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Wine consumers: the forgotten 40s, 50s and even 60s

Wine consumers: the forgotten 40s, 50s and even 60s

Looking at the large number of wine influencers out there you might reasonably conclude that no-one over the age of 40 is remotely interested in wine. Hardly anyone of their generation is talking to them online.

Are they going to take advice from influencers who are scarcely older than their kids? Maybe but most likely not.

Sure, there are reasons for this state of affairs

It’s well documented that younger consumers are not massively into wine so from the wine industry’s point of view they need to be encouraged to drink more.

Who can reach them best? Wine communicators of their own age using media, mainly Instagram and TikTok which the communicators are adept at operating and with which their audience feels comfortably familiar. They are basically more influenceable in other words.

They’re also more open minded and most likely willing to spend more than older consumers whose purchases are largely driven by reputation or cost.

But they don’t buy as much as millenials (consumers born between 1980 and the mid to late 90s) or boomers. According to Richard Halstead, COO of Wine Intelligence in a Drinks Business interview a couple of years ago, wine-drinking millennials tend “to be participating in the wine category because they are really into wine”, adding that “this age group were confident in their knowledge, keen to try different wines, and willing to spend more per bottle on average than those over 55 years old.”

True, the ongoing popularity of prosecco, Provence rosé, New Zealand sauvignon blanc and malbec suggests that once a certain type of customer has found a wine they enjoy they’ll keep on buying it though there was a time when none of these wines was as popular as they are now. (Remember Aussie chardonnay?) It’s easy to forget that things change.

But what about families in their ‘40s with young kids who don’t have the time, money and opportunity to go out as much as they used to so cook, entertain and buy wine to drink at home?

What about the empty nesters in their 50s and 60s, free to travel and open to new experiences which might include drinking unfamiliar wines?

And what about the cookbook buyers of which there are still many judging by the number of titles that are released each year? If you take the trouble to make a time consuming recipe why wouldn’t you want to know the type of wine that would go with it best - in a price bracket that you can afford?

The truth is - as it always has been - that there are different types of consumer: young, old and middle-aged. Collectors and bargain-hunters. Consumers who care about sustainability and others who are driven purely by price but in my career as a wine writer I’ve never seen so much attention devoted to a single demographic.

It’s a bit like when the entire wine world was chasing Chinese sales only to find the bottom falling out of the market. And it’s never quite recovered.

The analytics on my Instagram accounts (@food_writer and @fibeckett_winematcher if you’d like to follow me) shows my posts are mainly reaching millennials, Gen X and younger boomers which is unsurprising given my own age but these people are scrolling instagram too. And they probably have more disposable income and are more willing to spend it on wine than younger consumers.

The old media still largely fields writers who have years of experience. Jancis Robinson of the FT, Jane McQuitty of the Times and In a younger age group, Victoria Moore of the Telegraph to name three.

For many consumers buying wine is a question of trust rather than quick fix entertainment.

Of course the world moves on but why throw the baby out with the bathwater?  Given the general downturn in wine sales I’d say the trade ignores the older consumer at their peril

Do you agree that producers and promotional bodies ignore the over 35s or do you think they don’t need our help?

Top image by Atelier211 at shutterstock.com

 

 

What to drink in a heatwave

What to drink in a heatwave

With temperatures into the 30’s this week it’s not a bad idea to cut down on the alcohol. Here’s how to make your drinks a little less boozy

Choose wines and beers that are naturally lower in alcohol

Mosel riesling - generally about 8-9% - is the obvious choice but may be a bit sweet for some. Portugal’s Vinho Verde, often at 10-11% might be more palatable if you’re used to a drier white and there are plenty of lighter reds around 12-12.5% - there’s a list of suggestions on my Substack. Natural wines also tend to be lower in alcohol than conventionally made ones.

There are also many good no- and low-alcohol beers around such as Lucky Saint’s alcohol-free lager (best in a bottle I think) and Bristol Beer Co’s Clear Head.

Forget the oak

If your normal tipple is a full-bodied chardonnay or shiraz you might want to wait until the weather cools down a bit to enjoy them.

