The Wine Market Council found that millennials, defined as the 79 million Americans ages 21 to 38, drank 159.6 million cases of wine in 2015, more than any other generation.
Millennials drank 42% of all wine in the United States last year, more than any other generation, USA Today reported. This finding is based on a new study from industry nonprofit Wine Market Council.
The report found that millennials, defined as the 79 million Americans ages 21 to 38, drank 159.6 million cases of wine in 2015 or an average of two cases per person. Researchers looked at all ages of “high frequency” drinkers, those who drink several times per week, and found that millennials made up 30% of those frequent imbibers. Baby Boomers made up 38% of regular drinkers and Gen Xers made up 20%, Today reported.
High frequency millennials drank 3.1 glasses of wine per sitting, the study found, also more than other generations. And among those frequent drinkers under 30, two-thirds were women. (Among 30-something millennials, it’s half and half.), Today reported
“Wine is winning with women,” the council concluded.
As Millennials age, all of the generation is now 21 or older, and they’re settling into eclectic wines that may cost more. Nielsen data shows the average retail cost of a bottle of wine was $7.81 in 2015. The council’s study found 17% of millennials had shelled out over $20 for a bottle of wine in the past month. Among all age groups, that number was just 10%, Today reported.
Wine preferences for young people were across the board. When asked, millennials reported buying wine from places as varied as Oregon, Chile and Greece in recent months. Millennials were less likely than Baby Boomers to buy wine from California, the most popular provenance among wine drinkers, Today reported.