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

Suds lovers have new choice: Lucky Lager or Lucky lather

Metchosin Soap Works puts out olive oil soap infused with the brew synonymous with Vancouver Island

New Sonic the Hedgehog trailer shows off Ladysmith and new character animation

Vancouver Island-filmed movie will hit theatres on Feb. 14

Climate change protest takes place in Victoria during rush hour

Extinction Rebellion group targets local media with protest on Douglas Street

No danger to Quadra Island residents, says representative for barge parent company

Compressed CO2, corrosion inhibitor among cargo of grounded barge on Quadra Island

Thousands of cigarette butts collected and recycled from downtown Victoria

Canisters placed throughout the downtown core have made an impact on local litter

Man and dog safe as crews handle house fire in Nanaimo’s Old City Quarter

Firefighters were called to 400 block of Machleary Street at 11:30 p.m. Tuesday

Jagmeet Singh says he’ll vote against throne speech if NDP requests not met

Singh is to meet with Prime Minister Justin Trudeau on Thursday

Community uses loophole to paint 16 rainbow crosswalks after B.C. council says no

So far 11 rainbows are painted and five planned, all since council denied the first proposal in September

Workers’ camp at LNG facility in Kitimat takes shape

Extensive worker camp now being assembled

238 and counting: Vancouver gelato shop sets Guinness World record for most flavours

Vince Misceo has come up with 588 different flavours over the decades

Killer who fled to Taiwan day after shooting B.C. man over $80 sentenced 13 years later

The sentence comes 13 years after Shaoxin Zhang, 19, was killed in a Burnaby parking lot

North Cowichan/Duncan RCMP seek witnesses in fatal crash

Deceased a man in his mid-20s, identity will not be released

UVic conference explores healthy ways to express masculinity

ReImagining Masculinity conference Nov. 16 hopes to cultivate healthy, non-violent conversations

Grade 12 students ‘will not lose their graduation year:’ SD63 superintendent

Parents, students concerned about educational impact of CUPE 441 strike

Most Read