Which Generation Drinks The Most Wine? (Solved)

Year-over-year, here are McMillan’s preliminary findings: Generation Z (ages 21-23) consumed 2.1 percent of the wine in 2019 and 3 percent in 2020; Millennials (ages 24-39) consumed 18 percent in 2019 and 20.1 percent in 2020; Generation X (ages 40-55) consumed 32.9 percent in 2019 and 34.9 percent in 2020; Boomers (

Which generation consumes the most wine?

  • Not only do millennials lead the pack on wine consumption with a whopping 3.1 glasses of wine in a sitting on average, but they also score higher in another portion of the survey as well.

Which generation consumes the most wine?

Yet in the early 2000’s, members of the Millennial generation turned 21 and began adopting wine in large percentages. This has continued over the past 15 year, until in 2016, the Wine Market Council reported that US Millennials consume more wine (36%) than Baby Boomers (34%).

What age group consumes the most wine?

As of 2020, almost half of all American monthly wine drinkers are over aged 55 and over. The UK has seen a more extreme pattern, with those aged 18-34 falling from 24% to 14% of regular wine drinkers, and over 55s increasing from 37% to 56%. Within their own population cohort, the changes look even more dramatic.

Does Gen Z not like wine?

Generation Z is rejecting alcoholic beverages in favour of clean living alternatives. A study by researchers at San Diego State University and Bryn Mawr College found that Generation Z is growing up slower and more responsible than previous generations.

What demographic drinks wine?

Some 28% of regular wine drinkers aged 21-34 have a high involvement in the category, compared to only 17% of those aged 55 or over. Younger people also spend significantly more than older consumers across the majority of both on and off-premise occasions.

Why do millennials drink so much wine?

Millennials have a great deal of financial, emotional, and political pressure, causing both anxiety and stress. As a result, many individuals in this age group turn to alcohol as a coping mechanism. Millennials are also exhibiting a new drinking behavior that is dissimilar to the older generations.

What wine do millennials drink?

Gallo sells three brands in cans: Apothic, Dark Horse, and Barefoot Spritzers. Among styles, millennials favor Pinot Noir, Moscato, sparking wines, and of course, rosé. But they are shunning Chardonnay, White Zinfandel, and well, pretty much everything else.

Do Millennials buy wine?

Millennials drink wine, but their approach is vastly different than previous generations, who chose bottles based on various publications and their scoring systems.

Do Millennials drink more alcohol?

The results showed that Millennials drink more alcohol – specifically, liquor – than both their parents and grandparents. Millennials also show more of an affinity for wine at an earlier age.

How old is the average wine drinker?

The average age of a monthly wine drinker has risen during the past decade, from 48 to 50, but this is largely to do with the growth of the 65+ cohort (now 27% of monthly wine drinkers, up from 21% in 2009) and a slight decline in participation rates among the 40-50s.

Do Millennials drink more than Gen Z?

Only 84% of Gen Z shoppers are buying alcohol compared to 90% of Millennials, a significant 6-point differential. And while Gen Z also spends less than Millennials on non-alcoholic beverages, the gap between the two consumer groups is greater with alcohol purchases, indicating this is an alcohol-specific trend.

Why do Gen Z drink less?

A particularly salient motivation behind Gen Z’s drinking habits stems from a need to be risk averse from growing up through economic and political turbulence. Ultimately, you are more likely to drink less than you would at a random club where anything goes.

Do Gen Z drink less?

Often called “industry killers” by the mainstream media, Millennials and Gen Zers of legal age are drinking less alcohol than any generation before them. Gen Zers are drinking 20% less per capita​ than Millennials — who drank less than Baby Boomers and Gen Xers — did at the same age.

Who drinks the most wine in Europe?

France had the highest wine-consuming population among European countries, with wine consumption standing at around 24.7 million hectoliters in 2020.

Which Generation Drinks the Most Wine?

Have you ever been curious about which generation consumes the most wine? In the last several years, studies conducted by the Wine Market Council have revealed a significant increase in wine consumption among a certain generation of people. Which generation are we talking about? You might be surprised by the response.

The Wine Market Council Survey Results

The Wine Market Council (WMC) conducts a study of a sample of “high-frequency” users, defined as those who consume wine on a weekly basis. More than 90 percent of all wine drunk in the United States is consumed by a small group of frequent consumers. The findings from 2015 are instructive. The following were the results of a poll of 1,200 high-frequency drinkers, according to their generational breakdown: In the United States, the Baby Boomer generation is no longer in the lead when it comes to wine consumption in 2015.

The poll found that millennials not only consume the most wine per person per sitting (an average of 3.1 glasses per person per sitting), but they also do better in another section of the survey.

Millennials Have More Varied Tastes

In the United States, the Baby Boomer generation is no longer in the lead when it comes to wine drinking. 2015 was a particularly significant year for millennials in this poll, since the final millennial achieved legal drinking age in July of that year, making it the most recent such year. The poll found that millennials not only consume the most wine per person per sitting (an average of 3.1 glasses per person per sitting), but they also do better in another area of the study.

