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Wine Intellegence Future Wine Consumers in the US Market 2015 Report (Press Release)

Next generation of drinkers expected to boost US wine drinking population by 16 million over 10 years, according to new report
by Wine Intelligence
November 30, 2015

Generational and demographic changes in the US are predicted to result in continued growth of the numbers of regular wine drinkers over the next 10 years, according to the Wine Intelligence Future Wine Consumers in the US Market 2015 Report, published today.

Currently, the number of regular wine drinkers in the US stands at 93 million, or 40% of the adult population, but the Wine Intelligence projection estimates that this figure will rise to 109 million, or 44% of all adults, by 2025.

Much has already been said about the importance of the ‘Millennial’ generation of young drinkers, but this report goes further in examining the potential significance of the so-called ‘Next-Generation’ – born in 1995 or after – on the wine category. These youngsters, the oldest of whom are about to become of legal drinking age, are likely to play an increasingly important role over the next 10 years, with the report estimating that by 2025 there could already be around 22.7 million ‘Next-Gen’ regular wine drinkers.

Whilst this generation shares the ambitious and tech-savvy spirit of their Millennial counterparts, early signs show that they are likely to be more entrepreneurial and money-driven, and less adventurous, with 60% stating that they would choose a cool product over a cool experience, compared to 44% of Millennials.

However, with 57% of the ‘Next-Gens’ surveyed saying that they were keen to learn more about wine once they become old enough to drink, and with these drinkers predicted to make up 21% of the total regular wine drinkers in the US by 2025, there are clearly opportunities for the wine industry to engage these ultra-connected youngsters.

Wine Intelligence Chief Operating Officer Richard Halstead commented: “The future of the US wine market is really worth exploring in some depth. Whether one likes it or not, the fortunes of the world wine industry are indelibly linked to the behaviour of the American wine drinker over the next decade.”

“The USA is the most valuable market for wine on Earth, and our report shows that changing population and cultural norms are likely to mean that it will consolidate its top ranking over the next years.”

Notes to editors

The Future Wine Consumers in the US Market 2015 Report uses Vinitrac® data (the Wine Intelligence online consumer survey platform) based on research carried out among 4,187 US regular wine drinkers consumers in March & August 2015, 2,001 US regular wine drinkers in October 2015, and 200 US young adults aged 16-20 in October 2015

The Future Wine Consumers in the US Market 2015 Report is published by Wine Intelligence and available from the Wine Intelligence Reports Shop, priced at £2,000 or 4 Report Credits.

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