Dilute your drink

Almost anything you drink can be diluted, gin and tonic being the obvious example (though maybe make it a single rather than a double in this weather). Serve white wine as a spritzer by adding chilled soda or sparkling water to it and beer as a shandy.

Sherry and white port are delicious with tonic too. Traditional long drinks such as Cinzano (or other ‘bianco’ style vermouths) and soda are also great in the summer.

9 wine cocktails with a summer twist

Chill everything

Not just your white wines and rosés but reds too. And if you’ve forgotten to put it in the fridge pop a couple of ice cubes into your glass, stir and take them straight out again. Or leave them in if you don’t mind a bit of dilution.

Freeze it

Yes, freeze your wine! Frosé (frozen rosé) was a thing a few years back and not a bad thing to bring back in this sweltering heat.

Stay hydrated

Finally even if you are drinking stay hydrated - with water rather than with fizzy drinks like Coke - you should be drinking at least 2 litres a day. If you find it unpalatable add a slice of lemon or a couple of slices of cucumber to your glass.

Cold brew tea is also a refreshing alternative - do try it if you haven’t. It’s easy to make yourself.

Image by Pexels from Pixabay

Laurent Chaniac: the master of pairing wine and spice

Laurent Chaniac: the master of pairing wine and spice

I was hugely saddened this week to learn of the passing of sommelier Laurent Chaniac who worked for many years at one of London’s leading restaurants, The Cinnamon Club.

Unusually for a Frenchman - if I may say so - he embraced the idea of wine and spice with enthusiasm and always came up with imaginative and original pairings for chef Vivek Singh’s food.

They made a great team - both of them pioneers In their own right. Laurent for his wine pairing skills, Vivek for being one of the first chefs to put Indian fine dining on the map.

Vivek wrote a touching tribute to Laurent on his instagram account which he’s given me permission to reproduce below.

If you’d like to appreciate just how ahead of the game Laurent was read this piece on wine and spice which I wrote for Decanter some 18 years ago, I think.

So long my dearest friend Laurent. You have been such a good friend and companion on this journey of food and wine for the last 24 years that I feel lost without you.

It’s taken me some time to collect my thoughts and realise that you have indeed left us. Gone too soon but not without a fight, not without a challenge, not without making a significant change. You, my friend, have given so much pleasure to so many.

In my 30 plus years of cheffing, I have seen so many that love great food, many that love spice, many that love good taste and so many that claim to know and love win but hand on heart I know NO one else that loved spice and wine together as much as you did Laurent! You showed the world that wine with Indian food was not just a passing fad but a legitimate and serious endeavour.

Your ability to imagine flavours and combine them with notes in wine showed me (and many others) that with due care, it’s possible to pair any dish with a good wine. There is a wine for every dish and a dish for every wine if you care to look for it. You were a magician my friend. This was your gift

Your love for hospitality, for wine, for producers, for teams and everything around it has taught me and my team so much. I will miss our sessions, our wine pairing dinners and our discussions. I promise to keep the essence of your spirit for wine and excellence alive for as long as I am. At Cinnamon Collection https://www.thecinnamoncollection.com/ I promise we will continue your legacy of good taste, great wine and the best teams. You have been - and will always be - our OG Wine Guru.

I last saw Laurent at a tasting a couple of years ago when with his customary charm and kindness he pointed out the wines in the room that had impressed him most. Typical of the man

He will be much missed.

Top picture of Laurent Chaniac (L) and Vivek Singh (R)

Fine Wine and Fast Food

Fine Wine and Fast Food

The news that Greggs, the mass market bakery was opening a champagne bar in Fenwick in Newcastle created a predictable storm of publicity this week (good on them!) but the idea of matching fine wine with fast food is nothing new. 

Here’s a feature I wrote for Decanter magazine 17 years ago which admittedly didn’t include sausage rolls or steak bakes but easily could have done. Back in 2014, after a trip to Edinburgh, I suggested champagne too!

