Millennials Prefer Imported Wine To Domestic

  • February 21, 2007
Market research commissioned by the Wine Market Council shows that consumers ages 21 to 30 are more likely to buy imported wine than U.S. wines--an ominous development for domestic producers in a hyper-competitive industry.

"The millennials grew up with the assumption they could access just about anything at any price from anywhere, and the only question was what suits their personal needs and choices as consumers," said Wine Market Council President John Gillespie.

The study found that two-thirds of wine consumed by those ages 43 to 61--the Baby Boom generation--was domestic. The figure dropped to 57% for Generation X, those ages 31 to 42. For the millennial generation, domestic wine consumption plunged to 37%.

Twelve percent of both Baby Boomer and Gen X wine drinkers bought imports, compared with 32% for the millennial generation. Twenty percent of Boomers drank both imports and domestic wine equally, while 31% of both millennial and Generation X purchasers did so, according to the 2006 U.S. Wine Consumer Study.



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