What does the new generation…?

Source: WineSur

What does the new generation look for?

February 22, 2013

The twelve international judges taking part in the Argentina Wine Awards gave their vision of how to reach and promote the wine to this new target public.





A new edition of the Successful Wines and Styles Seminar was held at the Sheraton Mendoza, during the Argentina Wine Awards contest, organized by Wines of Argentina and Coviar.

As every year, the aim of this seminar is to present twelve successful wines in the countries the international judges come from, giving key informational about those markets concerning trends and opportunities.

Under the motto “Next Generation”, Wines of Argentina invited Eduardo Milan (Brazil), Shang Huang (China), Ursula Greiger (Switzerland), Joe Roberts (United States), Tom Firth (Canada), Harshah Shah (India),  Moon Song Bang (Korea),  José Luis Ruiz Santos (Spain), Emily O Hare (United kingdom), Omar Barbosa (Mexico), Alessandro Torcoli (Italy), and Laura Rhys (United Kingdom),who shared their vision of the new generation and their opinion about the markets they come from.

Muscat and a bit more

The first panel included Eduardo Milan (Brazil) and Shan Huang (China).

Milan stressed that Brazil has not wine culture yet. This is why sweet and easy-to-drink wines are the hottest in this market. So, in this opportunity he presented a very fresh Muscat-based sparkling wine.

Moreover, Shan Huang spoke about the Chinese wine market and winemaking. In her opinion, this is a great opportunity for wines from Argentina and the world to get introduced into the Asian giant.

Then, she explained that in China, income standards have raised considerably in the past 30 years. Therefore, the lifestyle of its people has become more hedonistic and this is the point where Argentine appears on stage.

How to reach young consumers?

Throughout the seminar, from their different visions, the international judges tried to answer this question on the basis of their own experiences. During the second panel, Ursula Greiger (Switzerland), Joe Roberts (United States), Tom Firth (Canada), spoke about the current possibilities.

Roberts posed: how to make a wine capture the young public. The expert concluded that young consumers consider the combination of story, price, and quality. “Young people look for uniqueness and they drink wine socially, not to pair with food”. Likewise, he stressed the fact that wineries should be online.

As regards the Canadian market, Tom Firth commented that its consumers know about wine. “A standard Canadian spends an average between USD 15 to USD 20, reason for which it is a very good opportunity for Argentine wine to penetrate the market.”

Ursula Geiger (Switzerland) presented the wine Petit Arvine (white) and highlighted the chances of Torrontés of being an established and authentic wine in Switzerland.

Story and fruit

One of the points that the second panel -Harshal Shah (India), Moon Song Bang (Korea), José Luis  Ruiz Santos (Spain) and Emily O Hare (United Kingdom)- agreed on was the fact that the wine should be accompanied with a story.

Many of the guests maintained that the new generation is still looking for a story along with a label. This way, Emily O’ Hare pointed out: “the wine may be defined as: stories and tannins. The new generation is in pursuit of a story along with a well-structured wine. I think wine is much more than just the liquid inside the bottle.”

Moon Song Bang was also agreed on this point. In relation to her market, she added: “red wines are still dominating the market”. Besides, she stressed the growth experienced by sparkling wines as a worldwide trend, partly shared by the new generation.

Concerning the Indian market, Harshal Shah said that wines highly appreciated by the new generation are fruity and easy to drink. “India is not a culture where wine is paired with food, but it is drunk before and after the dinner,” explained Shah.

José Luis Ruiz Santos, as an example of growth, mentioned his company: “El grillo y la luna”. The specialist highlighted the importance of a marketing not based on awards, recognitions, and traditional reviews. They have grown through personalized wine tastings that, although they are more tedious, give the company a more substantial base.


Journalist: M. Soledad Gonzalez, M. José Merino and Laura Saieg