Digital channels are indeed becoming increasingly important for discovering new wines, but consumers continue to rely more on personal recommendations and real experiences. This is shown by a new study from the beverage marketing specialist Chelsea Co. in Barcelona.

To do this, the analysts surveyed more than 1,000 adult consumers who regularly consume alcoholic beverages. There is also a clear generational difference in the use of digital technologies and artificial intelligence (AI).

For instance, 75 percent of respondents over 55 years old fundamentally reject the use of AI in beverage marketing. Even among 18 to 34-year-olds, 60 percent prefer campaigns that they perceive as 'human.' At the same time, younger consumers indicate that they are significantly more likely to accept AI, provided that companies handle it transparently.

The results also show that traditional and digital methods complement each other in wine discovery: 43 percent of respondents still discover new beverages in stores, 42 percent through friends and family. Only about ten percent cite online channels as their primary entry point. Factors such as brand story and design play an important role and influence purchase decisions more than price.

(ru – Image: 123rf)

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