What is needed to attract more YOUNG consumers to Port?

[David L.]

Roy,

I agree with you totally!!! IVDP can and should do better... but that's another story.
If just 15% American residents have tried wine, means that 85% don't know what they are losing.
Meanwhile, let us continue talk about Port and especially let's drink it :)
Cheers!!!

[Paul_B]

Hi all,

after discussing with my wife we came to these points...

1) sexy bottles & packaging such as the Otima 10 year old, smaller size 500ml to lower the price works.
2) keep in mind that 20-30 spend time in dance clubs hence not the place for VP but they will certainly enjoy a white port with tonic and rocks. Brand reps need to have promotions at events that these crowd attends.
3) Port & Cheese is a fun activity that they could do between friends at home.
4) Prices are a big barrior so more LBV, 10 and Colheita options in 500ml sizes.
5) we see TV ads with young folks for baileys, vodka, gin, bacardi but we never see ads for Port brands.
6) color page ads in fashion/design/music magazines
7) Sponsor events (concerts, fashion shows, MTV awards )
8) package mix-type ports in small sizes... 4x250ml

My view is after a couple of years of the above then the 20-30's will slowly move up the port product line as their tastes, curiosity and budgets evolve.


cheers
Paul

[Stewart T.]

I've been on the hook with several of my non-Port drinking friends (and those who drink it casually) to host a "Get To Know Port" tasting at my house. While I have yet to have an opportunity to do so, I've already changed many of their minds about Port.

The times I've showed up to a summer picnic with white Port, tonic and some fresh mint, that drink has been the hit of the party...but virtually EVERY ONE of them said "I didn't know there was such a thing as White Port." Hell, I'd never even tasted White Port before the last Harvest Tour.

I'm hoping that having some of these tastings for non-Port drinkers shows them the full range of Ports that are produced, and will convinced them that all Port isn't "too sweet," "for old guys," "should be drank with a cigar," or "has to cost a fortune."

Stewart

[Michael C.]

1) sexy bottles & packaging such as the Otima 10 year old, smaller size 500ml to lower the price works.
2) keep in mind that 20-30 spend time in dance clubs hence not the place for VP but they will certainly enjoy a white port with tonic and rocks. Brand reps need to have promotions at events that these crowd attends.
3) Port & Cheese is a fun activity that they could do between friends at home.
4) Prices are a big barrior so more LBV, 10 and Colheita options in 500ml sizes.
5) we see TV ads with young folks for baileys, vodka, gin, bacardi but we never see ads for Port brands.
6) color page ads in fashion/design/music magazines
7) Sponsor events (concerts, fashion shows, MTV awards )
8) package mix-type ports in small sizes... 4x250ml

As much as I think these steps would actually increase the visibility of port, I don't think I would ever want it to be so "mainstream" or "copy-cat". Better advertising, TV ads, and sponsor events seem like great ideas that would spark more of a youthful/vibrant port following around the world. But I personally feel that part of port's appeal comes from the history, the romanticism, and the tradition that is (thankfully) *not* found in "sexy" bottles and dance clubs.

When I think of port, I think of 100+ year old cellars, dusty bottles, and barrels that still hold contents from harvests that were a century ago. I'd rather see the port industry promote the wine for what it is ... and not try to turn it into something it isn't. The day I see port in a commercial with P.Ditty is probably the last day I'll be adding port to my cellar.

Just my $0.02.

[Roy Hersh]

As much as I think these steps would actually increase the visibility of port, I don't think I would ever want it to be so "mainstream" or "copy-cat". Better advertising, TV ads, and sponsor events seem like great ideas that would spark more of a youthful/vibrant port following around the world. But I personally feel that part of port's appeal comes from the history, the romanticism, and the tradition that is (thankfully) *not* found in "sexy" bottles and dance clubs.

Call it a conundrum or dichotomy if you'd like, but the yin and yang above, while right on target, can serve to keep the "image" and trade, stuck where it is at.

I don't know that I have the answer, but I am going to die trying to find one!

[Luc Gauthier]

Is this what the port world needs ?
Latest News

Erotic wine evenings strike educational note
August 22, 2007


Panos Kakaviatos

A New York company is enthusiastically exploiting the links between wine and sex – starting with a tasting at an adult toy store.

At Babeland - which is owned exclusively by women - some 60 libidinous oenophiles sipped wines with names like Seduction Cabernet and Foreplay Chardonnay, listening to erotic poetry and bid for a goodie bag filled with wine paraphernalia, as well as vibrators and other adult toys.

'Wine and sexuality have one thing in common: people indulge in both, often don't have a clue what it's about, but like to appear as though they do,' said Hollye Chanelle, event manager for Perfect Palate, the company which hosted the Erotic Wine Tasting Soiree last week. 'It is a learning experience.'

