Here come the millennials
April, 2016 Filed in: Tasting wine
Marketers always like to pigeon hole folks and characterize people based on when they were born. A couple quick terms; Baby Boomers are those born from 1946 – 1964, Gen- X generation born from 1965-1984, Millenials are those born from 1984-2004.
Well some surprising numbers are starting to show up in the United States, and likely the trend is similar on Canada. Millennials are now the largest wine consumers! While comprising 36% of the population they consume 42% of the wine. Gen-X’ers represent 18% of the population and 20% of the wine is consumer by them. Us old boomers, represent 34% of the population and quaff 30% of the wine consumed. The Millennials are taking over! Perhaps one of the reasons Millennials are the largest wine drinkers is that they tend to drink more glasses of wine at a sitting. They drink on average of 3.1 glasses of wine per sitting, Gen-X drinks 2.4 glasses, and us reserved boomers drink 1.9 glasses per sitting.
What do Millennials prefer to drink? They tend to chose Malbec, Moscato, Pinot Noir and Sauvignon Blanc. Also in this report from the Wine Market Council and reported in the Wine Spectator magazine, it was found that women consume 57% of the wine drunk in the United States. So perhaps this explains all the fancy wine names and merchandizing that the wine manufacturer marketers target this important demographic.
Well some surprising numbers are starting to show up in the United States, and likely the trend is similar on Canada. Millennials are now the largest wine consumers! While comprising 36% of the population they consume 42% of the wine. Gen-X’ers represent 18% of the population and 20% of the wine is consumer by them. Us old boomers, represent 34% of the population and quaff 30% of the wine consumed. The Millennials are taking over! Perhaps one of the reasons Millennials are the largest wine drinkers is that they tend to drink more glasses of wine at a sitting. They drink on average of 3.1 glasses of wine per sitting, Gen-X drinks 2.4 glasses, and us reserved boomers drink 1.9 glasses per sitting.
What do Millennials prefer to drink? They tend to chose Malbec, Moscato, Pinot Noir and Sauvignon Blanc. Also in this report from the Wine Market Council and reported in the Wine Spectator magazine, it was found that women consume 57% of the wine drunk in the United States. So perhaps this explains all the fancy wine names and merchandizing that the wine manufacturer marketers target this important demographic.