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May 2000
Demographic and Macroeconomic Factors Fueling Increased Wine Consumption
Fueling Increased
by Kristine Koerber
At WR Hambrecht + Co, we believe that four key factors are driving increased wine consumption: demographic trends, evidence that moderate consumption is heart healthy, a robust economy and heightened awareness of wine with advertising playing a role.Like the aging of fine wine, the aging of the approximately 80 million people who comprise the baby boomer generation should produce healthy demand for U.S. premium wines in coming years. The baby boomer generation can be loosely defined as the gener...
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