Wine is a Global Adventure for Millennials

In spite of the fact that Millennials are prepared to spend more money for a good bottle, it appears that the winning bottle might come from anyplace. Millennials who consume wine on a regular basis reported purchasing it from one of the following regions in the three-month period prior to the survey:

  • Washington, Oregon, Chile, Argentina, Germany, Portugal, South Africa, Greece, Austria, New York, New Zealand, and Spain are among the states represented.

There were significantly higher sales to millennials at several of the places on this list compared to their Baby Boomer counterparts. California, on the other hand, was shown to be the one state where Baby Boomers were found to be more inclined to purchase from than millennials.

Millennials Like Sparkling Wine

Additionally, Millennials have been demonstrated to like experimenting with different types of wine. According to a Nielsen poll, sparkling wine has increased to account for 9 percent of off-premises wine sales. In reality, Prosecco, along with other similar Italian sparkling wines, has more than quadrupled its share of the global sparkling wine market in recent years. Rosé, a pink summer wine that is particularly popular, is likewise gaining in popularity at an impressive rate. According to the results of the 2015 poll, millennials spent five times as much money on luxury rosé in 2015 as they did in 2011.

Millennials are Changing the Wine Retail Industry

This generation has exhibited such a love for wine that wine retail procedures are evolving in order to satisfy this group. The wine industry has altered in response to millennials’ constant need to be on the go and engaged in technology, as seen by wine subscription programs, apps, and even wine sold in cans. Wine packaging conveys very different meanings to millennials than it did to baby boomers and Generation Xers in the past. In fact, according to retail statistics, millennials aren’t very concerned with how long a bottle of wine has been matured.

A wine social media campaign, for example, may have just as much of an influence on millennials as the style of top did on previous generations of consumers.

As reported by Infiniti Research, the organic wine business has begun to mature and expand.

The Brandsmen are experts in developing Wine Branding Strategies for wineries. Please get in touch with a Brandsmen representative right away if you want website design, digital marketing, or branding services for your vineyard.

Millennials are into wine, but the industry hasn’t figured that out yet

This item has been updated to reflect the latest information. Wine consumption among millennials is on the rise, but you wouldn’t know it from the way the product is being promoted. Wine is still seen as daunting, despite the fact that it is marketed around tasting notes and points rather than any sense of enjoyment. Grape types, growing areas, and industry jargon might be difficult to comprehend. Making wine more approachable means meeting new wine consumers, such as millennials and Generation Z, where they are: on social media platforms like TikTok and Snapchat, as well as mobile applications like Vivino.

  • Vivino, for example, is the most widely used wine app in the world, with more than 47 million users.
  • As opposed to passing judgment on what people consume, the wine business should seek to learn what they enjoy and dislike about the sector as a whole.
  • Millennials, on the whole, consider wine to be a social drink, a connection that should be enjoyed with friends and family.
  • While the beverage business is concerned about the loss of young consumers to hard seltzer, the seltzer firms are doing a far better job of marketing to millennials and Generation Z drinkers than the beverage sector.
  • This is just not true.
  • The natural-wine movement, for example, may have some intriguing lessons to teach us.
  • No one can tell you if what you’re getting in the bottle is good or awful, but the natural wine industry has embraced fashionable labels and creative procedures, and has promoted itself as easygoing and approachable, which has attracted the attention of millennials.
  • “It was when I watched Action Bronson enjoying natural wines in France on YouTube that it all came together,” Leonard explains.

The fact that Action and the lads were out on the streets of Paris, sipping something that was historically reserved for white linen-lined tables on a sidewalk, in shorts and a T-shirt, made me smile.” Leonard received a bottle of 2015 Frank Cornelissen Munjebel for his birthday the following weekend.

  1. Victoria Principato, 24, a research analyst who co-founded the podcastYuptown, formerly worked at Wardman Wines while attending college in New York City.
  2. I was simply a little intimidated by the situation.
  3. I discovered that there is more than one lens through which to see wine.” However, according to a recent survey published in Wine Business Monthly, consumption has grown throughout the epidemic.
  4. That might be one of the major elements in making wine more approachable and relevant to the general public.
  5. We may present pairings that are out of the ordinary, such as champagne with ramen.
  6. Here are some recommendations for a couple of bottles to share and enjoy – while remaining socially distant.
  7. Bubbles, such as those found in this Chardonnay sparkler, help to get the celebration started.
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The percentage of alcohol by volume is 12 percent.

Happy hour and the main course can both be served at the same time.

The alcohol by volume (ABV) is 12.5 percent.


The alcohol by volume (ABV) is 12.1 percent.

Everything about it is enjoyable, accessible, and tasty.

The alcohol by volume (ABV) is 11.5 percent.

This version has been updated to reflect the changes. The wine writer Julia Coney is the creator of the Black Wine Professionals organization and a contributing editor at VinePair. She is also the recipient of the 2020Social Visionary Award from Wine Enthusiast magazine.

