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Wine Opinions: American Wine Generations Report

March 24, 2016

This infographic includes some highlights from a recent Wine Opinions report for industry executives.

The report, American Wine Generations, follows comprehensive surveys of high frequency wine drinkers across generations, as well as a “deep dive” into a respondent pool of about 1,400 Millennial wine drinkers.

The report basically does two things: It takes a look at who is buying wine and how they differ by generation, and, it puts a spotlight on millennials and differences in their attitudes toward wine based on age and gender. Millennials are divided into a subset of groups, older and younger, as half of them are now in their 30s, the other half are in their twenties.

The older cohort is pretty evenly split between male and female and has a predilection for red wine that is more likely to buy higher priced wines. With younger millennials, wine consumption is more female driven. Youngers millennials are more interested in canned wines and alternative packaging of all kinds, and so forth. Beyond that, there's a fair amount of nuance and detail on how older and younger millenials interact with and experience wine.

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