Wine Market Council report rise in high frequency wine drinkers in US
Presenting its findings at a conference on 25 January, the WMC reported a surge in “high frequency wine drinkers” – those who consume wine several times a week – over the past 15 years. This segment has more than doubled from 7.6% in 2000 to 13% in 2015, a rise it attributed to Millennial consumers (aged between 21 and 38). Millennials are now the largest winedrinking demographic in the US making up 36% of all US wine drinkers. In 2015, Millennials overtook 51 to 69 year-old Baby Boomers at 34% for the first time, pushing Generation X – the group aged between 39 and 50 – into third place at just 18%. The WMC’s research also found that millennials are drinking more in a single session at 3.1 glasses, compared to Gen-Xers’ 2.4 and Boomers’ 1.9 glasses. Overall, Millennials drank 42% of all wine in the US last year, as reported by Wine Spectator, consuming 159.6 million cases of wine – an average of two cases per person.