The Wine Business Sees a Problem: Millennials Aren’t Drinking Enough
The New York Times
As baby boomers retire and buy less wine, producers need new ways to tempt a White Claw generation back from other alcoholic drinks, according to a new report.
The American wine industry believes it has a problem: millennials.
More specifically, it’s the fact that aging baby boomers — currently the prime market for wine — are nearing retirement age, the time of life when consumerism typically declines.
Millennials, the generation that began to come of age after the turn of the century, have given no indication that they are poised to step in. They buy much less wine than boomers, and the wine industry has not done enough to entice them to become regular consumers.
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