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Save the date 18-19 October 2021
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Violante Gardini Cinelli Colombini

Violante Gardini Cinelli Colombini

President of AGIVI

Violante was born in Montalcino in 1984. She holds a degree in Business and Economics from the University of Florence. After getting her Master’s at OIV (International Organization of Vines and Wine) – an experience that took her around the most famous viticultural areas in the world – she started working in the marketing department of her mother’s winery, Donatella Cinelli Colombini. In 2008 and 2009 she was the Tuscan President of the Leo association (young Lions). From 2013 to 2019 she was the President of the Movimento Turismo del Vino Italiano. From 2016 to 2019 she was Vice President AGIVI (Young Italian Vine and Wine entrepreneurs). In December 2019 she has been elected President of AGIVI.

"Let's share the numbers: young people, wine and market from lockdown to date"

In many key markets (Australia, Canada, China, Germany, Sweden, the UK and the US), wine continues to be benefit from the various lockdowns and restrictions, with consumers increasingly enjoying wine across a broader range of at-home occasions. How did the pandemic affect the behaviour of younger generations of wine drinkers? Based on data collected by Wine Intelligence amongst regular wine drinkers in several key markets, Pierpaolo Penco, Country Manager Italia for Wine Intelligence, will focus on the Millennials (25-41) and Gen Z (21-24) age cohorts and their trends as wine consumers during the Covid-19 era. In the US, for example, wine consumption growth during the lockdown has been led by Millennial drinkers, followed closely by Gen Z. On the contrary, the average age of Australian wine drinkers is rising, as the category struggles to entice the 18-24s to become wine drinkers. In the pre-pandemic era, Millennial consumers were rapidly becoming the main consumers of sparkling wine. Involvement levels with sparkling wine have been boosted by these motivated Millennials, who are highly involved in the category and more open-minded about their sparkling wine choices. From our data, still wine is emerging as the main “beneficiary” of lockdown and restrictions, while sparkling wines are recovering. So what can the wine industry expect from the Millennial and Gen Z segments, when more dynamic alcoholic beverages and the general reduction in alcohol consumption appear to be major drivers in their choice?

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