75% of millennials say they would spend more money on wine if they could and it’s shaking up the way companies like Walmart sell it

  • As of 2015, millennials made up 42% of the total amount of wine consumed in the United States, and winemakers are responding to their needs. Online sales of wine, beer, and liquor increased significantly in 2017, with wine accounting for 65 percent of all online alcohol purchases. Canned wine is also becoming increasingly popular, partly to millennials’ preference for convenience above quality. Private label products are being introduced into the market by companies such as Walmart. In a similar vein to Trader Joe’s Charles Shaw line, this series of wines will be priced to attract bargain seekers while yet drinking like a $30 or $40 bottle. More articles may be found on the Business Insider homepage.

The following is a transcript of what was spoken in the video. Narrator: I’m a millennial who enjoys wine, and I’m not alone in this regard. Millennials consumed 42 percent of all wine drunk in the United States in 2015. This inspired winemakers to meet with them in their own region – through the internet, of course. In 2017, online sales of beer, liquor, and wine increased by 33% over the previous year. And, from 2016 through January of this year, wine accounted for 65 percent of all online alcohol purchases, completely outpacing sales of beer and spirits combined.

  • From $6.4 million in 2015 to $14.5 million in 2016, canned wine sales grew by 125.2 percent, from $6.4 million.
  • Millennials prefer to drink at home, according to new study from Mintel, since going out is simply too difficult for many of them.
  • It is preferred by in-home drinkers because it is more soothing, less expensive, and more intimate.
  • Despite the fact that we’re consuming more wine by volume, Generation X is nonetheless spending more money on the beverage.
  • We, on the other hand, do not.
  • With a price of $11 per bottle, the discount brand is still more expensive than its competitors.
  • Although Silicon Valley Bank believes that the wine sector is reaching the conclusion of a 20-year expansion cycle, other analysts are less optimistic.
  • By 2026, it is expected that millennials will surpass Generation Xers as the largest fine wine consuming generation.

Gen X holds more potential in alcohol than millennials

Gen Xers purchased 13 percent more wine than any other group over the past two years, and they purchased 6 percent more wine than millennials this year, according to a research conducted by retailer Wine Access. Gen X, who are currently between the ages of 37 and 51, are claimed to have stronger ‘instant purchasing potential’ than their younger counterparts, according to research. “Boomers have always been the driving force behind our business,” says Joe Fisch, CEO of Wine Access. “However, Gen Xers are quickly catching up.” Even though our millennial consumers have experienced tremendous increase in recent years, our sales data indicates that Generation X has the most immediate potential.” Purchase designs that are’sparkling’ When it comes to purchasing alcoholic beverages, millennials in the United States are becoming more conscious of their choices.

  1. For the same question, the national average was 47 percent, according to the survey.
  2. “Packaged still and sparkling waters continue to be important categories for consumers seeking clean, uncomplicated, and healthy hydration,” says Mitsue Konishi, senior innovation analyst at GlobalData.
  3. Sparkling wine consumption increased by 56 percent in the previous decade, according to Wine Access, which corresponds to the purchasing habits of millennials.
  4. In a similar vein, rosé is continuing on the rise, with sales increasing by 48 percent only last year.

In contrast to older generations, millennials are more inclined to make purchases based on their established tastes, whereas Gen Xers are more likely to make purchases in line with industry trends.” Drizly, an online alcohol retailer, said that their site saw the most month-over-month increase in sales of red wines from August to October among millennials, with sales of red wines increasing by around 21 percent.

  1. The contributions of Generation X and Baby Boomers are 19 percent and 14 percent, respectively.
  2. According to Wine Access, millennials are 46 percent more likely than other generations to purchase Champagne, 29 percent more likely to purchase Tempranillo, and 24 percent more likely to purchase Rosé than other generations.
  3. In the same way that millennials seek authenticity and personal encounters when purchasing wine, Gen Xers have greater financial capabilities at their disposal to achieve these goals.
  4. Similar trends are observed across the alcohol industry, according to GlobalData, with major brands profiting on the recent resurgence of interest in flavored malt beverages (FMBs).
  5. Drizly discovered that millennials are the most receptive to trendy alcoholic beverages, accounting for 79.3 percent of their hard seltzer sales in the most recent quarter, followed by Generation X at 13.9 percent and Generation Z at 4.5 percent.
  6. It is probable that the hard seltzer concept will extend beyond these areas,” Konishi said.

In the United States, the influence of hard seltzers will not go ignored by Coca-Cola, the global beverage behemoth.” ​

Millennials Drink More Wine Than Anyone Else

According to a new survey, millenials are wine enthusiasts. Photographs courtesy of Jaen Stock/Westend61/Corbis Millennials – the generation born between 1982 and 2004, depending on who you ask — have been a source of great derision for many reasons. Millennial detractors point to their proclivity for living in their parents’ basements as well as their seeming attachment to their cellphones as justifications for dismissing the generation. You may make fun of Millennials’ habits all you want, but don’t make the mistake of assuming that they don’t value life’s better pleasures.

In a new analysis produced by the Wine Market Council, an industry group of wine-related enterprises, the organization comes to the conclusion that The findings, which will be revealed at the group’s annual conference, reveal Millennials’ surprise fondness for wine and other alcoholic beverages.