Anyway enjoy it and regard it as licence to crack open a serious bottle with your favourite takeaway. ‘High-low’ as it’s called nowadays is definitely a trend. Here’s the article as it appeared back in 2007

Fine wine and fast food

One of the most enjoyable food and wine matches I’ve experienced was also the most serendipitous. The family were away, I was working on a book and staggered down half way through the evening to find the fridge virtually bare except for a half bottle of Krug, a half-empty packet of the kids’ fish fingers and some frozen spinach. Ten minutes later, the spinach well anointed with butter, the fish fingers grilled and the Krug poured I had the perfect supper.

Since then various wine lovers have confessed to me their secret pleasures: bacon and eggs or hamburgers with cru class Bordeaux, kebabs with Cote Rotie, champagne with popcorn and it’s made me question why we generally save our best wines for special occasions.

Why pour them for friends who may not appreciate them when you could be tucked up on the sofa with a takeaway and a good DVD and have them all to yourself?

Why create unnecessary competition for your best wines in the form of redundant foams and sticky jus? Let the wine be the hero.

In the interests of encouraging you to hang loose with your cellar I conducted a few experiments courtesy of Decanter’s wine cupboard and a selection of local takeaways.

Needless to say I’m not encouraging you to head for your local McDonald’s - fast food needn’t be foul food - but if even Robert Parker takes his favourite bottles along to his local Chinese as he once told me when I interviewed him - why shouldn’t you?

burger and chips

Armando Ascorve Morales at unsplash.com

Burgers and Bordeaux ****
Why it worked
First stop the local gourmet burger outfit, Gourmet Burger Kitchen and a pukka bottle of Pauillac (Chateau Pontet-Canet 2001). I order their classic, served with salad and relish and a bowl of chunky fries. Apart from struggling to get it into my mouth without covering myself with creamy goo it’s hard to fault the classic meat and potatoes match. Red wine, grilled rare beef, salty potatoes - what’s not to like? The Pontet-Canet even stood up to the raw onion and relish though the match would probably have been marginally better without it and brought some refreshing acidity to the partnership which counteracted the carb overload
What to hold/go easy on
The raw onions and relish. And skip the ketchup
What else to try: A top-notch Californian cab, a Super-Chilean

See some other posh (and not-so-posh) pairings for a burger

Champagne and Sushi *****
Why it worked
The sugar in the sushi rice keyed in perfectly with the dosage in the extravagant Jacquart Katarina we paired with it, the bubbles counteracting the oiliness of the raw salmon. The match also held up when I dunked my sushi in soy (umami at work) and, surprisingly, even when I added a modest amount of wasabi and nibbled some pickled ginger. The seaweed in the maki sushi also tied in well. Is there a nicer way to eat sushi?
What to hold/go easy on
Don’t overdo the wasabi
What else to try: Muscadet

See other good wine matches for sushi

Fish, chips and white Graves ****
Why it worked
I was surprised, I confess, how successful this match with a 2004 Clos Floridene blanc from Denis Dubourdieu was. I would have thought pure unoaked sauvignon would have been better (on a similar basis to adding a squeeze of lemon) but this seductively lush white added a fabulous note of luxury to what were admittedly not the crispest most sizzlingly fresh fish and chips I’ve ever eaten. A bit like partnering them with some really good home-made mayonnaise. White graves is an underrated wine
What to hold/go easy on:
Added lemon juice. Brown sauce. Ketchup
What else to try: Sancerre, Pouilly Fume and other top sauvignon blancs. Champagne - though the Katarina was a bit sweet. Champagne almost always goes well with crispy, deep-fried seafood including fish fingers (see above).

See other great matches for fish and chips

Rotisserie chicken and Chardonnay *****

Why it worked
No news to Decanter readers, I’m sure, but just to draw attention to the fact that even a humble rotisserie chicken can be turned into a feast by partnering it with a top class chardonnay like the big lush creamy Voyager Estate 2002 I tried. Don’t even think of removing the skin. That’s what makes the match.
What to hold/go easy on:
Accompanying veg and salad particularly if dressed with a vinaigrette. Just a few roast or fried potatoes will do.
What else to try: White hermitage. Good pinot noir

See other good matches for roast chicken

Crispy duck and Pinot Noir *****
Why it worked
Another timeless classic but how often do you order crispy duck on its own? Or drink it with a wine as good as the silkily sweet 2003 Au Bon Climat Pinot Noir? A crispy duck and pinot noir party. What a great way to entertain!
What to hold/go easy on
Don’t overdo the hoisin sauce. Or order everything else on the menu to eat with it especially dishes with black bean sauce
What else to try: Cheaper pinots from Chile. A fruity Italian red like a Dolcetto. Mid-weight merlots should work too.

