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Millennials dominate US wine, says study
People aged between 21 and 38 are now the largest wine-drinking cohort in the US, a study from the Wine Market Council has found.
(Photo: Wiki)
Millennials now make up 36% of all US wine drinkers, overtaking ‘Baby Boomer’ 51-69 year-olds at 34% for the first time, the WMC survey found.
Generation X – the group aged between 39 and 50 – have been pushed into third place, at just 18%.
The research also found that the average Millennial drinks 3.1 glasses of wine per session, while Gen-Xers are in a close second at 2.4 glasses. Boomers have only 1.9 glasses per session.
Overall, the US consumed 2.5% more wine in 2015 than it did the year before, and the average consumption per American was around 20 bottles annually, the WMC said.
Millennials take advantage of modern social media systems like Yelp, Sipscore.com and Facebook to learn about good wines. Trial and error is reduced, so they enjoy better wines.
Millennials are the first generation to grow up with the ‘wine is healthy’ message. They also have benefited from the proliferation of chic wine bars and the incredible increase in inexpensive, good quality vino.