  • Millennials were the driving force behind what the research refers to as “high frequency wine consumers,” who consumed a remarkable 159.6 million cases of wine in just one year.
  • Oh, that’s right: the wine business.
  • When it comes to wine, Millennials’ preference for variety is reflected in their selections.
  • One thing is certain: as Millennials continue to swipe right on wine, they are transforming the wine business as a result of their actions.
  • They have also inspired and created everything.
  • That’s one of the many advantages of drinking wine: it frees up one hand for texting.

Study: Millennials drink nearly half of all wine in the U.S.

  • In the words of a recent research, millenials are oenophiles. Images courtesy of Jaen Stock and Westend61 for Corbis. Someone, somewhere has decided to demonize Millennials, the generation born between 1982 and 2004 (depending on who you ask). As grounds for dismissing the millennial generation, those who dislike them point to their proclivity for staying in their parents’ basements as well as their seeming attachment to their cellphones. Millennials’ habits can be mocked, but don’t assume that they don’t appreciate the finer pleasures of life because they are a generation that has grown up with technology. The Millennial generation consumes more wine than any other generation, and they are ready to pay more for a good bottle of wine. A recent analysis published by the Wine Market Council, an industry group of wine-related enterprises, comes to this conclusion. The findings, which will be presented at the group’s annual conference, reveal Millennials’ surprise fondness for wine, according to the researchers. A new study has discovered that the majority of “very committed wine drinkers” are Millennials, who consume 40 percent more alcohol than the general adult population in the form of beer, wine, and spirits combined. In the report’s words, “high frequency wine consumers,” millennials were the driving force behind the industry, with a total of 159.6 million cases of wine consumed in just one year. Over 379 million gallons of wine, but who’s keeping track of the gallons? I see what you mean: the wine business. Millennials are “trading up,” according to Ben O’Donnell of the Wine Spectator, which means they’re spending more money on a bottle of wine as they get older. The need for variety among millennials extends to their wine selections as well. Millennial American consumers have the most diverse collection of tastes of any wine drinker in history, according to O’Donnell, who writes in the New York Times. However, French wine is a close second in popularity to Italian wine (with 72 percent of Millennials having purchased a bottle of Italian vino in the previous year) (69 percent surveyed purchased a bottle of French wine in the last year). Whatever the case, one thing is certain: as Millennials continue to swipe right on wine, they are altering the way the business operates and functions. Everything from maps that assist track where grapes are cultivated to wine in cans has been inspired and created by millennials. They are not just wine consumers, but they are also wine influencers in their twenties to thirties. Wine has a unique advantage in that it allows you to text with one hand. USA Today provides the following source: Consumption of alcoholic beverages and consumption of food Videos endorsed by WineRecommended.

In Its Quest For Millennials, Has The Wine Industry Ignored Generation X?

There has been a lot of coverage recently regarding the fact that, despite the best efforts of the wine business, millennials are drinking more spirits and beer and less wine than previous generations. Much of what we are reading is about the baby boomer generation “aging out” of wine shopping, either by consuming less wine owing to medical concerns or just by getting older in general, or by drinking their way through their wine cellars rather than buying more wine in the future. In opinion pieces, the wine business is scolded for failing to catch the attention of millennials and is given suggestions on how to regain their affection.

  1. The first headwind is described as follows: “Baby boomers, who control 70% of discretionary spending in the United States and half of the country’s net worth, are transitioning into retirement and dropping in both their numbers and per capita expenditure.” It is followed by Headwind No.
  2. According to the first tailwind, “With a strong 2018 US economy, Generation X and baby boomers are displaying spending resilience and continuing to increase their purchases of wine beyond the $9 bottle price.
  3. This final trend, which is attributed to millennials’ shifting preference away from wine and toward liquor, may prove detrimental to the spirits business.
  4. “These impressive results demonstrate that adult consumers continue to choose spirits over beer and wine, particularly among millennials,” said Chris Swonger, President and CEO of the Distilled Spirits Council.
  5. The wine business may see its market share decline even further if this generation begins to follow the example set by their younger friends or, in some circumstances, their own adult millennial offspring.
  6. Keeping this in mind, we reached out to wine industry thought leaders, including those who work in consulting, brand development, public relations, and marketing, to find out what marketing initiatives are being undertaken by the wine industry to acquire and keep Generation X.
  7. This means that, contrary to predictions by doomsayers that the wine business as we know it would come to an end if growers and importers do not modify their methods, more is being done by industry leaders to better understand their customers than is generally recognized.
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Marcy Whitman, senior vice president for marketing and brand development at Palm Bay International, a wine importer located in New York, and Kate McManus, vice president of marketing for Delicato Family Wines, a wine producer based in California, are the first two guests on the program.

Marcy Whitman (Marcy Whitman): Millennials are now on average 30 years old, which, in our opinion, means that their life cycle is becoming more similar to that of younger Gen X; they are more established in their careers, married or partnered, and have children in the picture.

