Millennials: Wine Consumed Most By This Generation In 2015, Survey Says

Feb 17, 2016, 23:16

The surge is mostly being led by women, who accounted for 57% of wine volume in the U.S. "Highly involved" female wine drinkers, defined as those who consider themselves knowledgable about wine, were mostly young adults "skewing slightly older", and also more ethnically diverse than the typical female wine drinker, the study found.

Millennials drank 159.6 million cases of wine in 2015 (average of two cases per person). Some 17% of millennials are willing to pay over $20 for a bottle, while only 10% of other age groups spend that much. Researchers with the Wine Market Council say 40 percent more millennials drink beer, wine and spirits several times per year when compared to the rest of the adult population.

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The report says 30 percent of Millennials have joined the class of wine drinkers known as "high-frequency" drinkers-those who consume wine several times a week.

Generation X - the group between 39 and 50 years old - consumed 20 percent of all wine in the USA, and averaged 2.4 glasses a sitting, the group's High Frequency Tracking study found.

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In a survey of attitudes about government conducted last fall, just 37% of Millennials said they had "quite a lot of confidence" in the future of the United States, compared with 45% of Gen Xers, 49% of Boomers and 56% of the Silent Generation. Many of these Millennial women, between the ages of 21 and 24, said that sustainability and organic ingredients were important factors when choosing a bottle of wine, proving that making choices that are good for the environment are of great import to a vast number of Millennials. Millennials were less likely than Baby Boomers to buy wine from California, the most popular provenance among wine drinkers, opting instead to buy wine from all over, Wine Spectator noted. "We know millennials are less brand agnostic and like options and variety". Naturally, there are some tech-savvy wine connoisseurs out there who made a decision to pair the two, so of course, there's an app for that. NBC calls it the "Instagram for wine lovers".

Is it true that Millennials love wine?

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