Consumer-centric approach will draw in the wine drinkers

TO STAY ahead, wine companies have to adapt to changing markets and consumers. In the latest Rabobank report on the wine industry, analyst Elena Saputo, said the shift in consumer base in terms of geography and demographic is one of the major developments in the market. "In non-traditional wine drinking countries, Millennials are drinking more wine than any of the previous generations did at their age, while in traditional wine drinking countries, they are drinking less but better quality wine." As this trend continues, companies who present contemporary brands with a fresh look and feel may have an edge over those who continue with tried-and-tested formulas.