What is needed to attract more YOUNG consumers to Port?

[Roy Hersh]

This is actually what I have described as the largest challenge facing the Port industry today.

Your thoughts and suggestions?

[Sarah S.]

In the UK there are 2 main problems:

1. variety
2. price

If everyone had a chance to come to Portugal and start on the port here then I think more people would drink it. I can buy a basic (don't know what the word is) Bellman's ruby, which tastes fantastic, for only 3.25 euros. In the UK I would not buy port as it costs too much for the basic stuff.

Sarah

[Erik Wiechers]

I think its image.

Port has always been associated with older men smoking cigars in gentlemen's clubs.

If the port industry wants to improve that they should try a different approach on marketing. Be more trendy ( white port-tonic) and hip.

But then again, maybe the industry does not want to improve their image because the middle-aged people have more money to spend.

And sarah is right, price is important too. I can afford to buy the 100 euro bottle every now and then, but most people in their 20's either can't or won't because its not trendy to drink red port.

[Otto Nieminen]

And sarah is right, price is important too. I can afford to buy the 100 euro bottle every now and then, but most people in their 20's either can't or won't because its not trendy to drink red port.

I really have no idea. I'm in my 20's as are most of my friends and we all like Port (though my friends don't tend to be as geeky about wines as I am). Also, I thought that several participants on this forum are young, so I hadn't thought there was a problem at all!

-O-

[Andy Velebil]

I'm still relatively young (34), Ok so thats not really so young as I think it is But a good number of my friends are in their mid-20's to early 30's and they enjoy wine and Port. The biggest issue is cost. Most are either still paying off University loans and/or recently married with young kids and big house payments (housing is very expensive in the Los Angeles area). That doesn't leave much left over for $60 plus bottles of wine or Vintage Port.

They tend to stick with the under $25-30 bottles as those are much more within budget. I really wish the Producers would release the "off years" or SQVP's at a price point of no more than $30-35. I think they would get a few more younger buyers now, which hopefully would hook them for when they have more money a few years down the road. Think of it as a "loss-leader" they may break even or lose a couple dollars now, but would gain a life long consumer later.

[Michael C.]

I think the biggest obstacle is simply getting the younger crowd introduced to (proper) port. It wasn't until I attended a wine tasting at a local wine store that I was introduced to port. And it was an immediate love. They had a good variety at the tasting, and the store owner was willing to open a few additional bottles to give us a 'taste' of all that Port had to offer. If I recall correctly, she had a ruby, a tawny, an LBV, an aged tawny (10), and later opened a 40-year Kopke tawny for those of us who lingered at the store for a while. Port comes in so many different varieties (White, Ruby, Tawny, Colheita, LBV, Vintage, etc.) and most people tend to have a preferred favorite. If they taste the wrong thing as their first experience and have no education about the other styles, they probably won't come back for more...

The second "big problem" is the kinds of port available on most wine shelves (at least around here). There are a lot of regions that are labeling their "stuff" as port despite the fact that it had nothing to do with Portugal (Australia is notorious for this, but at least some of their stuff is decent quality). A few Oregon wineries recently started experimenting with 'port' and it's downright nasty. One taste of that stuff and the 'kids' are never going to try another Port again.

If distributors (and wine stores) are willing to take a risk and stock the shelves with some decent stuff (e.g., *from* Portugal, of several style varieties, etc.), plus attempt to offer an educational component, I think we'd see a completely different attitude among the younger folks. Just educating the store employees would be a great step in the right direction.

Just my $0.02.

[Todd Pettinger]

I'm still relatively young (34), Ok so thats not really so young as I think it is

I'll agree with Andy that 34 is young. This, because I am 31 and would make me even younger! :)

The biggest issue is cost. Most are either still paying off University loans and/or recently married with young kids and big house payments (housing is very expensive in the Los Angeles area). That doesn't leave much left over for $60 plus bottles of wine or Vintage Port.

This is a great point and probably the biggest inhibitor that I run into myself.
Yes, I may be "young" and in to Port, and am eager to try every single type of VP known to man... but the Chief Financial Officer (aka my Wife) has something to say about that. Being in this exact situation as described by Andy (mortgage, young kids, saving for college for the kids, both working just to get a bit ahead in life) doesn't leave much room in the budget.

