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The Patriot-News
September 17, 2003
Wine Finds Fans in Youthful Crowd
By Lisa Mullins Bishop
(Copyright © 2003, The Patriot-News.)
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Wine has a new audience: the young and hip. While many grew up watching their parents drink beer on the one hand and hard liquor on the other, the complexity and sophistication of wine feels new. According to a recent study by Scarborough Research, which monitors consumer trends, 25 percent of American wine purchasers are under 34. One reason the interest in wine among young adults is growing is because bars and restaurants are providing more diverse offerings, something a little more unique, said Jennifer Eckinger, 28-year-old director of membership services for the Pennsylvania Wine Association. “Young people are interested in trying wines, especially if they enjoy going out to dinner. Wine is something to be enjoyed with food, and an interest in different cuisines lends itself to a similar interest in different wines. Lots of wineries offer seminars to educate consumers. Wine 101 if you will.” At The Red Door, Harrisburg’s only wine bar, manager Rocco Romo, said many young people are ordering wine and are not bashful about asking questions. “They are interested in learning what makes an Italian Cab [Cabernet] different from an American Cab. People are interested in trying new wines, in tasting different wines from different regions. They are ordering flights of wine to taste different wines from different regions. Our later crowd is drinking wine. We thought they’d be ordering martinis, but they’re drinking wine.” A few doors down at Fisaga, owner Tony Magaro said young people are moving toward martinis, wine, and hard liquor and away from beer. “I’m seeing more women drinking wine than I’ve ever seen before. Merlot and Chardonnay are the most popular. The demographics seem to be women between 23 and 32,” he said. Young people also are buying bottles of wine to enjoy at home. “We’re seeing a more and more younger people purchasing wine,” said Kurt Hintzleman, a wine consultant at the West Shore Wine and Spirit Shoppe. When Rachel and Mike Beck, 25, of Mechanicsburg, entertain, they prefer to share a bottle of wine with their guests. “When our friends come to town, we usually stay home rather than go out to a restaurant. We’ll grill something or make a pasta dish for dinner and we’ll have a red wine or white Zinfandel with it,” said Rachel Beck. Vintners are trying to make wine more accessible to younger consumers through their marketing. “Gossamer Bay has created a recognizable label with a butterfly,” Hintzleman said. “Firestone Winery is hot because it was featured on ‘The Bachelor.’” Price is also a factor. “Today there are better-tasting wines available at a lower price. You can get a good wine for under $15 or $10 a bottle,” said Gina Shroy, 30, of Steelton. Younger people, who tend to be health-conscious, are also aware of the buzz from some studies that suggest a moderate intake of red wine may be beneficial, said Shroy, who is a food scientist for Hershey Foods. One way wine is being made more appealing to younger drinkers is by the use of screw caps, or twist tops, instead of traditional corks. People can pour a bottle of wine, put the cap back on and stick the bottle back in the cooler. Vintners recognize that what appeals to an older wine enthusiast many not appeal to a younger wine drinker. “We’re a generation raised on Pepsi and Coke so we prefer fruitier wines. We like fizz,” said Hintzleman. Sweeter wines seem to be the favorite among this age group, said Hintzleman, pointing to fruity wine coolers, white Zinfandel, Pinot grigio and Lambrusco. Some young enthusiasts have established magazines and Web sites to help demystify wine. Wine X is a magazine geared to young adults, as is its companion Web site, winexmagazine.com According to founder Darryl Roberts, “It’s been my vision from the beginning to create a global wine community—a place where young adults can go to eat, drink and play in a comfortable atmosphere with their peers.” Each issue of Wine X features an interview with a celebrity, information on the latest trends in wine and food and spotlights on various wineries of interest or a particular wine region. Winebrats, an organization for young adults, has chapters in Pittsburgh, Scranton and Philadelphia as well as others throughout the nation, and a Web site, Winebrats.com, whose tagline is “Changing the face of wine.” The Web site offers tips and information, showcases particular wine regions and sponsors tastings at various restaurants throughout the country. It also has information about the wines being offered as well as recipes, hosting tips and winemaker notes to create a wine event at home. |
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