Millennials Responsible for Over 40% of U.S. Wine Sales

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Courtesy Finemanpr.com

Courtesy Finemanpr.com

Thursday February 18 has been christened #NationalDrinkWineDay, which may just mean more to Millennials than it does to other generations.

According to a recent report from the Wine Market Council, the Millennial generation (defined by the council as anyone between 21 and 38 years old, a slightly larger grouping than the Census Bureau’s definition of those between 22 and 34) purchased 160 million cases of wine last year which equates to 42% of all U.S. wine sales. For comparison sake, Baby Boomers were responsible for 38% of wine sales, and Generation X only 20%.

Wine Market Council president John Gillespie said the results are a “culmination” of trends in wine drinking that have been growing for years. He added that “Millennials are of growing importance” to the wine industry as time goes on. 

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In fact, the surge in younger legal wine drinkers has led to an uptick in overall wine consumption, as the number of eligible drinkers who partake in wine multiple times a week has nearly doubled from approximately 7.5% in 2000 to 13% currently.

Millennial wine drinkers aren’t only changing the overall amount of wine consumed, but the type as well. Members of the generation, especially those on the older side of the 21-38 spectrum, are more willing to spend on wine than their counterparts, with 17% of Millennials willing to spend $20 and up on a bottle of wine, compared to just 10% of other age groups.

So if you’re a Millennial celebrating #NationalDrinkWineDay, raise a toast to yourself and your generation for changing the entire wine industry .

And if you were curious, Twitter had a field day with #NationalDrinkWineDay.

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