I really wish the Producers would release the "off years" or SQVP's at a price point of no more than $30-35. I think they would get a few more younger buyers now, which hopefully would hook them for when they have more money a few years down the road. Think of it as a "loss-leader" they may break even or lose a couple dollars now, but would gain a life long consumer later.

This is a great point and a wish of mine as well. The thing that I find odd is that no matter what the release of Vintage, whether SQVP, off-year small declaration, or a "classic" VP, the producers go through the same amount of effort in labour, production, storage, sampling, blending, etc. So that hurts the end-consumer in that they want to recoup as much cost for these steps as possible.

But I do agree that an SQ, or "off-year declaration" release should be a lot cheaper. It certainly would buy the producers some loyal followers and they may find that ALL their stocks of a certain year of SQVP would sell upon release, rather than having (in some cases) vast quantities left in-cellar.

Todd

[Moses Botbol]

I think its image.

Port has always been associated with older men smoking cigars in gentlemen's clubs.

This is the image the port industry should capitalize on. Almost as a parody of sorts; many beverages aspire to be stereotyped in such high regard. Why would port want to shed such an austere image that is ingrained into the psyche? Port makers should really play the hand they are dealt and spent so much time cultivating. Port makers should promote the stereotype of port as an ideal.

[Luc Gauthier]

I don't think Image is the problem ( NO image to speak of !! ) at least in Québec .
Some young people just aren't aware . . .
THAT, is the biggest hurdle facing the Port Industry .
Wine tastings , word of mouth and T.V. adds .
If mohamed won't come to the mountain , then bring the mountain to mohamed .

[Roy Hersh]

So far we have the following issues raised:

a. variety - limited in some markets. Diversity of categories is confusing.
b. price - young people have a hard time affording really fine bottles of Port, especially VP. Lower prices for non-generally-declared Vintage Ports
c. image - old men/cigars etc. Need to refresh and make it hip
d. education - needs to improve and starting with retailers would be great
e. origin - too many other appellations calling their stuff "Port" which it ain't. ; )
f. financial constraints - mortgage, young kids, saving for college for the kids, both working just to get a bit ahead in life
g. visibility - need to get the word spread more. More consumer focused tastings would be beneficial


I smell an article!

[Michael C.]

So far we have the following issues raised:

a. variety - limited in some markets. Diversity of categories is confusing.
b. price - young people have a hard time affording really fine bottles of Port, especially VP. Lower prices for non-generally-declared Vintage Ports
c. image - old men/cigars etc. Need to refresh and make it hip
d. education - needs to improve and starting with retailers would be great
e. origin - too many other appellations calling their stuff "Port" which it ain't. ; )
f. financial constraints - mortgage, young kids, saving for college for the kids, both working just to get a bit ahead in life
g. visibility - need to get the word spread more. More consumer focused tastings would be beneficial


I smell an article!

Great summary of this thread, Roy.

While you smell an article, I smell a new job opportunity. Anyone care to back my new career choice -- Port ambassador to the world? I could educate, increase visibility, and run a marketing campaign to refresh the image (while I'm fond of the secret handshakes and cigars in the back room, I'm not opposed to encouraging a younger crowd and lots of women to join our little cult

Hmmmm...

[Moses Botbol]

It would be easy to promote.

When was the last time you saw a commercial or ad for Vintage Port? IDVP should start running commercials...

[Luc Gauthier]

So far we have the following issues raised:

a. variety - limited in some markets. Diversity of categories is confusing.
b. price - young people have a hard time affording really fine bottles of Port, especially VP. Lower prices for non-generally-declared Vintage Ports
c. image - old men/cigars etc. Need to refresh and make it hip
d. education - needs to improve and starting with retailers would be great
e. origin - too many other appellations calling their stuff "Port" which it ain't. ; )
f. financial constraints - mortgage, young kids, saving for college for the kids, both working just to get a bit ahead in life
g. visibility - need to get the word spread more. More consumer focused tastings would be beneficial


I smell an article!

Roy , your olfactory senses are intact . . .

BTW , since visibility is part of the problem , when was the last time Rupert , Dirk or Adrian were in the States or Canada ?

[David L.]