Digital marketing, which is always growing, allows firms to laser focus on extremely narrow target customers, however today we define our target consumers more by their behavior and purchasing patterns rather than purely by their chronological age.

MW: We believe that Generation X represents a significant potential for established companies such as the Cavit Collection.

In the wine market, where the variety of options available to customers at retail can be overwhelming, it is critical to remain relevant and at the forefront of consumers’ minds.

As part of our marketing strategy, we employ social media, notably Instagram and Facebook, as well as influencers, to reach a broad range of customers, including Millennials and Generation X.

For example, the Cavit Pinot Grigio doughnut on National Pinot Grigio Day, which we announced to be celebrated on May 17th, is a must-have.

Advertorials and editorial coverage in wine or lifestyle journals, organic social media, sponsored social media or influencer marketing, wine festivals, in-store tastings and tasting room experiences, and consumer dinners are all examples of marketing strategies to consider.

Advertisementorials rather than advertisements, editorial coverage, and, honestly, everything of the foregoing, with the exception of consumer dinners, which would be the kind of event we would use for more vintage-specific, terroir-driven businesses.

All of our digital assets are responsive, meaning they operate on a variety of platforms ranging from computers to iPads to smartphones and everything in between.

Kate McManus (Kate McManus): Delicato begins by examining a variety of data sources, such as Nielsen, Facebook, Google Analytics, Gartner Iconoculture, and others, before making any conclusions.

Following the gathering of this information, we may develop marketing strategies to reach them by focusing on the media they consume and the methods in which they consume it.

On the other hand, millennials are less brand loyal than previous generations, which means that companies must work more to acquire their support.

Millennials, on the other hand, have limited financial resources and are turning to expensive spirits, artisan brews, and cannabis as substitutes.

WWG: Can you tell us about a specific brand or campaign in your portfolio that has been effective in marketing to Generation X?

Bota Box is popular with millennials and Generation X, and sales increased by one million cases last year.

WWG: Which medium, in your opinion, will best attract the attention of Generation X?

We research their lives and shopping patterns in order to target them on the platforms where they spend the most time online.

One of the methods through which we capture Generation X is through social media.

Alexander Brown) is roughly 800 thousand people, with more than half (54 percent) of our audience between the ages of 35 and 54 years old.

Some of our most valuable insights have come from actively listening to and engaging with members of our community.

In this audience, 64% are between the ages of 25 and 54, with an average age of 48.

Our Nielsen investigation revealed the following findings, which we confirmed: Over the course of the previous six years, Generation X has been credited with the most significant growth in dollars spent on wine.

have a similar percentage of on-premise sales overall, however Gen X tends to be more interested in pubs and restaurants, and millennials tend to be more interested in experiential venues such as sporting events, music festivals, and wine tasting rooms.

Focus groups and other studies have revealed that Gen Xers are most interested in the following types of media: college sports, travel, finance, home and family, food, lifestyle, and weather.

These individuals are data-driven, and they rely on Alexa, apps, and news feeds to curate their information quickly and effortlessly, allowing them to stay on top of trends and news while still juggling their hectic schedules.

Travel and experiences such as food and wine, sports, and healthful retreats are among Gen Xers’ favorite pastimes, and they now have the financial means to do so more frequently.

Alcoholic Beverage Category Trends

The Gallup poll found that 65 percent of individuals in the United States aged 18 and over had “occasion to consume alcoholic drinks such as liquor, wine, or beer” in 2019. Since the beginning of data collection in 1939, this ratio has fluctuated between 56 and 71 percent. A week’s worth of alcoholic beverages was drank on average at a rate of 4.0, which is slightly lower than the rate reported by Gallup from 2002 to 2010 (4.6 drinks per week), but significantly higher than the rate recorded from 1996 to 2001.

Other 2018 data, according to the National Center for Health Statistics, indicates that, with 34 percent of consumers reporting that they did not drink in the previous year, others were classified as follows: light weekly drinkers (three or fewer drinks per week), 46 percent moderate weekly drinkers (four to seven drinks per week for women and four to 14 drinks per week for men), 16 percent, and heavy weekly drinkers (more than seven and 14 drinks per week for women and men, respectively).

Other 2018 data, according to the National Center for Health Statistics, According to data provided by the Wine Market Council, which was taken in June 2019 from persons aged 21 and older, 75% of participants consumed alcohol, even if their intake was “infrequent” and “less than every 2-3 months.” Only 18 percent of iGen (also known as Generation Z, born between 1997 and 2012) participants did not use alcohol, which is a smaller percentage than Baby Boomer participants (31 percent, born between 1946 and 1964) or those from the Silent Generation (25 percent, born between 1946 and 1964).

(37 percent , born between 1928 and 1945).

In fact, consumption frequency increased for all generations between 2019 and August 2020: Gen Z (born between 1981 and 1996) saw a 25 percent increase, Millennials (born between 1981 and 1996) saw a 28 percent increase, Baby Boomers saw a 29 percent increase, and older consumers saw a 4 percent increase.

What alcoholic beverages are consumers drinking?

