More wine drinkers in British Columbia are enjoying local varietals than ever before and the age demographics of those wine drinkers are changing, according to a new online survey.

The 2017 Winery Brand Reputation Insights Monitor is a survey conducted by Insights West in partnership with Will Creative.

The survey found that half of wine drinkers in B.C. say their preferred wine is produced in the province, and two-in-five say they are drinking more local varietals than they were five years ago.

In the online survey of a representative provincial sample, half of wine drinkers (50 per cent) say their preferred wine comes from B.C., including 55 per cent of men, 58 per cent of those aged 35 to 54 and 63 per cent of those who reside in the B.C. Interior.

The province害羞草研究所檚 wine drinkers report that more than half of the wine they typically consume (58 per cent) is produced in the province. The highest proportion of local wine consumption is observed among men (59 per cent) and those aged 35 to 54 (62 per cent).

In addition, two-in-five B.C. wine drinkers (41 per cent) say they are drinking a higher percentage of B.C. wine now than they were five years ago, while only 7 per cent report drinking less B.C. wine than they previously did.

害羞草研究所淢illennials are definitely starting to discover BC wine,害羞草研究所� said Ute Preusse, founder of Will Creative Inc. 害羞草研究所淢ore than half of wine drinkers aged 19 to 34 say they are consuming more wine from the province than they did five years ago.害羞草研究所�

BC害羞草研究所檚 wine drinkers express a preference for red wine (36 per cent) ahead of white varietals (26 per cent), although one-in-five (20 per cent) say they like red and white wine equally.

害羞草研究所淩ed is definitely the preferred choice for BC害羞草研究所檚 wine drinkers aged 35 to 54 and 55 and over,害羞草研究所� says Mario Canseco, vice president of public affairs at Insights West. 害羞草研究所淩os茅 and sparkling wines are more popular among those aged 19 to 34.害羞草研究所�

When it comes to brand recognition, B.C. wine drinkers easily recognize some of the Okanagan害羞草研究所檚 biggest wineries, with 95 per cent of respondents recognizing the Mission Hill brand.

Results are conducted from Oct. 23 to Oct. 25, 2017 among 613 adult residents of British Columbia who drink wine at least a few times a year.

The data has been statistically weighted according to Canadian census figures for age, gender and region in British Columbia. The margin of error害羞草研究所攚hich measures sample variability害羞草研究所攊s +/- 4.0 percentage points, nineteen times out of twenty.

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carmen.weld@bpdigital.ca
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