Even the tasting notes struck an educational note. 'It's important to first titillate the senses with a little Foreplay - for your palate, that is,' the note accompanying the Chardonnay said.

Guests were 'a cornucopia of people ranging in age, race, sexual orientation, culture and wine experience, from novice to experienced connoisseur,' Chanelle told decanter.com.

'The novice feels welcomed by the trendy atmosphere and the down-to-earth demeanour of our Sexy Sommeliers,' she went on, 'and seasoned oenophiles are intrigued by the unique angles by which we analyse, decipher and present our wines.'

As well as its standard sex-education sessions, Babeland runs other wine events, including 'bachelorette' wine tasting parties, and a ladies-only 'kinky wine tasting party,' where participants 'learn how to perform a striptease, lap dance, and walk with a new sexy strut like the pros from the pros,' while enjoying a selection of red, white and sparkling wines.

[John B]

Hello all,

I agree with much of what has been said so far in this thread, although there is one issue so far undiscussed, that sort of touches on many of the points made.

It is this. It is very difficult to find anywhere that will sell you a single glass of VP ! And doubly difficult to find such a place that appeals to young people.

I am 37 and have been drinking port for 10 years after being introduced via a Taylors '66.

The experience was a revelation - the kind of which I do not need to describe to this forum (I assume we all remember our first fine vintage !).

I had of course drunk rubies on occasions in the past with little excitement.

I have often wanted to introduce my friends, particularly after a restaurant meal. But there are few places that will sell a fine VP, and those that will, very reasonably expect you to purchase the whole bottle.

The cost is not an issue neccersarily in terms of afforability, as I am describing expensive restaurants anyhow almost by definition. But the cost for experimentation exceeding £50 a bottle is more than many will chance, young or old.

That first experience is the key to a lifelong love of port. But while very few bars / restaurants can offer this experience at an affordable level then the introductions will remain on a personal 'at home' basis.

Which is exactly how I now approach it.

In short it is probably up to us, the existing port lovers of the world to make the introductions. There will be little commercial infrastructure to do it for us.

Marketing can work, of course (its what I do for a living), but only if there is a suitable commercial infrastructure in place to distribute the product at an affordable level.

Those personal introductions may take time to come to fruition (very few 20 somethings can afford expensive wines) but once the seed is sown the love will last a lifetime.

[Roy Hersh]

John,

Welcome to the FTLOP Forum. It is good to have you with us and I enjoyed your post and found it very insightful and it brought up a great point about vintage Port - BTG (by-the-glass).

Having spent 20+ years in hotel, restaurant and foodservice of all types, I can say that it is "not a surprise" that it is not easy to find restaurants with Vintage Port (VP) BTG. The shelf life of VP is short and too many times, the bottles once opened to pour BTG, have lots left sitting on a shelf with only a very short period in which to be sold. Sadly, most restaurateurs will not dump what is left and therefore, it is very easy to come across some pretty rancid stuff sold BTG and I am very wary because of this. Unless I watch a bottle get opened in front of me and then decanted, I will never buy a glass at a restaurant without a tiny taste in advance of my purchase.

For the restaurant to do VP BTG well, they really need to utilize a Cruvinet or similar preservation system. This is costly but well worthwhile, bet even that does not ensure much beyond a few extra days of solid provenance. So I truly do not expect to see more restaurants try to do VP well, BTG. When having consulted for foodservice operations at casinos, restaurants, airports and golf resorts ... I advise them to include Late Bottled Vintage Ports (LBVs) and 10 & 20 year old Tawny Ports on their list. These have much more shelf life and one can usually expect a better experience with these than VPs. Just my 2 cents.

Please keep on posting!

Roy

[Todd Pettinger]

Hello all,

I agree with much of what has been said so far in this thread, although there is one issue so far undiscussed, that sort of touches on many of the points made.

It is this. It is very difficult to find anywhere that will sell you a single glass of VP ! And doubly difficult to find such a place that appeals to young people.

Hi John, and welcome! Great first post... as Roy indicated, very insightful and you are right - it is nearly impossible to get a good BTG pour at a restaurant. I was offered an 85 Warre's for $22US a glass (they were tiny sherry glasses too - MAYBE you'd get 1½ oz, 2 oz i it was filled to the brim!:shock:). When I asked to see the bottle, it was evident that it had been open for a while, had not been decanted (I could still see the sludge in the bottom of the bottle) and had a plasticy faux-cork stoppering it. When I inquired about how long it had been opened, the bartender shrugged and indicated it could have been anywhere between 3 weeks and 3 months ago - but she didn't remember when it HAD been sealed (having worked there for 4 months I took this as a "pass". :?)

You are correct though - while finding great VP BTG is extremely difficult, it is one factor that limits just how many people can/will try VP, particularly in restaurants.

Todd