Old wine in new people


to find insights into how to whet the appetite of younger consumers for wine.


In a multi-stage process comprised of focus groups, accompanied shopping trips, and tests of visuals and packaging, we analysed how the target group perceives the world of wine, and identified existing obstacles as well as levers with which to introduce younger consumers to this world.


Young target groups are particularly cautious in their approach to wine drinking; it takes personal development to become a wine drinker. An international drinks manufacturer tasked september with researching insights into the branding of ‘young’ wine brands.


Stories and visual codes that tell a credible story are particularly vital for young consumers when it comes to wine. It’s a myth that young target groups are automatically drawn to a young product presentation – the important thing is that it doesn’t seem fusty. The study provided the customer with concrete recommendations for the brand story, packaging and design.