Millennials closing in as B.C.’s biggest wine drinkers

Generation X leads the way in current consumption of B.C. wine, as more wine drinkers are enjoying local varietals

More wine drinkers in British Columbia are enjoying local varietals than ever before and the age demographics of those wine drinkers are changing, according to a new online survey.

The 2017 Winery Brand Reputation Insights Monitor is a survey conducted by Insights West in partnership with Will Creative.

The survey found that half of wine drinkers in B.C. say their preferred wine is produced in the province, and two-in-five say they are drinking more local varietals than they were five years ago.

In the online survey of a representative provincial sample, half of wine drinkers (50 per cent) say their preferred wine comes from B.C., including 55 per cent of men, 58 per cent of those aged 35 to 54 and 63 per cent of those who reside in the B.C. Interior.

The province’s wine drinkers report that more than half of the wine they typically consume (58 per cent) is produced in the province. The highest proportion of local wine consumption is observed among men (59 per cent) and those aged 35 to 54 (62 per cent).

In addition, two-in-five B.C. wine drinkers (41 per cent) say they are drinking a higher percentage of B.C. wine now than they were five years ago, while only 7 per cent report drinking less B.C. wine than they previously did.

“Millennials are definitely starting to discover BC wine,” said Ute Preusse, founder of Will Creative Inc. “More than half of wine drinkers aged 19 to 34 say they are consuming more wine from the province than they did five years ago.”

BC’s wine drinkers express a preference for red wine (36 per cent) ahead of white varietals (26 per cent), although one-in-five (20 per cent) say they like red and white wine equally.

“Red is definitely the preferred choice for BC’s wine drinkers aged 35 to 54 and 55 and over,” says Mario Canseco, vice president of public affairs at Insights West. “Rosé and sparkling wines are more popular among those aged 19 to 34.”

When it comes to brand recognition, B.C. wine drinkers easily recognize some of the Okanagan’s biggest wineries, with 95 per cent of respondents recognizing the Mission Hill brand.

Results are based on an online study conducted from Oct. 23 to Oct. 25, 2017 among 613 adult residents of British Columbia who drink wine at least a few times a year.

The data has been statistically weighted according to Canadian census figures for age, gender and region in British Columbia. The margin of error—which measures sample variability—is +/- 4.0 percentage points, nineteen times out of twenty.

To report a typo, email:
newstips@kelownacapnews.com
.


@carmenweld
carmen.weld@bpdigital.ca

Like us on Facebook and follow us on Twitter.

 

Just Posted

KPU’s Cloverdale campus to host open house Nov. 20

Registrants have a chance to win prizes, if they sign up early

Surrey receives $782K from province in lieu of property taxes

Annual grant totals more than $16 million from B.C. government

Surrey RCMP doesn’t expect big hit in light of projected $10M cut in B.C. budget

Public safety minister says RCMP informed province about projected budget deficit

École Salish Secondary held its official opening Nov. 12

Cloverdale school unveils Coast Salish welcome post

South Surrey students, staff prepare for 15th Christmas dinner

Deadline to register for festive affair at Elgin Park Secondary is Nov. 27

VIDEO: Disney Plus adds disclaimer about racist stereotypes

Disney’s disclaimer is a good way to begin discussion about the larger issue of racism

First Nations ‘optimistic’ about road upgrades after Horgan visits site of fatal bus crash

Premier travelled Bamfield Main road, where bus flipped last September and two students were killed

Delays seen on some Metro Vancouver bus routes as transit strike ramps up

According to TransLink, routes in downtown Vancouver are bearing the brunt of the delays

Princeton couple pays for dream vacation with 840,000 grocery store points

It’s easy if you know what you are doing, they say

B.C. man facing 18 charges after hidden camera found in Kelowna winery washroom

The camera was found at Summerhill Winery on Aug. 23

No new rules needed to ensure timely youth justice, Supreme Court says

Charter of Rights and Freedoms says someone charged with an offence has the right to be tried within a reasonable time

Seguin lifts surging Stars to 4-2 win over Canucks

Dallas is 6-0-1 in last seven outings

UPDATE: Metro Vancouver bus drivers to refuse overtime as transit strike escalates

Overtime ban could disrupt 10-15 per cent of bus service in Metro Vancouver

Most Read