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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,…
US Portraits 1 450x450 - The US generation game

The US generation game

The changing nature of the US wine drinking population is starting to have profound effects on its attitude and behavior, showing a clearer divide between the higher-involvement and lower-involvement consumers, even within the same age cohort Since…