Stocking a strong range of white and rosé wines can help drive sales among 18-24-year-olds, as this age group is likely to buy these varieties as a gateway to other wines, Accolade Wines has said.

Its 2018 UK Wine Report named this demographic ‘newbies’, because they are taking an interest in buying wine for the first time. However, despite making up 24% of total wine sales, they contribute the least to off-trade sales.

Andrew Nunney, category, shopper and insights director at Accolade Wines, said retailers must therefore offer a good range of whites and rosés, because they are the varieties most frequently bought by this demographic.

“Young women are driving entry into the wine market and continue to dominate as their interest grows. Overall, 64% of newbies drink white and 64% drink rosé, compared to only 47% drinking red,” he said.

Nilesh Patel, of PJ & VP Patel Convenience Store in Hainault, said women aged 18 to 24 years old buy rosé the most.

“Echo Falls and Jacob’s Creek are two brands every retailer must stock. They sell really well as they have a lower price point,” he said.

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