Those who used alcohol, according to the Silicon Valley Bank’s 2020 State of the Wine Industry study, based on data from the Nielsen Homescan Panel (for the 52-week period ending June 29, 2019), were as follows:

  • Among panelists, beer (including flavored malt beverages and ciders) accounted for 72 percent of consumption
  • Wine accounted for 68 percent
  • And liquor accounted for 48 percent.

When participants were divided into groups based on the beverages they consumed, the results revealed:

  • Drinking just beer was the norm for 18 percent of those surveyed, while drinking exclusively wine was the norm for 15 percent and spirits were the norm for 6 percent.
  • Beer and wine were consumed by 19 percent, beer and spirits by 8 percent, and wine and spirits by 7 percent.

In 2017, Nielsen collected information from Younger Millennials (those between the ages of 21 and 29 in 2017) and Older Millennials (those between the ages of 30 and 39) about the alcoholic beverages they choose “most commonly.” The data was presented at the index level, and it was discovered that the indices for beer, cider, and spirits were larger than 100 for both cohorts, whilst the index for wine was less than 100.

The index for cider for Younger Millennials was 208, indicating that this group of survey participants was 108 percent “more likely than adults 21+” to choose the beverage out of the group.

Cider was ranked lower on the index among Older Millennials, with 145 points. The index for beer consumption among older Millennials was higher (125 points) than the index for younger Millennials (116 points).

The beer category

While the percentage of consumers who said they drank beer is larger than the percentage of consumers who said they drank wine or spirits, the beer category contains data on hard ciders, hard seltzers, and other goods indicated in the table below. According to data revealed at the end of 2020, certain beer subcategories received much more consumer attention than others. Select alcoholic drinks in the beer category experienced a percent rise in dollar sales off-premises over the 52-week period ending December 27, 2020.

  • While the percentage of consumers who said they drank beer is larger than the percentage of consumers who said they drank wine or spirits, the beer category contains data on hard ciders, hard seltzers, and other goods described in the following section. According to data released at the end of 2020, certain beer subcategories received much more consumer attention than others throughout the previous year. For the 52-week period ending December 27, 2020, the percentage growth in off-premise dollar sales for select alcoholic drinks in the beer category was:

Hard seltzers

“It is predicted to increase at a compound annual growth rate (CAGR) of 16.2 percent from 2020 to 2027, with the worldwide hard seltzer market size estimated at USD 4.4 billion in 2019. The growing demand for gluten-free beverages with low alcohol by volume (ABV) in developed countries such as the United States, Australia, and South Korea has generated a significant potential for the beverage industry.” As Brian Sudano, managing partner for New York-based Beverage Marketing Corporation (BMC), was quoted in a BevIndustry.com article, one of the reasons for the rapid growth of hard seltzers is that they are “focused on lower calories and carbs, making them a more healthful substitute” for more caloric beverages such as beer and wine.

Another reason they are popular, according to some sources, is that they are “packed in cans,” are portable, and are 100% recyclable.

The first national USDA certified organic hard seltzer was launched by Michelob in early 2021.

While these beverages are sometimes associated with “younger” users, customers between the ages of 35 and 54, older Millennials, and younger Generation X account for half of the category’s growth.

The Sprits Category

According to data collected for the 52-week period ending November 29, 2020, off-premise dollar sales for spirits had double-digit off-premise dollar sales increase, totaling 28.7 percent, with statistics for specific spirits showing the following:

  • Prepared cocktails accounted for 45.6 percent of total sales, followed by tequila (25.1 percent), non-alcoholic mixes (15.3 percent), whisky (15.2%), cordials (13.4 percent), gin (12.7 percent), brandy/cognac (10.6%), vodka (9.7%), rum (7.6%), and other spirits (including liqueurs).


What are the most popular drinks in the United States? These are, in descending order of importance: Additionally, examine the features that Beverage Daily revealed in their forecasts for trends for “2020 and Beyond,” which focused on tastes, colors, and textures (Newhart, 2020). These characteristics include the following: Flavors

  • Among the botanicals (basil, cilantro, lavender, sorrel, and orange peel)
  • Citrus fruits (grapefruit, tangerine, blood orange, Meyer lemon, yuzu)
  • White ginger
  • And exotic fruits (dragon fruit, coconut, and prickly pear):

Colors and textures that pop

  • Boba, nitrogen infusions, whipped components, and basil seeds are among the ingredients.

Hard Coffee

In addition, sales of hard coffee surged by more than 11,000 percent during the 52-week period ending July 18, 2020, according to the National Coffee Association. Drinking strong coffee correlates with customer desire in a beverage that is “better for you,” as seen by the fact that 70 percent of consumers drink it, which “outpaces” use of other nonalcoholic liquids such as water, tea, and soda.

Rather of settling for what they’re acquainted with, consumers are looking for something “new and different,” such as “lower in calories, sugars, and carbohydrates” items.

