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What type of person fills their flat with wine fridges, or spends a lifetime filling what would otherwise be a basement storage area with bottles of wine?

The stereotype is of someone who buys by the case, thinking about the moment in years to come when they will open the wine. He — it’s always a man — is somebody who knows what he likes and plans prudently for his future needs. While the wine trade has always recognised that there is a difference between the person who fills up a cellar and someone who buys nice wine when they want it, they haven’t been able to articulate what that gap is. Is the former just a wine lover with a better budget?

To answer this question, Areni Global conducted an 18-month study across six major markets – London, Paris, New York City, Hong Kong, Singapore and Shanghai — to understand how young consumers first encounter fine wine and then develop a lasting relationship with it.

Join Areni Global’s executive director Pauline Vicard as she present key insights from The New Fine Wine Customer, on how fine wine can attract and keep younger drinkers, collectors and buyers.