[caption id=”attachment_95212″ align=”aligncenter” width=”522″](Associated Press)
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Raise a glass to the classiest, stereo-type breaking demographic around!
The burgeoning market force that is the Millennial Generation are over 21 and drinking almost half of all wine in the U.S. — buying more per person and spending more per bottle than their parents and grandparents.
Between the adult ages of 21 and 38, Millennials consumed 159.6 million cases of wine last year. That’s 42 percent of all wine in the U.S.
For years, Millennials have been thwarting the kegs of college-parties past for a “classier option,” more likely to reach for a glass of wine or a mixed drink than a beer.
But, not just any wine will do. More young Millennials are ditching the box of Franzia and paying $20 per bottle or more according to a survey by the Wine Market Council. This percentage of Millennials shelling out the money for their wine is higher than that of vino-loving baby boomers, reported NBC News.
Not only do Millennials want a nicer bottle than their grandparents, but they want it “organic or sustainably produced” according to the same WMC survey.
“It’s not an exaggeration to say the millennial American consumer has the most varied set of tastes of any wine drinker in history,” said Wine Spectator.
Wine Market Council reports that on the younger spectrum of Millennial wine drinkers, the more diverse the region the wine is from the better. California wine was the only region that Baby Boomers were more likely to buy from than the hipster Millennials, who are more likely to show off their bottle from Oregon than the traditional California red.
But are these thirsty Millennials really the connoisseurs they market is portraying them to be, or are they just doing it “for the Insta?” Wine Spectator noted that of Millennials drinking wine, more than 50 percent of them were posting pictures and talking about their drinks on Facebook, Twitter and Instagram.
Pics or not, it doesn’t seem like this market-leading demographic will stop saying “Cheers!” anytime soon.
