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MEET THE US PORTRAITS WINE DRINKER SEGMENTS 2021

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‘Generation Treaters’ lead changing wine category behavior in the US

A new and distinct segment of wine drinkers, Generation Treaters, have emerged in the US market. Millennial dominant, they are among the most frequent wine drinkers, but are not the highest spenders. Although building their wine knowledge,…
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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…
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Over 1/5 (22%) of US regular wine drinkers reside in 5 metropolitan areas in the USA

Insights such as this will be available in the new Wine Intelligence US Wine Consumer Observatory 2021, which will be the one-stop shop for businesses selling wine in the US. The US Observatory will consist of 13 Wine Intelligence reports and…
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How major social causes influence American wine drinkers: by age cohort

Businesses and brands that actively support key workers, including healthcare workers, have more influence among all wine drinkers in the US. Support for sustainability, local community and Black Lives Matter initiatives are strongest among…
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Increased trust in American wine continues to strengthen amongst US regular wine drinkers

Increased trust in American wine continues to strengthen amongst US regular wine drinkers, rising in August 2020 from both April and pre-pandemic levels, whilst trust regained in wines from Italy and Spain since significant dips in April Click…
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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…
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Wine’s rollercoaster in the US 2020

Our updated modelling is still predicting a flat 2020 for the US wine market, though economic confidence could drain in the crucial final quarter One of my former classmates at business school now leads a strategy department looking at the…