drinkers increased by eight percentage points (from 39% to 47%). Older groups are stagnating, while Millennials (29–44 years) even show declines.

A clear trend is also evident in the long term: with increasing age, wine consumption rises significantly. Thus, the share of wine consumers among 18–24-year-olds was 39 percent in 2011; the same cohort now – 13 years later – reaches nearly 60 percent.

(ru – Image: 123rf)

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