The wine category

The information in the following sections comes from two Wine Market Council papers targeted at people over the age of 21 who consume wine. The first percentage comes from a poll done in June 2019, while the percentages in parentheses come from a research conducted in June/July 2017. In both 2017 and 2019, 35% of wine users were “high frequency” drinkers, meaning they consumed wine on a weekly basis or more:

  • 9.2 percent drank wine on a daily basis (compared to 9 percent in 2017)
  • “More than once a week, but not every day” (26 percent) drank wine, according to 25.8 percent of those polled
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65 percent of those who drank were “occasional” drinkers, meaning they drank the beverage on a less frequent basis:

  • A total of 17.6 percent consumed wine once a week (19 percent)
  • 25.2 percent drank wine 2 to 3 times a month (22 percent)
  • 10.9 percent drank wine once a month (13 percent)
  • And 25.2 percent drank wine once a month (22 percent). 11.3 percent drank wine only every 2 to 3 months (11 percent)
  • 11.3 percent drank wine only every 2 to 3 months (11 percent)

Only 19.6 percent of those polled drank wine once a week. 25.2 percent drank wine 2 to 3 times a month (22 percent); 10.9 percent drank wine once a month (13 percent); and 25.2 percent drank wine once a month (22 percent). 11.3% consumed wine only every 2 to 3 months (11 percent); 11.3% consumed wine every 3 months (11 percent); 11.3% consumed wine every 6 months (11 percent);

  • It has climbed from 16.6 percent of those surveyed in 2017 to 20.3 percent in 2020, indicating that Millennials are increasingly interested in wine. The consumption of wine by Generation Z increased from 0 percent in 2017 to 2.9 percent in 2020, despite the fact that they were not of legal drinking age at the time. Generation X consumption has stayed relatively consistent, with a percent shift from 33.5 percent in 2017 to 34.8 percent in 2020
  • Nevertheless, the consumption of Generation Y has increased. The consumption of Baby Boomers and elder generations fell throughout this time period, as may be predicted.

According to Wine Intelligence, at COVID-19, customers of all ages and generations said that their wine consumption had grown throughout the event. However, despite the fact that the rise in consumption among Baby Boomers and older consumers was just 4 percent, this group accounts for 37 percent of regular wine drinkers, defined as those who consume wine at least once per month. Other generations’ data are as follows:

  • A total of 24 percent of frequent wine users belonged to Generation X, with 29 percent reporting that their consumption had grown. Millennials accounted for 31% of the population, representing a 28% rise over the previous year. Gen Z accounted for 8% of the population, representing a 25% rise over the previous generation.

Wine types and styles

With consumption “at 46.7 percent, slightly overtaking white wine at 45.5 percent and pink wines at 5 percent,” according to Nielsen data for the 52-week period ending November 29, 2020, “red wine is the No. 1 beverage in the world.” On the other hand, there is always a curiosity in how consumption changes between different generations. According to a Mintel research issued in 2019, of the survey participants, aged 22 and older, who had consumed wine within three months of the study, the following percentage:

  • Red wine was consumed by 58 percent of Millennials, while white wine was consumed by 59 percent. Red and white wine were consumed by similar proportions of Generation X participants, with 57 percent of participants consuming both types of wine. Red wine consumption was somewhat higher among Baby Boomers and WWII/Swing/Silent generations, at 62 and 63 percent, respectively. In terms of white wine consumption, 54 percent of Baby Boomers and 53 percent of the more mature generations had consumed white wine during the preceding three-month period, respectively.

The State of the United States Wine Industry 2021 study published by Silicon Valley Bank revealed market share and growth rates for individual wines based on varietal and category. When comparing the year 2020 to the previous year, the following industries achieved favorable growth rates:

  • Sangria, 5.6 percent
  • Specialty wines (e.g., agave-based wines)
  • Sauvignon blanc, 9.5 percent
  • Prosecco, 7.3 percent
  • Red blends, 3.9 percent
  • Cabernet sauvignon, 1.6 percent
  • Pinot grigio, 0.6 percent
  • And other beverages

When compared to the previous year, the following industries saw negative growth rates in 2020:

  • The following grape varieties received a negative percentage: Merlot (-9.7 percent), White Zinfandel (-7.6 percent), White blends (-5.8 percent), Chardonnay (-2.7 percent), Sparkling – other (-1.4 percent), Rosé (-0.3 percent), Pinot noir (-0.2 percent), White Moscato (-0.2 percent), and Chardonnay (-2.7 percent).

The data supplied by Mintel (2019) indicates that Millennials were more likely than Baby Boomers to report that they drank rosé (36 percent) and champagne/sparkling wine (37 percent) (28 and 15, respectively). As reported by the source, Millennials enjoyed wine cocktails at a higher rate than Baby Boomers, who consumed them at a lower rate. If you’re thinking about wine cocktails, you might think of mimosas and sangrias, but there are many more drinks that can be created using wine as a primary ingredient.

The keyword “wine cocktail recipes” may be searched for on the Internet or on social media sites such as Pinterest, and a plethora of options will come up.

