The fact the world of wine is not having a truly happy time concerning consumptions, it certainly is not anything new. It is in times of crisis and recession the need of finding new solutions and ways, in order to limit the economic loss because of a lesser interest - or better to say - a lesser possibility of spending money, are mainly looked for. Despite wine is a heritage of high culture and tradition, the ones involved in its production must necessarily consider the profit they can get from their job, even when it is done with true passion. For this reason have been adopted new alternative solutions, new ways to promote and sell their products, occasions aimed to the stimulation of the interest in consumers. These are times in which efforts are mainly required for the improvement of product's image - and as far as wine is concerned, this is done on its hedonistic aspect - for its promotion and spreading, while trying to conquer new customers.

 In the past few years, the world of wine seemed to particularly concentrate its efforts on young people, by doing a right and responsible campaign on moderate consumption - and the pleasure of wine is always associated to moderation - with the evident hope to increase profits. After all, having responsible and intelligent consumers is also the primary interest of producers: an irresponsible consumer does not favor quality but quantity only, and, very likely, because of the severe damages for his or her health, sooner or later, he or she will be forced to stop the consumption of wine, even occasionally. More attentive, responsible, conscious and intelligent consumers ensure a more prosperous and lasting life to quality wine, therefore a better profit. And the category of consumers which is best suited to this type of investment are young people, in particular in case the promotional message is also made of winning factors associated to fashion and modernity.

 Fashion, modernity and spreading of the culture of moderate consumption, are not enough to fully convince young people to get into quality wine. This is not because young people are not interested in wine and in its world: the main cause - we think - is represented by the high price. In periods characterized by overall negative economic conditions - which certainly make difficult also the condition of adult people which usually have a “stable” professional and economic life - difficulties are mainly suffered by young people, which typically have a precarious job, therefore having a pretty limited possibility in spending money. Whoever is having a precarious economic condition, necessarily do choices drastically determined by life priorities. Despite this can be seen as an obvious assertion, this is however a condition which strongly determines the trend of marketing, wine included. As far as we are concerned, young people are very interested in the quality of wine, they can appreciate it and look for it passionately. There are many responsible and attentive consumers among young people, of course there are also some who are irresponsible and inattentive, after all, the same can be said for adult consumers as well.

 Even young people like good and quality wine: whenever they could - just like anyone else, of course - they would frequently buy quality wine and they would drink it with pleasure. It is too obvious saying everyone likes the good and is not disposed to accept compromises in order to have it. Everyone prefers the good to the bad, provided one can afford it. Young people get informed about the world of wine, they are interested in new products and - as far as we are concerned according to the letters we receive - they are attentive to what they read in wine magazines. Whether young people is getting more and more into the world of wine is absolutely evident, whether they are attentive to the price with which they have to confront themselves every time the decide to buy a bottle of wine, it is even more evident. A commercial strategy which seems to be successful with young people is wine served at the glass: with a relatively small amount of money, it is possible to appreciate a wine which would be too expensive in case a whole bottle would be bought.

 Making quality wine is expensive. We believe this is something everyone knows and something in which we all agree. The production of quality wine requires pretty high economic investments and the adoption of practices and technologies which are expensive as well. High costs required for the production of a quality wine must return by means of selling, from that it is expected - of course - a profit as well. However - like we said so many times in the pages of our publication - it should be done a distinction between the right profit and speculation. Perhaps it is the consciousness that wine is characterized by an evident speculation to keep young people away from buying expensive wines, not only the limited possibilities of spending money. After all, the market offers a wide selection of wines and, among the many bottles available, many of them are sold at a “reasonable” price, capable of offering a good quality as well and, in particular, an excellent good value wine.

 There is no doubt young people like good wine and quality wine, however - just like everyone else, no matter the age - are forced to see what they have in their pockets while trying to get the best benefit out from their possibilities. It is also known wine is not having a happy time and many wineries have the problem of unsold bottles which, more likely, will be shipped to distilleries. Whether it is necessary to have young people aware - the only thing which can ensure a future to any society - is true as well. In case we are successful to have young people aware of a responsible and conscious consumption of wine - however and always with moderation - as well as the capacity of offering wines sold at a reasonable price and suited to this type of consumers, we will be then successful in creating a profitable future for the world of wine. A future which can begin today, a future that many producers have understood already by offering good quality wines sold at reasonable prices. No one is stupid in this world and whoever is capable of recognizing what it is good, as well as recognizing to it a right value, young people included. Let's open a way for the future of young people and quality wine, sold at a reasonable price, hopefully.

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