NERDGASM @ GW

Within the framework of the London Wine Fair, Wine Intelligence presented a report on Millennials’ (21-45 year old) wine drinking habits in the United States. This way, it outlines the main changing patterns and drinking occasions.

Trends developing:

•Growth of imported wines, at super-premium price points ($10-20) with a distinctive and memorable regional story

•Demand / expectation for a greater diversity of imported wines with interesting stories on on-premise wine lists

•Greater diversity of wine in off-premise at the $10-20 level from domestic regions and states, including those outside the California / Oregon / Washington / New York State establishment

•Greater diversity of wine styles, including the proliferation of drier styles of rosé (as opposed to the dominant “blush” rosé style)

Looking to the future: The 21-45 year old American wine consumer

One of the premises is that Millennials are behaving very differently towards wine than previous generations. A major difference is that younger people spend more per bottle, while over 45s lead in terms of consumption volume.

The building excitement over the drinking and spending habits of America’s 21-35 year old wine drinkers –the Millennials–has been well documented in the media over the past few years.

Given this, we should analyze this generation’s behavior and what they are looking for when buying wine. Consequently, the report divides the wine drinking population into two groups and compares them: the under-45s and the over 45s.