After launching in 2014 and experiencing remarkable success over the next few years, Lolea has developed a number of cocktail mixes that include their product as the foundation ingredient:

  • Lolea Julep
  • Lolea Iced tea
  • Loalea passion “a citrus cocktail with the fruitiness of passion fruit and sweet tones of vanilla, Lolea no. 2, passion fruit pulp, vodka, and vanilla syrup”
  • Lolea passion “a citrus cocktail with the fruitiness of passion fruit and sweet tones of vanilla, Lolea no. 2, passion fruit pulp, vodka, and vanilla syrup”
  • Lolea passion “a citrus cocktail with the fruitiness of passion fruit and sweet tones of

And, although much of the previous branding for rosé has been focused on the female Millennial, UFC champion Conor McGregor created his own Champ Champ Rosé in early 2019. Here’s an extract from the article you might find interesting: “I am really happy and delighted to be the first to bring Champ Champ Rosé to the globe,” McGregor remarked. “People who know me know that I am a true whiskey man through and through, but they also know that I appreciate a good glass of rosé wine on a hot summer’s day,” says the author.

Additional resource

Mintel, et al., 2019. Wine-related events in the United States in November 2019.

Millennials and Gen Z Could Save the Wine Industry

Many businesses and organizations have been deemed “dead” by millennials in the recent decade, according to some estimates. A writer for the New York Post accused them of unseating the Manhattan power lunch, the Philadelphia Inquirer said they were responsible for the extinction of mayonnaise, and Toys “R” Us blamed dwindling sales at their stores on a lack of children in a 2017 study. Millennials have carried the weight of the economy on their shoulders, whether it be in diamonds or real estate.

  • When they get together as a group, they’re frequently devoted to environmental sustainability and social change, and they’re prepared to financially support businesses that share their values.
  • Wine professionals must acknowledge that change is necessary if they are to survive.
  • Tradition can be deeply ingrained without becoming oppressive or oppressive in its own right.
  • Gretchen Dunn captured this image.

According to Justin Noland, vice president of GoldLine Brands, the company is “reckoning with beliefs.” As he puts it, “the wine business continues to seem out of touch with and unresponsive to their customers.” “Millennials and Generation Z want to know what a firm stands for and what it stands for.

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There is no longer any justification for saying, ‘We are a company, we have no opinion,'” says the author.

The millennial generation, despite having reached adulthood amid recessions, has $1.4 trillion in purchasing power, according to a 2020 estimate by the New York public relations firm 5WPR.

Gen Z is also quite valuable.

Despite the fact that the oldest member of Generation Z is roughly 24 years old, the group already has more than $140 billion in spending power, a figure that is only expected to expand in the future.

According to Johnston, the wine industry is steeped in tradition and a ‘this is how it’s always been done’ attitude toward doing business.

It is critical for a firm to communicate the “why” and “how” of its brand.

When you see these panels at every conference discussing the millennial wine market, but there isn’t one panelist who is actually a millennial, it’s discouraging.” Raft Wines’ winemaker, Jennifer Reichardt, discusses her work.

These generations have already influenced the wine business.

I would want to see more wineries appeal to a younger, more varied population,” Jenna Fischer, a young professional who was born and raised in Sonoma County, said in a recent interview.

While past generations loved the formality of wine scores and noble grapes, younger audiences are enthusiastic about cofermentation processes, lesser-known wine areas and types, and brands that are aligned with their own beliefs and preferences.

“Was everyone given a fair and equitable salary for their efforts?” Younger generations are likewise interested in how alcohol affects their physical and psychological well-being.

“We would like to see environmentally friendly actions that benefit the environment.” The product must have a narrative to tell, something that makes us feel connected to it.” We want to believe that the brands on which we spend our money are representative of our ideals.

Jenn Reichardt, a millennial and winemaker at Raft Wines, says it’s irritating to watch panels at conferences talking about the millennial wine market without one of her peers on the panel.

Founder/principal of Martin Reyes Wine Group and creator of Wine Unify Foundation, Martin Reyes sees these generations’ attitudes toward wine as part of a larger shift in attitudes about wine that has been taking place in the United States for a long time.

“Accountability will be the determining factor.” These generations are becoming increasingly aware about food and beverage culture, according to the research.

They’re also open to innovative approaches to wine, such as those found in cocktails and cans of beer.

“Both generations are more open to experimentation with wine,” Trabue says.

Some believe that reconsidering employment methods, such as opening the door from the vineyard to the winery and encouraging staff who pick grapes to become tasting room hosts, would be beneficial.

It will need to place a strong emphasis on gender-neutral marketing, storytelling, and creating a large amount of real YouTube video.

“This is an essential requirement for any vineyard that want to continue to exist in ten years’ time.” Teneral Cellars distributes a portion of its earnings to organizations that promote social and environmental justice.

Some businesses strive to be one step ahead of the competition.

Teneral Cellars, a female-owned and -operated wine company based in El Dorado County, California, is committed to increasing diversity in the wine-making sector.

As Noland puts it, “I like a corporation that isn’t scared to take a statement on a controversial issue.” Even if Millennials and Generation Z aren’t going anywhere, where they spend their money and devote their attention will be determined by those who know how to reach them effectively.

“It’s really not that difficult.”

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