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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…

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…


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…

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…

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…

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 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…

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…