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

Another Kitimat bear cub ends up in Smithers

The Northern Lights Wildlife Sanctuary now has three Kitimat bears

Houston homicide suspect remanded in custody

A Houston man accused of the second degree murder of Elija Dumont… Continue reading

Water advisory back on for Kitimat

Heavy rains raised turbidity levels in the Kitimat River

Family of Terrace man killed in hit-and-run plead for tips, one year later

Cameron Kerr’s family says the driver and passengers tried to cover their tracks

William Griffin arrested in Houston homicide

RCMP have now arrested William Griffin, the man wanted in connection to… Continue reading

Bye bye Bei Bei: Giant panda born in U.S. zoo heads to China

Panda heads back to China as part of cooperative breeding program

B.C. to advocate for frustrated, confused, unhappy cellphone users, says premier

Maple Ridge New Democrat Bob D’Eith to advocate for more affordable and transparent cellphone options

B.C. man who killed Belgian tourist near Boston Bar gets life in prison, no parole until 2042

Sean McKenzie pleaded guilty to second-degree murder of 28-year-old Amelie Christelle Sakkalis

‘Very disrespectful’: B.C. first responder irked by motorists recording collisions on cellphones

Central Cariboo Search and Rescue deputy chief challenges motorists to break the habit

Daily cannabis linked to reduction in opioid use: B.C. researchers

Researchers looked at a group of 1,152 people in Vancouver who reported substance use and chronic pain

Bids down, costs up on Highway 1, B.C. independent contractors say

Rally protests NDP government’s union-only public construction

Members of little people community applaud change to drop ‘midget’ term

‘It’s not about sensitivity,’ says Allan Redford, the president of the Little People of Canada

Little progress in preventing sudden infant deaths since last report: BC Coroner

Coroners panel studied 141 sleep-related sudden infant deaths between 2013 and 2018

Most Read