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US Premium 2021 BLANK - The US generation game

Older, more affluent consumers drive the US wine market

  Although the wine category in the US holds an 11% volume share – equal to that of spirits – the category’s future is facing a number of challenges. Wine volumes in the US are expected to continue on a downward trajectory, especially…
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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…