Promoting Port is the key. And I mean promoting Port OUT of Portugal...
Douro is considering the oldest wine region in the world since 1756, and who knows about that? Douro Valley celebrate 250 years old last year, why the IVDP just decide to celebrate in Portugal? I agree with what 2 expert journalist from Sweden wrote a few month ago in Metro newspapper about Port: "Port wine is the best drink in the world, but people didn't realised that"

[Black Angus]

I'm a 30's something, American moderate liberal, two income, two kids, in suburban Philly. I have $300 of wine in the house (avg cost is $15 per). And I've never had a Port in my life. (Am i freak?) I experiment in differnet indulegent beverages all of the time, but Port never pops up on my radar as something differnt to try.
I am only making this post as I seem to be the typical obstacle pivoting this thread. I have been invited to Johnnie Walker tasting events, I know friends who have toured Jack Daniels distillery, I have sampled Rain Vodka at in store events locally, I have toured vineyards that produce Melot and Chardonnay. NO-ONE has ever said "Hey man, have you ever tried Port?"
Its all about brand impression. Get Gen-xers to see "the Love of Port". once or twice and perhaps we will pick one up to try. Just by skimming the posts o nthis site, I've been convinced that I'm missing out on something.

Who is the highest quality and simultaneously best funded brand prevalent in the Eastern US? I will pick up a bottle this weekend.

[dave leach]

i would be curious if the "youth" of portugal is in any way more into and accepting of port, given that it is so much a part of their culture. m y guess is no, that they would be similiar to here, or europe, and are heavy consumers of beer, spirits and cheaper wines. roy listed 7 issues preventing more younger people from enjoying our nectar, and they are all correct.

but the real reason younger people don't embrace port is that they are not being marketed to. this is a generation-gen xers or the mtv generation-that have millions of products and services being marketed directly at them. hundreds of millions of dollars are being spent to capture their product allegiance, appeal to their lifestyle, inform and educate them, and most importantly, to make them feel cool and good about their choice of a certain brand.

in my business, which is music, co-branding is now the norm. u2 hawking ipods, bon jovi and duracell batteries, jay z a budweiser spokesman; phat farm, rocawear, and sean jean are all music inspired clothing lines meant to attract a younger audience who listen to hip hop and youth-skewed music. BUT THEY ARE SPECIFICALLY BEING SOUGHT OUT AND MARKETED TO, QUITE AGGRESSIVELY.

which brings us to the product of port. your fathers drink, or worse, your grandfathers. that is probably most young people's perception, they don't know any better. golf was a middle aged white mans game until the usga and the golf industry began to try and attract a younger demographic. hipper clothes, nicer golf resorts which includedd spas for women, and then facilities for women to enjoy the game, and a real attempt to lure younger clientele with disposable income. pabst blue ribbon beer was a dying brand of beer until the producer changed his marketing tactics, targeted a very young consumer, and went after that consumer. now pabst is the rage, the hip "old school" beer amongst the college crowd, but they got there by marketing directly to them.

which brings us to port. port is hard enough for us to understand, and we're fanatics. the idvp, and the port trade in general, has done an abominable job in educating, explaining, and promoting their many product lines. i've got 250 bottles of port in my collection, and still can't tell you the differance between a reserve, a special reserve, or a bottling of 6 grapes. they have done, along with the various port houses, a horrible job of making the entire product line more consumer friendly. my guess is port is considered by most to be an aristocratic, english, older white male, in a private club, with his cronies and fat cigars type of thing.

how tomake it more attractive to younger drinkers. an all out, concerted effort at marketing the product. articles about port in blender magazine, not new yorker. product placement in youth movies and tv programs. look how the hip hop culture turned cristal champagne into THE drink in that culture, until then, it was for very high end collectors only.

appeal to and get your message out to the younger generation. MARKET to them, and make them feel they OWN it, it's theirs, and its cool.(right away, the higher alcohol content should greatly appeal to them!) otherwise,some other vodka company, with beautiful models in their ads will be the next "IN" beverage.

my last point would be that vintage ports should be the last of the line to be marketed to the gen xers. collecting vp requires great patience, a knowledge that it will pay wonderful dividends one day, but kids could care less about spending hundreds of dollars now for something they'll enjoy in 20-30 years. its all about today with them.

sorry about the rant, just an old marketing guy weighing in

dave

[Roy Hersh]

When was the last time you saw a commercial or ad for Vintage Port? IDVP should start running commercials...

