A recent article
on Business Insider pointed out something we’ve known for quite a while
here at the Ideal Wine Company; wine is becoming more popular with millennials.
The typical wine drinker
What immediately comes to mind when
you picture the typical wine drinker? Is it a sophisticated middle aged
professional? That’s the stereotype that has been championed by popular culture
for decades.
That’s why a majority of people
wouldn’t think of somebody between the ages of 21 and 34; a millennial, when
they’re asked to picture the typical wine drinker. The common perception is
that younger people, professionals with less income than their older
counterparts, prefer cheaper fare such as beer and cider.
Millennials desert beer for wine
Once upon a time this may have
been true, but Business Insider recently pointed out that times are changing.
Millennials are deserting beer in astonishing numbers in favour of wine and
spirits.
The article cited a survey
carried out by Budweiser in the US which asked millennials what their favourite
alcoholic beverage was to support their case. In 2012, 33.0% said beer, whilst
in 2015 this number had dropped to 27.4%. Analysts noted that "overall
beer consumption trends remain weak, and it appears millennials are
increasingly turning to other alcoholic beverages."
Millennials drink more wine than their parents
But how do we know that its wine
they’re turning to instead of beer? We have statistics to support our case! US
wine consumption figures show that whilst people over the age of 55 are
still the biggest drinkers of wine at 41% of total volume, millennials consume
25.7% of total wine volume in the country. This is double the volume of wine,
13%, consumed by their parents when they were in their twenties or early
thirties.
What we also found fascinating is
why millennials are turning to wine. Statistics
cited by Medic Daily show that 83% of millennial wine drinkers in the
States said that they decided to start championing the tipple because of its
taste.
Millennials have good taste
If this Business Insider has made
anything clear it’s that millennials have good taste. Wine such as the Chateau
La Conseillante 2007 from the Ideal Wine Company are
rich, complex drinks with a thousand subtle notes, which is why we’re not
surprised that they’re becoming more popular with the younger generation.
