Posts

Sparkling wine in glasses

Millennials drive the sparkling wine category

  Sparkling wine embraces a wide spectrum from the ultra-luxury to the everyday, but its traditional role has remained one of social joy – celebrating togetherness and often marking a notable moment in life. It’s therefore hardly surprising…
wine rack

Younger LDA drinkers dominate premium wine opportunity in emerging and growth markets, reflecting market dynamics

    Whilst 1/3rd of premium drinkers in more established markets (US and UK) are aged 55+, younger LDA drinkers dominate the premium wine opportunity in growth markets, such as Brazil and South Korea, and in emerging wine markets, such as…
US Millennials story 705x705 - Schrodinger’s Millennial

Millennials’ time has come in the US wine category

They have been heralded as both saviours and destroyers of the US wine industry. Thanks to Covid, the Millennials are now calling the shots in the world’s largest and most valuable wine market. Like it or not, the large and influential Millennial…
australia infographic thumbnail 705x705 - Schrodinger’s Millennial

Gen Z drinkers in Australia are now drinking wine more frequently than Millennials

Gen Z drinkers in Australia are now drinking wine more frequently than Millennials, having increased their frequency of wine consumption more than other drinkers during 2020 Insights such as this will be available in the new Wine Intelligence Australia…
chart of the week 21.10.2020 705x705 - Schrodinger’s Millennial

US wine consumption growth led by Millennials and Gen X

In the US, wine consumption growth has been by led by Millennial and Gen X drinkers, followed closely by Gen Z (21-24). However, Boomers+, who account for over 1/3rd of US regular wine drinkers have not increased their wine consumption frequency…
Moderation image 450x450 - Schrodinger’s Millennial

The great American Millennial moderation

US Landscapes 2020 reveals a shrinking regular wine drinking population, with saviors of the wine category being older drinkers as wine faces growing competition for younger drinkers from other alcoholic beverages – and from the yoga studio The…
Mocktail image 450x450 - Schrodinger’s Millennial

Mocktail anyone?

Moderation is a trend ringing in the ears of the wine industry – and as it suffuses the behaviour of the rising generation of drinkers, it is likely to be a factor in the industry for decades to come Since 2007, the proportion of regular…
millennials 450x450 - Schrodinger’s Millennial

Schrodinger’s Millennial

Depending on who you believe, millennial consumers in the UK are either great news for the wine category or an unfolding catastrophe. Who is right? What are those millennials up to? The question rings round boardrooms and marketing departments…