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.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

 

Just Posted

Unemployment surpasses historic high in Greater Victoria, tourism hit hard

Hospitality and tourism sectors hurting as pandemic continues

Victoria tattoo shops respond to sex assault allegations against male artists

Carne Tattoo and Painted Lotus Studios respond to allegations

Victoria seeks court order to enforce sheltering rules in Beacon Hill Park

People being asked to move out of environmentally sensitive areas of park

Mayor not in favour of low barrier housing at Oak Bay Lodge

Process is already in place to determine future of Oak Bay Lodge

Police watchdog reviewing Victoria police-involved crash

VicPD officer collided with another car in downtown intersection

VIDEO: Langford cat missing 18 months reunited with family

Blue the cat found at Victoria museum 17 kilometres from home

Greater Victoria Crime Stoppers wanted list for the week of July 7

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

POLL: Would you get a vaccine for COVID-19 when it is available?

With the number of positive COVID-19 tests skyrocketing across much of the… Continue reading

VIDEO: Alberta man rescues baby eagle believed to be drowning in East Kootenay lake

Brett Bacon was boating on a lake in Windermere when he spotted the baby eagle struggling in the water

Vancouver Island business ad unintentionally features OK gesture linked to white supremacy

Innocuous ‘OK’ gesture in cleaning franchise advertisement gets flak on social media for ‘supposedly’ promoting white supremacy

Comox Valley RCMP looking for missing woman

Ami Guthrie was last seen in Courtenay in early July

Conservationists raise concerns over state of care for grizzly cubs transferred to B.C. zoo

‘Let them be assessed now before their fate is sealed,’ urges B.C. conservationist Barb Murray

B.C.’s COVID-19 job recovery led by tourism, finance minister says

Okanagan a bright spot for in-province visitor economy

National Kitten Day aka the ‘purrfect’ day to foster a new friend

July 10 marks National Kitten Day, a special day to celebrate all things kittens

Most Read