Often referred to as the "millennial generation" individuals born between 1882 and sometime around early 2000's are said to change the world, one step at a time. Known for their professionalism in viewing life, the millennial generation is starting to change people's view when it comes to alcohol consumption.
"Millennials are storming the wine market and they want adventure and demand more transparency and authenticity from winemakers, Rowan Gormley, CEO of Naked Wines stated. A research published by the Wine Spectator cited that 42 percent of all wine in the United States in 2015 was consumed by millennials, USA Today reported.
The research that was done focused on the "high frequency drinkers." (this refers to individuals that drinks more than 2 times a week) Researchers came into conclusion that 79 million Americans aged 21 to 38 consumed 159.6 million cases of wine last year. This being said, the ratio equivalent came up with an average of two cases of wine per person
In addition to the study's result, it was stated that millennials who drank more than twice a week, consumed 3.1 glass of wine per sitting compared to other generations. The study also came up with the fact that two-thirds of the high frequency drinkers under the 30 are women.
"Historically, wine has been marketed to older generations and came with a huge pretense, but this generation is blowing all of that out of the water," Melissa Saunders said, owner of wine importer. Communal BrandsThey don't care about the pretentiousness of a wine, they want something that is authentic and speaks to them. This is a huge marketing opportunity."
According to Huffington Post, though millennials preferred to consume wine, they would opt for the ones that are boxed. Boxed wines are easy to bring around thus making it mobile. In addition to the report, it was also stated that one box is equivalent to 4 bottles worth of wine, which does not only make it cheaper but is also more convenient to bring around.
