Talkin’ Bout My Generation
The millennials are drinking all the wine!
Ok, not really. But they did buy 160 million cases of it last year. Turns out there’s a bit of a generation gap when it comes to wine.The Wine Market Council recently released its 2015 survey of wine drinkers, and found that millennials (ages 21-38) consume 42% of all wine sold. And that’s 10% more than they were drinking two years ago.
In fact, overall wine drinking is up 2.5%. As Americans, we purchased an average of twenty bottles each just last year. (Some of us graciously and unselfishly did more than our share. It was our pleasure.)
So how did all the older generations fare against these whippersnappers?
Details reports that “The Millennials show no mercy when it comes to total consumption.” Compared to their 160 million, Baby Boomers (51-69) bought 114 million cases last year, GenX (39-50) was good for 75 million, and the Swing/WWII generations (70+) purchased 32 million.
There’s another way to look at it. Individual consumption.
With 49 million members, Generation X averaged about 1.5 cases each last year. The 75 million Baby Boomers were about the same. Millennials, some 79 million strong, counted 2 cases each. And with the lowest total members, only 8 million, the Swing/WWII generations averaged four cases each!
Guess those young’uns can still learn a thing or two from their elders.
And speaking of young’uns, this year, the first members of the iGeneration will turn 21 and enter the wine world themselves. It will be interesting to see how prior generations influence them… or maybe, how they influence us!
So, how well are you doing to represent your generation? We’re all in this together (but separately), and we can help! Have a look at our selection. Whether red, white, or… well… blush (because there are no blue wines, which kinda wrecks what we were trying to do there) we’ve got something that will make your efforts enjoyable!
We kid. We just thought the generational differences were really interesting. Where do you fall? Generation-wise, and in the averages? Let us know in the comments.