Contrary to popular belief and postings running rampant on Port Forum(s) lately, the Port & Douro Wine Institute has not changed their acronym, which remains to this day, the IVDP.



Michael C.,

Please read the signature line in this posting.



Luc,

I don't keep track of their travel schedules but I know for instance, that Rupert was in my area in April and Vancouver too and believe he also stopped in other parts of the USA & Canada. The Douro boys are coming to Eastern Canada in a few months from now. Many others come to both countries as well. I recently saw Cristiano van Zeller, Miguel Roquette, Jorge Ramos and a half dozen others in Canada a few months ago. So although visibility may be an issue ... imo, it is not for their lack of visits to the USA or Canada.



David L.,

To respond to your specific question: The reason why Portugal and the Port trade promoted Port just in Portugal for the 250th anniversary of the demarcation:
http://www.fortheloveofport.com/article ... cation.htm
is somewhat straightforward. I will answer your question with a rhetorical one ...
Why would Portugal, the IVDP and the Port Trade not want to leverage one of their very rare opportunities to bring in tourism for one of the country's most historical focal points?
I realize there are many responses to this question, however ... personally, I am very glad they did not go around the world to promote their special moment in time.

Strictly as a side bar:
The focus on Portugal was made doubly special in 2006, when their football team went all the way to the quarter finals of the World Cup Tournament for the 1st time since 1966. The fact that their team got that far, of course, was no coincidence. Neither was it, that it just happened to be a great vintage 40 years earlier.

[Roy Hersh]

To my favorite Oakland Raiders player for many years, please welcome the Black Angus to FTLOP!

______________________________________________

(Am i freak?) I experiment in differnet indulegent beverages all of the time, but Port never pops up on my radar as something different to try.

It is hard for us to judge yet, as we don't know you well enough. I offer great radar repair kits and ship them all over the world for free. It is part of our Port philosophy here at FTLOP to assist in this type of effort.

I am only making this post as I seem to be the typical obstacle pivoting this thread.

That makes you something quite special augmented by the fact that this is your very first posting here on the Port Forum. In all seriousness (now) welcome aboard and thanks for stopping in. We hope you will increase your knowledge about Port, learn to love it like the rest of us here and if not, at least keep a sense of humor while trying.

NO-ONE has ever said "Hey man, have you ever tried Port?"

Hey man, have you ever tried Port? Never say never and never underestimate the importance of never saying never. See, we have a lot to teach you here!

Just by skimming the posts on this site, I've been convinced that I'm missing out on something.

We both agree! See, this is the second thing we've learned that you've learned here in a very brief time. Imagine what you'll feel like six months or a year from now? I can tell you very simply:POOR

Who is the highest quality and simultaneously best funded brand prevalent in the Eastern US? I will pick up a bottle this weekend.

Wow, I hope this article helps you: http://catavino.epilot.net/archives/48/2005/07/20/
Fortunately this is not linked to the FTLOP, so you can't blame me Tim, although soon you are going to wish you did not ask for Port reading mateirals.

All kidding aside, it is a pleasure to have you join us. We are a fun bunch of Port likers and we hope you'll jump right in, as early and as often as you feel comfortable. Just be careful what you say to Andy Velebil!

[David L.]

Dear Roy,

I agree with in 2 things: in your rhetorical question and that we don’t want that the Douro Valley turns the next Algarve!!! Answers for your rhetorical question I also have, but let’s not talk about them now :)
The 250 years celebration of the oldest wine region in the world has to be promoted… not in a touristy point of view, but to spread to the world tat Port Wine is the best drink in the world (at least for me) and Douro Valley the oldest wine region. How can the region/Port Wine develop if it’s not promoted? Roy, it’s said when in Sweden lots of people don’t know what is Port Wine, and a percentage that heard or tied Port Wine confound it with table wine or with some type of wine from Spain…

[Roy Hersh]

David,

As sad as that is, consider that only about 15% of American residents have EVER tried wine. So, it should not be so shocking that folks in Sweden have no clue about Port.

The IVDP can and should do a better job of promoting Port, but that is an entirely different discussion.