John Gillespie, president of the Wine Market Council, said the spike suggests wine has found a new target demographic.
Advertisement
Millennials drank 159.6 million cases of wine in 2015 (average of two cases per person).
Millennials love their wine so much so, in fact, that according to a recent survey by the Wine Market Council, they drink more of the beverage than any other age group in the entire country.
Millennials accounted for 30 percent of high-frequency drinkers researchers spoke with.
Not surprising, they also are eager to share their wine experiences in social media – notably on Facebook, where more than 50 percent of them talk about it.
Presenting its findings at a conference on 25 January, the WCM reported a surge in “high frequency wine drinkers” – those who consume wine several times a week – over the past 15 years.
According to the study, 40 percent more millennials drink beer, wine and spirits at least several times a year than the overall adult population.
Millennials love their wine.
And the Silent Generation -70-years-old plus-accounted for 8 percent of the wine consumed, the group added.
Millennials-hip as ever-were less likely than Baby Boomers to buy wine from California, the most popular provenance among wine drinkers, Wine Spectator noted.
“We are definitely seeing fast growth for other regions”.
When it comes to wine, we know that Millennials like variety.
Advertisement
Looking at women’s wine preferences, the survey found that 38% of females felt that organic or sustainably-certified products were important factors when purchasing wine, compared to 32% of males. What’s “that” you ask? The study concludes that this might be because wine is more accessible than ever – it’s even available in movie theaters, auto washes and book stores – and that new technology such as wine apps and minibar delivery services have helped with the boost. If you’re in the mood for a nice bottle of red, but can’t be bothered to get out of your Grumpy Cat PJs, not to worry: download Drizly, and someone will bring your favorite liquor store fare right to your front door. So download away, but do not forget to drink responsibly.
