Is wine too difficult to understand? According to a study by the organizers of the VINEXPO trade show and France's BVA the answer is yes when it comes to 20-25 year old drinkers.
The internation study on consumers in the United States, Japan, United Kingdom, France and Belgium found that progress has been made in the last 10 years, but that wine is still too complex a subject for many entry level age drinkers. Wine is, however, viewed as a trendy drink in several countries, helping to fuel trial by new legal age drinkers.
The study found that 20-25 year olds in each country wanted to have a better understanding of wine and that the group felt wine is a refined, mature drink. Young drinkers felt wine pricing, the difficulty in making choices between so many wine options and a perceived elitism surrounding wine was holding them back from consumer more wine. The group felt it takes a long time to fully understand and appreicate wine.
VINEXPO 2007 will be held June 17-21 in Bordeaux, France, with 2,400 exhibitors from 44 countries.