Friday, January 29, 2016

Top wine-drinking group in U.S. aged 21-38

People aged between 21 and 38 now constitute the largest wine-drinking cohort in the U.S., according to a study released today by the Wine Market Council (WMC).

Millennials now make up 36% of all U.S. wine drinkers, for the first time overtaking Baby Boomers (ages 51 to 69)  who now are 34% of the market, the WMC survey found. Generation X (ages 39 to 50) have dropped into third place at just 18%, leaving the remainder of legal-age wine drinkers at just 12%.

The research also found the average Millennial drinks 3.1 glasses of wine per session, Gen-Xers 2.4 glasses, and Boomers 1.9 glasses per session. The WMC also said that overall, U.S. buyers consumed 2.5% more wine in 2015 than they did in 2014, and the average per-person consumption was about 20 bottles annually.

The Wine Market Council is a non-profit association of grape growers, wine producers, importers, wholesalers, and other affiliated businesses and organizations.

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