Consumer Trends

Gen Y Is Becoming Gen Wine

Generation Y—a.k.a.the Millennials— is discovering that wine is their beverage of choice for many occasions. Long seen as an accompaniment to dinner, young drinkers are increasingly sipping wine at everyday activities—from baseball games to concerts and beach outings—motivating brands to re-evaluate how they market their products.

  • For the past decade, the Millennial Generation (Americans born between the late 1970s and mid 1990s) has been credited with driving wine consumption growth in the U.S.
  • 60% of Americans drink wine without meals, according to a study conducted by Wine Opinions
  • Beer is now seeing competition from wine as Major League ballparks go upscale, offering more high-end prepared foods and beverages
  • New wine-drinking venues have spawned new wine packaging. Single-serve plastic wine bottles are one popular example


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