See other pairings for duck, crispy or otherwise

Pizza and Chianti ***
Why it worked
I’ve had better matches for Chianti Classico admittedly but a bottle of Villa Caffagio 2004 doesn’t half improve a supermarket pizza. The acidity in chianti is always great for tackling cooked cheese. Even at its superior best it has a quaffable quality that makes it a relaxing sip.
What to hold/go easy on:
Too many topping ingredients (very un-Italian). Avoid curried meat pizzas - as I hope you do anyway
What else to try: Most other Tuscan reds, new world sangioveses, Languedoc reds like Faugères

See other wine - and beer - pairings for pizza

Curry and Rioja Reserva **
Why it (just) works
I’ve partnered rioja successfully with curry before, most notably rogan josh and the smooth plummy Ondarre Rioja Reserva 2001 just about held its own with a moderately spicy selection of South Indian dishes including a prawn curry, a chicken Chettinad and a potato curry. The key to making it kick in was taking a spoonful of raita with each mouthful which calmed the heat and upped the acidity of the match.
What to hold/go easy on:
The overall heat level. Really hot curries do wine of any kind few favours
What else to try: To be honest a substantial new world red would have been better: with a few years bottle age to tame the tannins. Maybe a Grange 1990? (Only joking)

My top 5 wine picks with curry

Top photo by Meelan Bawjee at Unsplash.com 

 

Why I’ve put part of matchingfoodandwine.com behind a paywall

Why I’ve put part of matchingfoodandwine.com behind a paywall

Those of you who consult matchingfoodandwine.com regularly may have noticed I have put the Top Pairings section of the site behind a paywall.

You may wonder why after all this time. After all the site has been free to use since I first set it up back in 2006.

At that time it wasn’t common to charge for online content - Jancis Robinson was one of the only writers who did - and then, working for the Guardian, I felt it was all part of the service.

But in many ways it’s been a victim of its own success. Loads of people were using it and not paying for it - something I didn’t mind in the case of private individuals but found slightly galling in the case of large companies. But hell, why wouldn’t they? I wasn’t asking them for money despite offering them over 18 years of expertise!

So, having left the Guardian in the summer, I finally decided to put the key Top Pairings section behind a paywall which you can access by buying a bundle of credits, a model those of you who subscribe to photographic libraries will be familiar with. Or think a ‘carnet’ of Paris metro tickets if you aren’t.

You can either buy them as a monthly or annual subscription where they get automatically topped up or a on one-off basis. 

One credit buys you access to one article so it’s basically pay-as-you-go. You can get an idea of what the article is about from the first couple of paragraphs.

Once you’ve paid for an article you have permanent access to it and there’s no time limit by which the credits have to be used.

Many sections of the site still remain free - the regularly updated Match of the Week slot and Recipes, Entertaining, Wine Basics and Food & Wine Pros among them so there’s plenty to browse.

But if you’d like to access the key recommendations here’s how to go about it;

How to buy a bundle of credits

It’s actually really simple.

Head for the Purchase Credits page and sign up or sign in, choose from the credit packs and you’ll then be able enter your payment details.

(Prices start at £6 ($7.82/7.20€*) for a one-off bundle of 10 credits i.e. 60p (78 cents /.72€*) an article or you could take out an annual membership for £55 (/$71.76/66€*) which would give you 120 credits which works out at only 46p (60 cents/.55€) an article. There is a range of other options.

If you’re a business and would like to set up access for more than one member of your team you can take out a corporate subscription. Only one person needs to sign up but you can then add the email addresses of up to four other colleagues to give them access to the content. If they sign in with that email and hit “forgotten password” they can set up their own password.

Here’s the link you need again

* at the current rate of exchange 20/10/24

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