Areni In the Round: Gen Z and Fine Wine

Tuesday, 18th June 2024, 4.00PM-5.30PM (BST) and Thursday, 20th June 2024, 9.30am-11.00AM (BST) – Via Zoom

For the past six years, the OIV has reported a global decline in wine consumption.

OIV, The State of World Vine and Wine Sector in 2022, April 2023

In the last 12 months, there has been a steady growth in articles charting this decline. Reasons given for the drop include the inability of the wine trade to find new ways to attract new audiences; the expansion of other beverage categories; and the growing embrace of health.

Premiumisation is often offered as a solution. Consumption drops, but young consumers seem to be drinking less but better.

Where does fine wine fit with this? Is fine wine also being deserted by younger consumers? Are there fine wine brands that are successful in attracting this coveted demographic?

On June 18th and June 20th, we’ll gather online to share data, insights and in-depth conversation, with participants coming from all parts of the fine wine value chain, including fine wine consumers. We are conducting two sessions to accommodate participants from different time zones.

Areni Global CEO Pauline Vicard will begin the sessions by presenting data and insights from our last round of exploration. Following this presentation, participants will collectively address the following questions:

  • Who (and where) are the fine wine young(er) consumers?
  • How are young(er) consumers different from other groups of fine wine consumers?
  • What are the main ways to attract young consumers to fine wine?
  • What are the do’s and don’ts of marketing and communication?

Areni in The Round are interactive, online workshops focusing on specific topics relevant to the future of fine wine. They bring fine wine professionals together to challenge, inspire and learn from each other on key, practical issues.

Access is strictly reserved to Areni members and partners. To express your interest in joining this session, contact [email protected].