Millennials Test the Tasting Rooms

Wine Business Monthly - The Industry's Leading Publication for Wineries and Growers

November 2007

A survey shows why winery owners and tasting room managers should work harder to improve tasting room sales and service to Millennials.

by Liz Thach, Bert Mason and Bill Amspacher

A group of millennials visited 134 tasting rooms in California for their survey. It's true that the Baby Boomer generation of 80 million people is currently the largest consumer and purchaser of wine in the U.S. However, the Millennial generation at 76 million strong is also embracing wine in record numbers--and is one of the main reasons for the incre...

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