SANGRIA AND THE MILLENNIALS

HARDLY a new thing, Sangria is suddenly an “it” drink that is poised for international success.  Sangria is already popular in the US but has little presence in the international market.  However that could be about to change with drinks analysts at research firm Mintel predicting its explosion onto European and global markets sparked by the rising popularity of fruit flavored wines in Western Europe with younger drinkers.  Sangria is tapping into a number of trends currently attracting Millennials, namely a taste for sweeter, refreshing, fruitier flavors, and an interest in “alcohol category blurring” given its inclusion of brandy.  According to Mintel, 71% of German consumers aged 18 to 24, 59% of Spanish, 58% of French, and 42% of Italians prefer wine with stronger fruity flavors and are more likely to prefer this style than older wine drinkers for whom dry wine is often considered superior.  Jonny Forsyth, Mintel’s global drinks analyst, commented: “In the US, Sangria’s biggest international retail market, the product has tapped into Millennials’ interest in sweeter wines, which they find more accessible on their palate.  Hence, the rise of ‘Moscato madness’ and sales of sweet red blends.  However, this is not specific to younger Americans.  In Europe, too, (sweet) taste is king, and 18- to 24-year-olds not only prefer the easier taste of sweeter wines but think they are actually superior in quality to drier wine.  For example, 36% of French consumers aged 18 to 24 think so, as well as 21% of French and Italian, and 18% of Spanish consumers in this younger age bracket.”  He also looked to China as another market where Sangria can succeed saying, “Chinese consumers have now become the biggest consumers of red wine globally and red wine Sangria can provide an accessible and affordable option for middle class consumers still new to the acquired taste of red wine.  One of the big attractions of red wine for the Chinese, apart from the positive cultural significance of red, is its health connotations, and Sangria being served with fruit can help to accentuate this perception.”