Cahors wines, the famous black wines with a majority of Malbec grape, are the wines of the young and affluent consumers:

- 16% of the volume of Cahors wines purchased in France is bought by 35-year old consumers - the famous GenX - compared to an average of 8% for red AOC wines in general;
- these consumers are mostly located in Southwest, Paris and on the West Coast;
- 24% of AOC Cahors wines are bought by affluent households compared to an average of 18% for other red AOC wines.