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Rexam to dispel myths at Wine Fair 2011

05 May 2011

Can maker Rexam will attend this year’s London International Wine Fair, to be held from the 17-19 May 2011 at London’s Excel exhibition centre, to dispel the myths behind young female wine consumption

Throughout recent years the young female wine drinker has been identified as a consumer group that the wine industry should be focusing on to sustain and grow the wine market.

This consumer group differs from the traditional wine drinker, who values provenance and the ritual associated with the wine ‘experience’, and instead looks towards convenience and accessibility. Until recently the wine industry has not focused on product offerings specifically addressing the needs of this different type of wine consumer.

Rexam has commissioned a piece of research to better understand the drinking habits of these alternative wine drinkers. Young female consumers from 18 to 34 have been interviewed to gain an insight into their lives, exploring their motivations behind why they enjoy wine, as well as when and how.

This research provides an invaluable look into the lives and needs of this next generation of wine consumers, highlighting why it is important for the wine industry to develop their approach to the younger market and provide them with the solutions they need.

At this year’s wine fair, Rexam representatives will be on hand to discuss the findings of the consumer research as well as the key benefits of packaging wine in cans. To learn more about Rexam’s wine in can range, learn more about the consumer research or try a sample from Rexam’s red, white or rose wine in cans, please visit the stand, M10.


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