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Matters of taste

Wine drinkers are dying out

By Kathleen Burk   October 2003

The wine trade is in a quandary about its ageing drinkers. Those aged 18-34 are not buying enough. The fear is that this group will fail to develop the wine habit and the wine consumer will die out. In an attempt to ferret out why, and to understand the public’s wine buying habits, market research groups have carried out a spate of surveys and research projects, some of them based on accosting buyers in supermarket wine aisles and asking them what they think they are doing. On closer examination it seems that if there is a problem, it is with…

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